Shell Rotella is kicking off National Truck Driver Appreciation Week with a new video that features the voices of professional truck drivers. The video, which the company will release on Sept. 13, features drivers sharing their stories about their careers, their experiences on the road and what makes them proud to work in trucking.
The footage was filmed at Shell Rotella’s Recording Studio at the 2026 Mid-America Trucking Show in Louisville, Kentucky. The project involved owner-operators, fleet drivers and trucking influencers, Shell Rotella said.
Some 100 drivers visited the Recording Studio to talk about their professional journeys, life on the road and why they have such respect for the trucking profession. The interviews were deliberately unscripted, not set up in a particular format, giving drivers the opportunity to tell their stories in their own words.
Among the participating trucking personalities were The Boston Trucker, Clarissa Rankin and Tarik Al-Amin.
A week for professional drivers
Shell Rotella’s effort comes as trucking companies and industry organizations across the country gear up to celebrate National Truck Driver Appreciation Week, an annual observance recognizing the professional drivers who help keep freight moving across the country.
The 2026 edition is Sept. 13-19.
National Truck Driver Appreciation Week was created by American Trucking Associations in 1988. There are about 3.6 million professional truck drivers in the United States and more than 80% of U.S. communities depend only on trucks to deliver their freight, the organization says.
The observance acknowledges the work of drivers who haul goods across the country and emphasizes the value of trucking to the U.S. economy. Professional truck drivers haul everything from food and medical supplies to consumer goods and industrial materials, making the sector a critical component of the nation’s supply chain.
There are a number of ways in which companies in the trucking industry are marking the week. Initiatives include contests, free products, driver-focused events, recognition programs and charitable activities
For example, Pilot is increasing its recognition of drivers throughout September for Driver Appreciation Month. One of the highlights is the company’s annual Road Warrior contest, in which one professional driver receives a customized Kenworth W990 truck and $50,000 in cash.
Nominations for the contest are being accepted until Sept. 18, with the winner expected to be announced in October.
Pilot also is offering professional drivers three free drinks and a snack each week in September through its app at participating Pilot, Flying J and One9 travel centers. Select locations are also hosting driver appreciation events with giveaways, free samples and other activities.
C.H. Robinson is taking a different tack, focusing on direct recognition for drivers and carriers. Employees at locations across the country have assembled carrier appreciation bags, including handwritten thank-you notes and gifts, for drivers on the road.
Those bags will be distributed to drivers at C.H. Robinson distribution centers during National Truck Driver Appreciation Week.
The company also has a Sept. 17 ceremony planned in Minneapolis to recognize 17 recipients of the Carrier of the Year award. Recipients include drivers, owners and executives, C.H. Robinson said.
Transforming driver stories into support
Shell Rotella puts charitable spin on driver recognition campaign.
The company pledged to donate $25 to the St. Christopher Truckers Relief Fund for each video recorded at the Mid-America Trucking Show. The initiative has raised over $2,000 in donations.
The St. Christopher Truckers Relief Fund provides financial assistance to professional drivers and their families when illness or injury causes financial hardship.
“Every driver has a story and every story told helps support truck drivers who are going through tough times,” said Diane Hutsell, director of philanthropy for the St. Christopher Truckers Relief Fund.
So the initiative is much more than just producing a set of driver interviews. Participants had an opportunity to discuss their experiences in trucking, while their input at the same time helped to raise funds for a non-profit that supports professional drivers and their families.
“Truck drivers are at the core of what we do and National Truck Driver Appreciation Week gives us a chance to acknowledge the hard work and dedication they bring to the profession each and every day,” said Julie Wright, Shell Rotella brand manager.
National Truck Driver Appreciation Week has become a dedicated time for companies to recognize the people behind the movement of freight for the wider trucking industry.
Some programs are based on tangible benefits for drivers, such as free drinks and activities at the travel center from Pilot. Others are about formal recognition, awards or opportunities for drivers to tell their personal stories.
They may look different, but the message is the same — professional drivers are critical to moving freight across the United States, and to supporting the businesses, communities and supply chains that depend on reliable trucking.
Why This Is Important
National Truck Driver Appreciation Week is a time for trucking companies and industry groups to show their appreciation for the professional drivers who keep freight moving across the country.
Shell Rotella’s video project gives it a dimension, making the drivers’ personal stories the heart of the campaign, while connecting those stories to charitable support. The initiative is part of a larger industry movement to recognize drivers not only with awards and benefits, but also by emphasizing their experiences and the vital role they play in the U.S. supply chain.
