An Extension diabetes program (DP) was revised for Latinos; however, participation was limited. Factors influencing low participation rates were examined. Five Latinos interested in the DP participated in a focus group discussion. Transcripts were analyzed for themes. Preferred education programs were multi-session, local, group classes led by an engaging teacher during the summer. Participants learned of the DP through friends and Extension; preferred marketing strategies were Spanish radio, local health clinics, and Spanish-print media. Attendance barriers included scheduling conflicts. Limited use of culturally preferred marketing and scheduling conflicts were likely barriers. Culturally appropriate programs should use culturally preferred marketing strategies to be successful.