The objectives of this descriptive, exploratory study were to assess maintenance and change in the food consumption, preparation, and purchasing practices of Hispanic immigrants currently residing in eastern North Carolina who had lived in the United States for no more than 10 years, and to identify underlying ecological factors and perceptions about food quality that shape their postmigrational food habits. The participants were 33 Hispanic immigrants: 8 males and 25 females. Qualitative data were collected using individual interviews and a focus group session. Findings suggest that these Hispanic immigrants struggle to retain their cultural food traditions and are consuming more high‐fat, high‐sugar foods than they did in their home countries. Improved economic status and school food service offerings are examples of factors that promote dietary change among children and families. These influences and identified misconceptions about food safety and freshness are important topics for culturally sensitive nutrition education for this population.