Developing an understanding of the socio-economic factors that can be used to generate truck trip productions and attractions in small and medium sized communities can be used to improve travel models and provide better information upon which infrastructure decisions are made. Unfortunately, it is difficult to collect this data in a timely, cost-effective manner. This paper presents a methodology that uses matrix estimation techniques from existing traffic counts to develop origin/destination pairs that can be used to statistically develop truck trip generation models. A case study is presented and a model is presented for one smaller urban community.