“Traditional Hispanic Values” are basically Catholic moral teaching (anti-abortion, anti-homosexuality, etc.) combined with an emphasis on entrepreneurial activity in the economic world. Not much different from most other conservative groups, perhaps, but remember that this organization is intended to try to get people who identify culturally as Hispanics interested in expressing these values in a political way, so it’s got to say something attractive to them.
With all the animosity Hispanics get in some conservative circles, I fully understand why they’d need to do this in order to overcome the perception that conservatives hate Hispanics. This is why the Dems are so threatened by groups like this.
Except they are using their ethnicity as the selling point and they also want separate group i.e. the Hispanic Caucus or the Republican National Hispanic Assembly for example. Their ethnicity is prominent not their 'conservative values'.