Driving Progress: How MusGo Rider Is Transforming Rural Mobility in Nova Scotia
In the rural expanse of Nova Scotia’s Eastern Shore, where public transportation options have long been sparse, a modest but mighty organization is making a transformative impact. MusGo Rider Cooperative Limited, a non-profit, community-based transportation service, has grown from a single vehicle on the verge of bankruptcy to a thriving operation with a fleet of electric and hybrid vans. They offer more than just rides - they offer independence, connection, and hope.
Founded in February 2012 after a community visioning process identified transportation as a top local concern, MusGo Rider was born out of necessity. “Transportation was identified as the number two issue,” recalls Executive Director Jessie Greenough. “Number one was business and economy, but right behind that was public transportation and sidewalks.” Without reliable transportation, many residents - especially seniors and those with disabilities - faced social isolation and difficulty accessing essential services.
Greenough, a CPA by profession, was originally called in to review the organization’s financials during its rocky early days. “They were in a bankrupt position,” she explains. “Most of the money they had was used to pay the manager at the time. I stayed on, mostly in a voluntary position, to help them stay alive.” Her dedication, the dedication of Brian Rowlings – the only driver at the time - and the amazing Board of Directors turned the tide for the organization. One of the Board Directors, Lisa Privett, voluntarily took on the role of Dispatcher for a time to keep the wheels turning.
Today, MusGo Rider operates up to twelve vehicles daily between two sister cooperatives: MusGo Rider Eastern Shore and MusGo Rider Valley-Sheet Harbour. The organizations are independently governed but centrally managed, sharing dispatch and administrative functions. The fleet includes multiple wheelchair-accessible Toyota Siennas, a soon-to-be-replaced Toyota Corolla, and three electric vehicles charged by solar panels - a point of pride for the team. “We’re actually driving on sunshine,” Greenough beams.
MusGo’s clientele is as diverse as the community itself. “We drive quite a few people with intellectual disabilities into a workplace in Burnside,” Greenough says. “We also drive seniors to medical appointments and the grocery store, and even teenagers to work. We are the only public transportation in this community, so we drive anybody anywhere they want to go.”
MusGo Rider’s business model blends several government grants with fare revenue and community support, including partnerships with local Lions Clubs, which subsidize fares for low-income riders. “In some areas, if you're low income and traveling to medical appointments or the grocery store, it's free of charge,” Greenough explains. “As we have a fare assistance program in place that cuts fares in half, with local Lions Clubs covering the other half.”
Beyond personal transport, MusGo Rider provides a range of community services, such as delivering Meals on Wheels and food bank orders throughout the region. “We probably do 40 to 50 food bank deliveries a month,” says Greenough. “They couldn’t find volunteers, so we stepped in.”
The transition to a green fleet has also been a standout achievement. “We got our solar panels up last July and built a floor-heated garage for the vehicles,” Greenough says. “From July to December, we had zero electric bills to charge three EVs daily and to keep the heat and lights on for both the garage and office building.”
Greenough attributes the organization’s resilience and innovation to the strength of its people - from compassionate local drivers hired for their personality and empathy, to a supportive board that trusts her vision. “The board gives me the freedom to think of things - like buying a building or building a garage. They trust me and back me. The amazing team of employees at MusGo help develop ideas and add some of their own.”
One major turning point came in 2018 when MusGo Rider purchased its own building with the help of a loan from Alayne Jackson at CBDC Blue Water. “We paid it off in six years and three months,” Greenough says proudly. “We talked with other lenders, but I had previously served on the CBDC board so I knew how easy and flexible they would be to work with - they’ve been a great partner.”
Looking ahead, MusGo Rider has its sights set on an even broader mission. In addition to growing its transportation service, the organization has been approved as a small options home provider for individuals with intellectual disabilities. “We identified the need for small options housing in our region,” Greenough says. “There’s nothing from Dartmouth to Port Hawkesbury. We want to be that point of contact in the community.”
For Greenough, the most rewarding part is simple: the people. “I’m a very social accountant,” she jokes. “I love the variety of the work and interacting with our drivers and clients. We’re not just providing a service - we’re building community.”
In a province where rural connectivity is often a challenge, MusGo Rider has become a lifeline. Through creativity, perseverance, and heart, this local cooperative proves that small wheels can drive big change.