ASHEVILLE, N.C. (828newsNOW) — What started as a homemade chili oil experiment during the COVID-19 pandemic has grown into a fast-rising specialty food brand for Asheville entrepreneur Sabrina Hill — and now, national recognition is following.

Hill, founder of Spice Witch, has advanced to the semifinals of The UPS Store Small Biz Challenge, a nationwide competition that drew nearly 6,000 applicants. She is one of nine small business owners selected to continue in the contest, which combines mentorship, business challenges and public voting.

“It was a surprise,” Hill said. “I got the email and thought, ‘Is this real? I think this is a thing. I think I got nominated.’ But it’s been exciting — and a little surreal.”

Spice Witch produces small-batch condiments, including chili oil, chili crisp and infused honey, built around layered flavors and seed-oil-free ingredients. What began as a side project has expanded into a growing brand sold online and in about 80 stores nationwide.

Hill, who has worked for years as a commercial photographer, said the business took shape organically — first through sharing products with friends, then at farmers markets and eventually through retail partnerships.

“I started giving it away, then selling at markets, and it just kept growing,” she said.

Her move from Los Angeles to Asheville proved pivotal. Hill credits the region’s collaborative small-business community and strong food culture with helping accelerate her growth.

“I don’t think I could have built this the same way in LA,” she said. “Here, people are willing to connect, to try your product, to support you. It’s a really special environment for small businesses.”

That support system extends beyond customers. Hill participates in local business development programs and works alongside other entrepreneurs in a shared workspace, where production has scaled quickly — sometimes faster than expected.

“It’s a good problem to have,” she said. “We’re growing to the point where we may need more space soon.”

The UPS Store competition comes at a time when many small businesses are navigating economic pressures. According to the U.S. Chamber of Commerce, nearly half of small business owners cite inflation as a primary challenge. Hill said adaptability — and listening to customers — has been key to staying competitive.

“I’m constantly getting feedback at markets and online,” she said. “That’s actually shaping what I make next.”

Among those next steps: expanding her product line with spicier options and increasing production capacity. Hill also plans to invest in marketing and grow her team, which currently includes several contractors supporting production, sales and operations.

The competition’s semifinal round includes mentorship from established entrepreneurs and a series of business challenges. Public voting will help determine which three finalists advance to a live pitch event in Nashville, Tennessee, on April 23. The winner will receive a $25,000 grand prize and a feature in Inc. magazine.

Hill said the experience, regardless of the outcome, has already been valuable.

“The mentorship and exposure are huge,” she said. “But I’m definitely aiming to win.”

Beyond business growth, Hill has built a brand identity rooted in storytelling and personal history. The name “Spice Witch” is a nod to her upbringing — her father was a magician and her mother an avid home cook — and her approach to food as something creative and transformative.

“It’s about bringing a little magic into the kitchen,” she said.

That sense of creativity extends to how she connects with customers, from farmers markets to collaborations with local restaurants and even a loosely organized “pizza club” that doubles as marketing and community-building.

As the competition continues, Hill said she is focused on leveraging the momentum and support from the Asheville area.

“I feel confident,” she said. “I have a strong brand, and Asheville has really shown up for me.”

Public voting in the UPS Store Small Biz Challenge runs through April 5.