Volvo Rents last week launched a new Volvo Rents location in Baton Rouge, La., with a grand opening celebration. JPS Equipment is one of five stores owned and operated by Paul and Penny Bullock.

The Bullock family is recognized by customers for their exceptional client care and has been named Volvo Rents’ Franchise of the Year for four years in a row during the Volvo Rent’s Circle of Excellence Awards in 2010.

The grand opening included a fried fish and shrimp lunch with about 300 attendees, along with many local contractors involved in the construction, agricultural and other local industries. Also on hand were equipment vendors to answer questions about the wide range of equipment available to rent.

The new location will provide rental customers in Baton Rouge and surrounding counties with faster access to equipment delivery and service. In addition to Volvo Construction equipment, the branch will carry a comprehensive line of equipment and tools for the construction, commercial, industrial and homeowner markets.

Headquartered in Asheville, N.C., is No. 18 on the RER 100. It operates 71 rental stores in North America, 89 locations in Europe, five in India, one in Thailand, one in the Philippines and one in Mexico.