Latinos are the largest ethnic group in the U.S., yet little is known about how these families socialize their children to function in the U.S. Based on ecocultural theory, this study utilized focus groups interviews with 28 parents to explore the socialization practices of low-income Latino immigrant parents with their young children. Findings from this study suggest that parents model their expectations/values according to environmental demands developing diverse strategies to combine what they view to be Latino and American values. Research results also indicate that participating parents cope with the challenges in socializing their children by being optimistic and highly investing time and resources on their children. This study provides a basis for generating hypotheses to be tested with larger datasets; identifying areas that policies and programs might develop to support effective parenting in Latino immigrant families; and, informing the development of culturally sensitive measures to evaluate Latino parenting