The Choclo: How Colombian Entrepreneur Pilar Rengifo Built a Gluten-Free Business in Silicon Valley
Colombian entrepreneur Pilar Rengifo has transformed a traditional element of her country’s gastronomy into a thriving business in the heart of Silicon Valley. Through The Choclo, a proudly Colombian food brand with a commercial kitchen and storefront in downtown San José, California, US, she is introducing Colombian flavors to a growing international audience while capitalizing on one of the fastest-growing segments of the food industry.
Born in Bogotá, Rengifo migrated to the United States with her husband approximately 26 years ago. She began working as a school bus driver, but with a strong entrepreneurial spirit, she always dreamed of building a business of her own. Today, she is based in San José, California, widely recognized as the capital of Silicon Valley and known for its cultural diversity and vibrant culinary scene.
The Choclo and the rise of a Colombian gluten-free business in the US
This environment, combined with a large immigrant population, has created fertile ground for food businesses that cater both to the longing for familiar flavors and to the changing preferences of modern consumers.
It was there that Rengifo identified an opportunity in the gluten-free market. Gluten is a group of proteins naturally found in wheat, barley, and rye. While harmless for most people, it can cause serious health issues for individuals with celiac disease or gluten sensitivity. As awareness of these conditions has increased, demand for certified gluten-free products has grown significantly across the United States.
That vision led to the creation of The Choclo, a proudly Colombian brand operating from a commercial kitchen in San José that has successfully combined the tradition of Colombian amasijos with the expectations of an international audience seeking high-quality, certified gluten-free alternatives.
From a home kitchen to a growing food brand
The business traces its origins to the COVID-19 pandemic. During that period, many U.S. states and local governments expanded opportunities for home-based food entrepreneurs through permits and cottage food programs, allowing residents to legally prepare and sell certain food products from their homes. Inspired by these opportunities, Rengifo began experimenting with recipes and sharing her products with customers.
What started as a home-based venture eventually grew into a full-scale food business operating from a commercial kitchen with a storefront in downtown San José, where customers can order, pick up, and enjoy its products. It produces a wide variety of amasijos, a category of traditional Colombian baked goods and snacks made primarily from corn, cassava, cheese, and other local ingredients. Today, many of her customers are Latin American immigrants who find in her products a taste of home.
Moreover, Rengifo believes that many traditional Colombian foods have yet to receive the international recognition they deserve. While gluten-free products have become a multi-billion-dollar industry, she sees Colombian cuisine as an underexplored source of authentic alternatives that can compete not only on their nutritional qualities, but also on flavor, tradition, and versatility: “Colombia has a gluten-free diet and we don’t even know it,” she said.
Many Colombian amasijos are naturally gluten-free because they are made primarily with corn, cassava, cheese, and other ingredients that do not contain wheat. Long before gluten-free diets became a major trend in the United States, Colombian cuisine was already offering alternatives that fit perfectly within this category.
Over the course of two years, Rengifo perfected her own flour formula for these creations. The blend contains no dairy products apart from cheese and was designed to preserve the authentic texture and flavor of traditional Colombian recipes. This innovation later allowed her to manufacture products entirely in the United States and sell ready-to-use mixes that enable customers to prepare Colombian amasijos at home.
Sharing the flavors of Colombia across California
Through years of dedication and innovation, Rengifo has built a thriving food business that now supplies more than 30 retail locations across the San Francisco Bay Area.
Among her products are almojábanas and buñuelos in a variety of sweet and savory versions, as well as pandebono and empanadas filled with beef, chicken, and vegetables. One of The Choclo’s most popular products is the arepa de choclo, a traditional Colombian corn cake known for its slightly sweet flavor and soft texture. Widely consumed throughout Colombia, it is often served with cheese and is considered one of the country’s most beloved comfort foods.
A reflection of the innovation behind The Choclo is the versatility of its products. Customers can purchase many items frozen and ready to bake, while those traveling long distances can opt for flour mixes that require only a few additional ingredients to recreate the experience at home.
The Choclo also holds Gluten-Free Certification, allowing people with specific dietary requirements to enjoy its products with confidence. A distinctive feature of the packaging is its transparent panel, which enables customers to see the condition of the products before purchase—a practical detail appreciated by both distributors and consumers.
Looking ahead, Rengifo hopes to continue expanding her company throughout the United States and bring Colombian flavors to an even wider audience. Through her entrepreneurial vision and commitment to quality, she has built a successful business that not only celebrates Colombian culinary traditions but also contributes to the growing recognition of Latino entrepreneurship around the world.