The success of the American Dairy XPO (ADX) is a collaborative effort to bring the Northeast dairy industry an exhibition of innovative products as well as educational offerings found in Essex Junction, Vermont. Such a feat can only be accomplished by the humble guidance of a dedicated team.
Progressive Dairy reached out to six members of the ADX team to learn more about who they are and why they serve in such a role. Here is what they had to say.
Jordan Underhill
President
Why do you serve on the ADX team?
The ADX was my original vision, as there is a need in the marketplace in the Northeast for a specialized dairy technology trade show focused on milk production and backed up with high-level relevant education.
How do your responsibilities on the committee influence the outcome of the show?
It takes a team to produce a national project such as ADX, and my responsibility is to lead our amazing team to produce a world-class event for dairy producers and industry from start to finish.
What is the greatest service ADX provides to the global dairy industry?
It will help U.S. producers become more efficient, profitable and in turn sustainable for generations to come.
If you could describe ADX in one sentence, what would you say?
The largest gathering of the dairy industry in the northeastern U.S. with 100% dairy-focused innovation and education, capturing the “business of milk production.”
What makes you most proud about the ADX team?
The passion around the vision of ADX and the genuine respect for the American dairy industry filled with hard-working families.
Kate Mehlenbacher
Operations manager
Why do you serve on the ADX team?
I have a love and appreciation for agriculture. Being able to run trade shows for a very important sector in agriculture is very rewarding.
How do your responsibilities on the committee influence the outcome of the show?
I’m responsible for the overall operations of the show. From placing exhibitors to ensuring the exhibitor experience, I’m the go-to person for our trade shows.
What is the greatest service ADX provides to the global dairy industry?
It is a platform for American dairy producers to see the latest in international innovation specific to the operation that they run.
What part of ADX are you most excited to see come to life?
To be honest, I’m excited to see the entire project come together. We have built this from the ground up and to finally see attendees walk through the door on opening day will be magical. Our team does an amazing job putting on the Canadian Dairy XPO for producers, and I know we can do the same for ADX.
If you could point out one behind-the-scenes detail most attendees would never think about, what would it be?
The large network of staff it takes to make everything operate. We have a team of over 30 people who ensure everything is happening, from last-minute fixes to running things around that you never know are happening. The show only runs as well as it does with the staff you never see in the trade show area.
Christina Benjamins
Exhibits and program manager
How do your responsibilities on the committee influence the outcome of the show?
We are creating a hub for networking and innovation in the dairy industry, and my work is finding and booking the best dairy companies so our attendees have an incredible show to visit.
What is the greatest service ADX provides to the global dairy industry?
Bringing together innovative companies from the U.S. and around the world for networking and inspiration. The dairy industry has made incredible progress and so much more is possible.
What do you enjoy most about working in dairy events?
I love connecting with other farmers and finding out about new technologies.
What’s your favorite booth/feature at the shows?
Calves for a Cause [a dairy cattle sale held at the Canadian Dairy XPO] is near and dear to my heart – it’s such an exciting event and supports the local children’s hospital.
Emily Hickey
Media and exhibit coordinator
Why do you serve on the ADX team?
I grew up surrounded by agriculture, so being part of ADX feels like a way to give back to the industry that shaped me. It is rewarding to help create an event that supports dairy farmers, businesses and the industry as a whole.
How do your responsibilities on the committee influence the outcome of the show?
Through targeted marketing, social media outreach and storytelling, I connect ADX with the people who will benefit most from attending. Every post, ad and update are part of building a strong audience – and that is what fuels the success of the show.
What is the greatest service ADX provides to the global dairy industry?
It is a place where the dairy folks can meet face to face, share ideas and learn from each other. That kind of connection helps move the whole industry forward.
How does your background connect to this role?
I recently finished undergrad at the University of Guelph, where I studied agriculture as well as marketing. ADX brings together both of those things.
What do you find most exciting about ADX?
Being a part of something that’s new and full of potential for the dairy industry.
Ulrike Schmidt-Machinek
Managing director
How do your responsibilities on the committee influence the outcome of the show?
As the DLG person responsible for ADX, I make sure it delivers the very best in international innovation, education and market access to American dairy producers. And attendees leave the show venue inspired – with lots of fresh ideas and practical takeaways. DLG Markets North America sees itself as a bridge-builder between North America and Europe and promotes in this role the exchange of innovations and expertise.
What is the greatest service ADX provides to the global dairy industry?
The ADX in Vermont is the only trade show in the Northeast dedicated exclusively to the dairy industry. As such, it serves as a key platform for producers to discover innovations, from the U.S. and around the world, that can boost the efficiency and profitability of their operations. Alongside the expo, a robust education program dives into current industry issues and trends, offering valuable insights and discussions. And with DairyFest – a lively networking event featuring local dairy products and live entertainment – the sector comes together to connect, share ideas and celebrate pride in dairy.
What stands out to you about the North American trade shows compared to what you’ve seen in Europe?
In Europe, exhibitors expect hospitality at booths – they offer beverages (including beer and wine) plus snacks to their customers. Special hospitality lounges are much more common.
What’s your favorite part of being involved in ag shows worldwide?
The shows themselves. After months or years of preparation, seeing exhibitors and attendees from all over the world with so many different cultural backgrounds coming together.
Amy Maxham
Regional sales coordinator
Why do you serve on the ADX team?
This is the first event and close to my hometown. I enjoy dairy events and thought it would be a great opportunity with my local connections to bring value to what I expect to be a great event. I also was excited for the ability to network with great industry professionals.
How do your responsibilities on the committee influence the outcome of the show?
I work with the team to secure vendors. The more vendors we get, the more complete and beneficial the show will be to dairy farmers and industry leaders.
What is the greatest service ADX provides to the global dairy industry?
As I am new to this group and this event, I hope that it will provide education, resources and great connections for the entire dairy industry.
What is one thing about the Vermont dairy community that makes it special in your eyes?
The pride and passion from all involved and the relationships that develop when we all work together.
What are you most looking forward to seeing come to life at the first ADX?
I am looking forward to the first event and then see how it will evolve over the years. The vision of the team to bring everyone together and include many different groups is refreshing.
