Joe Goggins, a lifelong livestock marketer and rancher, will soon take the helm as president of the Livestock Marketing Association. He will assume the role during the association’s annual convention in June.
Goggins serves as chief executive officer of the Vermilion Ranch Corp. in Billings, Mont. In this role, he oversees Public Auction Yards, Billings Livestock Commission, Western Livestock Auction, Northern Livestock Video Auction, the Vermilion Ranch Registered Angus Herd, Diamond Ring Ranch and other diversified business ventures. Prior to becoming CEO, he worked alongside his late father, Pat Goggins, and grew up immersed in the family’s operations. Along with his wife, Linda, Goggins also operates J&L Livestock, a commercial cattle operation focused on breeding and raising Angus females.
He graduated from Montana State University with a degree in animal science before pursuing his passion for auctioneering. A longtime LMA supporter whose family has deep roots in the organization — his father also served as president — Goggins has been involved in the association for approximately 20 years, previously serving on the board of directors and executive committee.
And while he’s been engaged in many organizations over the years, LMA has a special place in his heart.
“This board is made up of people that have skin in the game,” Goggins said. “Every day they’re out doing the work, worrying about their producers, their consignors and the whole industry.”
Goggins emphasized the value the association provides to its more than 800 members, which include auction markets, order buyers and dealers. He highlighted the association’s industry-leading insurance products — particularly critical for livestock facilities — prompt pay reform advocacy, buyer verification services and payment protection insurance.
Beyond operational support, Goggins is passionate about LMA’s broader role in the industry.
He stressed the importance of initiatives like Common Ground Coalition that aim to unify the industry, keep producers on the land and sustain rural economies.
“We need producers,” he said. “We need folks on the land and we’ve got to come up with some ways all across this industry to help these people.”
He described LMA as a “well-oiled machine” with exceptional staff and plans to maintain its strong momentum while focusing on key priorities: protecting and enhancing payment protection, supporting policy efforts such as allowing auction market owners to own or invest in harvest facilities, making sure animal disease traceability rules work for producers and markets, and continuing industry unification efforts to support cow-calf producers.
“I’ve never been prouder to be part of an organization,” he concluded. “Because they see the big picture: this country needs food security and that only happens if we keep cow/calf producers on the land.”
