This paper proposes a freight trip-generation analysis in Quito based on an establishment survey, which complements a data collection process that follows the MIT km² methodology. More precisely, a procedure combining observation-based and declarative data collection processes is proposed. First, the opportunities of combining both observed and declared data to characterize freight trip generation are addressed on the basis of a literature review. Then, the methodological framework is proposed. After that, results on a set of establishments in Quito are presented. The resulting models are compared with those of French and US cities. Main issues of combining establishment surveys and observations are addressed to generalize the proposed framework. Finally, implications to transfer the proposed framework to other Latin American countries are addressed.