Truck Show Latino got off to a running start Thursday at the Fairplex in Pomona, Calif.

One of the most popular booths turned out to be the event’s Survey Booth, where Hispanic truckers lined up to complete a 100-question survey that will produce research on the Latino market in the U.S.
Attendees who complete the survey receive a collectable die-cast tractor-trailer model of their choice.
Another busy booth was that of New Alliance Insurance Brokers Inc., which specializes in serving the Hispanic market. The year-and-a-half-old firm, owned by Marcelo Povojo and Monica De La Cruz, provides liability, physical damage, motor truck cargo and trailer interchange coverage to their clients.
“Nearly 70% of our clients are Hispanic and they are the reason our company has grown very rapidly,” said Povojo. De La Cruz added that while the company covers all classes of commercial trucks, “by far, the most business is written on Class 8 tractors.”
They have exhibited at other truck shows around the country, but said exhibiting at Truck Show Latino was a “no brainer” for their business.
A recruitment center gives visitors a chance to check out opportunities with fleets that are hiring owner-operators, drivers and small operations.
Related activities include strolling mariachis and prizes for early arrivals. A special Show Truck Expo, featuring some of the most outstanding beauty trucks in the nation, is also scheduled. Truck Show Latino has been promoted through the leading Spanish language newspapers and radio stations in the greater Los Angeles area. It is a joint venture of Independent Truck Show Management LLC and Newport Communications Group, which publishes Heavy Duty Trucking and RoadStar magazines.
Show hours today are from 1 to 7 p.m., and Saturday from 11 a.m. to 6 p.m. The event features more than 140 exhibits.
Admission is free with a ticket, and $10 without a ticket. There is ample parking, and the two Ontario, Calif.-area Travel Centers of America offer free shuttles to truckers who may leave their rigs at the travel centers.
Free registration and more details can be found at www.thetruckshowlatino.com.