A recent trend in immigration is the arrival of foreign-born Latinos to new destinations in the American West and South. The influx of these immigrants has been accompanied by growth in Latino-owned businesses. Although we know a great deal about ethnic entrepreneurship in traditional immigrant destinations, few studies have been conducted to examine this phenomenon in new immigrant destinations. The purpose of this study was to collect, analyze, and report the experiences of Latino entrepreneurs in one new immigrant destination, namely Cache County, Utah. The study finds that Latino entrepreneurs in the study draw heavily on family ties in their business development, that they lack support at the community and institutional level, and that their role in the host and co-ethnic communities is more complex than the existing literature captures.