About Us
As we look ahead, we believe that El Futuro es Latino. With the values of faith, family, and hard work, Latinos are an invaluable part of the United States, and we are determined to help them succeed through our collective services.
OUR FOUNDER
Rusty Price
Rusty Price is the Founder and CEO of Camino. Since founding the organization in 1996, he has led humanitarian efforts delivering more than $168 million in aid across Latin America and the United States. What began as a grassroots effort to serve North Carolina’s Latino community has grown into a statewide force—equipping people to live healthy, hopeful, and productive lives. A recent economic impact study found that Camino now drives $5.89 billion in annual economic activity and supports 44,776 jobs across North Carolina.In 2023, he launched El Futuro Es Latino—a movement to transform how Latinos see themselves, how America sees Latinos, and to inspire the Latino community to claim its role in shaping America’s future.
His leadership has been recognized with the Hispanic Heritage Leadership Award, with honors presented by organizations including NASCAR, the NFL, and the Latin American Excelente Awards. A sought-after speaker, Rusty has addressed audiences at Moody Theological Seminary, the Peacock Theater, and major El Futuro Es Latino gatherings.
He and his wife, Anna, are blessed with four children and eight grandchildren—his greatest motivation to keep building a future rooted in faith, family, and hard work.
Our values
Camino’s five values reflect our identity, contribute to our culture, and empower our organization to equip people to live healthy, hopeful, and productive lives.
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We make Soup Not Salad
A salad can never offer true unity–ingredients are tossed together to make a plate of separate pieces. Instead, we are a soup. Each person brings their unique flavor to the bowl, but we are one unified dish.
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We Fly Like Geese
Geese fly in formation, united in focus and purpose. Each goose contributes to the whole and serves an important purpose. Like geese, we fly in unity while caring for one another.
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We Cross Borders
Crossing borders is a dangerous and messy business. But that’s the business we’re in. We go places others have never been before and do things others will never dare to do!
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We Laugh
Laughing doesn’t mean that everything is always easy—it means that even in the difficult times our faith brings joy that transcends circumstance and so we bring joy to those around us.
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We Recycle
We live in a “replaceable” culture. When our clothes tear, we don’t mend them, we throw them away. But at Camino, because we value people and resources, we don’t replace–we recycle.
Mission
To equip people to live healthy, hopeful, and productive lives
Vision
To make North Carolina the best place in the US for Latinos to live
2025 Latino Strengths & Needs Assessment
The 2025 North Carolina Latino Strengths and Needs Assessment is the first statewide study of its kind in over 20 years. Based on responses from nearly 3,400 Latino residents, it highlights the strengths, challenges, and unmet needs of Latino communities across North Carolina—providing critical insights to inform programs, services, and policy decisions that better support Latino families.
View Report
