New York Animal Agriculture Coalition: The 2025 Mobile Dairy Experience Tour
New York State
Challenge
Launch the very first Mobile Dairy Experience (MDE) tour—no roadmap, no shortcuts. That meant building the right team and the right route from scratch. The tour required staff who could confidently command a 53-foot, double-expandable rig and speak fluently about agriculture and the dairy industry to curious humans of all ages. At the same time, Trigger(House needed to design a tour schedule that worked in the real world—balancing logistics with mission—by securing school and lifestyle events that could handle the scale of the rig while authentically advancing farm-to-store literacy.
Approach
T(H went straight to the source. We activated our national network of tour managers and event producers, targeting talent with serious consumer-facing chops and a genuine interest in the dairy world. That outreach was paired with highly targeted job postings across industry channels to reach exactly the right candidates. On the routing side, we leaned on existing relationships, deep research, and a continuously monitored open-inquiry form to identify high-impact, dairy-aligned events across New York State.
Results
T(H assembled a two-person tour management dream team with deep touring experience and personal roots in dairy farming. They didn’t just meet expectations—they raised them, building trusted relationships at every stop. After a breakout first year, the duo—now affectionately known as the “Moo-Crew” across the New York dairy community—signed on to lead the tour again in 2026. Over seven months, the Mobile Dairy Experience hit 40 events, from classrooms to county fairs, generating 697,939 impressions and proving that education travels better when it’s on wheels.
