Joe Roybal named 2015 South Dakota State University Friend of the Beef Industry

Farm Forum

BROOKINGS, S.D. – Joe Roybal, Woodbury, Minn., was recognized as the 2015 South Dakota State University Friend of the Beef Industry during the SDSU Beef Bowl football game in Brookings, Sept. 25.

The annual award was presented by David Chicoine, President of SDSU, Barry Dunn, South Dakota Corn Utilization Council Endowed Dean of the SDSU College of Agriculture & Biological Sciences and Extension Director and Joseph Cassady, Head of the SDSU Animal Science Department.

A SDSU Journalism graduate, Roybal is widely recognized as a beef industry leader. The Rapid City native most recently contributed his time and talents during a 30-year career with BEEF magazine, a national trade journal for U.S. beef producers. After rising to the position of the second editor in BEEF magazine’s history, Roybal held the top editorial position for 22 years. During that time, he helped grow and expand the magazine’s reach and audience in both print and electronic markets and presided over the magazine’s 50th anniversary in September 2014.

When he began with BEEF magazine in 1985, it was purely a print effort. When Roybal left the publication in May 2015, BEEF staff was producing 12 monthly issues of the print magazine for its 100,000 beef industry readers, 300 electronic newsletters per year, and a website,, logging 7 million page views annually. Among the digital launches during his tenure were BEEF Cow-Calf Weekly, a news and commentary publication aimed at the cow-calf sector; BEEF Daily, a daily newsletter and blog; BEEF Stocker for the backgrounding/stocker segment of the beef industry; and BEEF Market Weekly. Roybal also helped oversee the launch the quarterly BEEF Vet magazine in 2012 to provide information for bovine practitioners.

“Joe is an industry leader when it comes to agricultural advocacy. He has helped the beef industry by delivering clear, research-based information about beef that is heard by groups both in and outside of agriculture, policy makers and the consuming public,” says Barry Dunn, South Dakota Corn Utilization Council Endowed Dean of the SDSU College of Agriculture and Biological Sciences and SDSU Extension Director. “Not only was Joe the editor of the most influential print publication for the beef industry, but he also did a fabulous job of making the move to the electronic age without diminishing the quality and scope of a widely respected print publication and the information being provided.”

A feature writer for the SDSU Collegian while in college, Roybal’s professional work experience has included sports writing for the Rapid City Journal, serving as city staff editor for the Brookings Register, writer with SDSU’s Office of University Marketing and Communications, managing editor of Dairy Herd Management, contributor to Feedstuffs, and editor of Feedlot Management. He’s currently working with the Jorgensen family of Ideal, S.D., in producing a biography of Martin Jorgensen, Jr., the patriarch of Jorgensen Land and Cattle.

“We are incredibly proud that Joe is an alumnus of SDSU and are so pleased to be able to recognize him as our 2015 SDSU Friend of the Beef Industry at the 2015 SDSU Beef Bowl,” Dunn says.

Roybal was recognized by the SDSU Journalism Department in 2007 as a distinguished alumnus. His wife, Peggy (Young) Roybal is a native of Kimball, S.D.