Purpose: This paper aims to provide a snapshot of K-12 Latino families' beliefs about education, their awareness and interest in science, technology, engineering and math (STEM) careers and their perceived educational challenges. It builds on the existent body of literature by dispelling pervasive notions that Latino parents do not value education. It contributes to the field by providing evidence of Latino parents' beliefs, awareness and interest in STEM careers for their children. Design/methodology/approach: This study reports the results of a focus group needs assessment conducted with Latino parents, surveys and interviews collected for three years during Latino family-focused events. Findings: Surveyed parents thought children should attend college to prepare for a better future and career decisions should be dependent on their preference and vocation. They believed STEM careers were important for the Latino community and reported talking to their children about having a job in STEM. Parents perceived several challenges for their children's education, such as cost, immigration status, lack of information and language barriers. Practical implications: Stereotypes regarding Latino family's beliefs about education have implications for how school systems, educational gatekeepers and stakeholders perceive these students' opportunities. This paper discredits the perception that Latino parents are not interested in their children attending college or pursuing STEM careers. Originality/value: There is a dearth of information about Latino families' perceptions of their children's educational goals, knowledge of STEM careers and their interest in such fields. This paper provides a fundamental step toward filling that gap.