Abstract: An apparatus for loading a container or other load onto a truck body or trailer and for removal which includes a lower frame secured to the truck during movement and an upper frame pivotally secured with respect to the lower frame to facilitate loading and unloading. The upper frame has one or more rollers secured to an outermost portion thereof. A flexible drive cable is secured at one end to the lower frame and is secured at the other end to the container structure. The cable passes over the roller or rollers and is moved thereby during loading and unloading operations. The cable utilizes no drive other than merely the movement of the roller device with the upper frame which alters the direction of extension of the cable thereby facilitating loading and unloading of the container or load by use of a cable without any winching operation.