September is Hispanic Heritage Month, a time to celebrate Latino culture and people like Alex who work to infuse it into everyday American life.
"When I was a kid, it was not popular to be Mexican," says Alex Nogales.
"Mexican restaurants went by 'Spanish cafes.' That sounded better," he laughs. "But it was really a Mexican restaurant that sold tacos!"
Alex is the founder, president, and CEO of the National Hispanic Media Coalition, which is dedicated to increasing visibility for Latinos in media and entertainment.