Livestock Marketing Association

What Livestock Marketing Association does

Livestock Marketing Association (LMA), founded in 1947 and headquartered in Overland Park, Kansas, is a private nonprofit trade association and North America's largest membership organization dedicated to the livestock marketing sector. LMA represents over 80 percent of all viable, regular-selling livestock markets in the United States and counts more than 800 member businesses across the U.S. and Canada, spanning traditional fixed-facility livestock auctions (sale barns/stockyards), online and video auction operators, livestock dealers, and allied businesses. Its members act as commission agents facilitating weekly competitive-bidding sales that connect producers and ranchers to buyers including feeders, packers, and dealers.

Name

Livestock Marketing Association

Legal name

Livestock Marketing Association

Website

https://lmaweb.com

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

11–50 employees

Short description

Livestock Marketing Association is a nonprofit trade association representing over 800 livestock auction markets, dealers, and allied businesses across the U.S. and Canada, providing legal, policy, insurance, and advocacy services to the livestock marketing sector.

Ownership category

akta.pro rank

Headquarters

HQ city

Overland Park

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Membership Dues: LMA generates revenue through membership fees from livestock auction markets, livestock dealers, and allied businesses in the livestock marketing sector. Members pay dues to access legal assistance, public policy representation, industry information, credit reporting, business services, and insurance products.
2. Insurance Products via LMIA: Livestock Marketing Insurance Agency (LMIA), founded in 1961, provides bond coverage and insurance protection for livestock marketing businesses. LMIA is a full-service agency representing a variety of companies with specialized products, offering coverage at competitive rates due to large member volume. All profits from LMIA directly fund LMA programs for members.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

LMA is a nonprofit trade association that advocates for and supports livestock auction markets, livestock dealers, and allied businesses across North America. It delivers member services such as legal assistance, public policy representation, industry information, credit reporting, and business services, and operates its wholly-owned insurance subsidiary LMIA which provides bond coverage and specialized insurance products exclusively to the livestock marketing industry. LMA also hosts the annual World Livestock Auctioneer Championship, the largest international livestock auctioneering contest, and runs online auction viewing through LMAauctions.com.

Product overview

The Livestock Marketing Association operates primarily as a trade organization representing livestock auction markets across North America. Its core service offering consists of physical and online livestock auction platforms (LMAauctions) where livestock producers sell cattle through competitive bidding to buyers including producers, feeders, packers, and dealers. Supporting services include the Livestock Marketing Insurance Agency (LMIA), which provides specialized bond and insurance coverage exclusively for the livestock marketing industry. Additional offerings include the LMA Store for branded merchandise, Market Marshals educational materials for children, the Common Ground Coalition for industry advocacy, New World Screwworm Resources, the annual World Livestock Auctioneer Championship competition, scholarship programs for students and auctioneer school attendees, and buyer registration services. The organization does not operate a traditional software-as-a-service platform but provides member services, events, advocacy, and insurance products.

Differentiator

Problem solved

Functional benefit

Brands

• Livestock Marketing Insurance Agency (LMIA): Insurance agency providing bond coverage and insurance protection for livestock marketing businesses, founded in 1961 to fill a gap in coverage availability.
• Common Ground Coalition

Products and services

• Livestock Marketing Insurance Agency (LMIA) Full-service insurance agency founded in 1961, wholly owned by LMA, that works exclusively in the livestock marketing industry. LMIA represents multiple carriers and offers bond coverage and specialized insurance protection to livestock auction markets and dealers at competitive rates driven by member volume. All LMIA profits fund LMA member programs.
• LMAauctions Online Auction Viewing Platform Online platform that lets buyers and other market participants watch live livestock auctions streamed by LMA member markets in real time, providing digital access to the LMA member auction network for buyers unable to attend in person.
• World Livestock Auctioneer Championship (WLAC) Annual international livestock auctioneering competition featuring qualifying events across North America, semifinals, and a championship round. The largest and most recognized livestock auctioneering contest in the world, hosted by LMA.
• LMA Scholarship Program Education scholarship program launched in 2023 offering career and academic scholarships for post-secondary students (nine $2,500 awards) and one auctioneer school scholarship of up to $2,500, supporting the next generation of livestock marketing professionals.

Quantifiable outcome

• An average fixed-facility livestock auction market provides approximately $2 million in total value-added dollars to its local community

Named customers6 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered pilot/exploratory and core.

• BlockTrust Networkpilot/exploratoryTechnology or Integration · 17 June 2023LMA partnered with BlockTrust Network and multiple California livestock auctions (Mobile Cattle Marketing, Petaluma CA; Humboldt Livestock Auction Yard, Humboldt CA; Turlock Livestock Auction Yard, Turlock CA; Cattlemen's Livestock Market, Galt CA; Blue Grass Stockyards, Lexington KY) to conduct a pilot project exploring how blockchain technology might allow LMA member businesses to leverage voluntary data capture of cattle moving through auctions.
• Common Ground CoalitioncoreStrategic or Co-development PartnerCommon Ground is a coalition that unites the livestock industry in preserving America's agricultural land for future generations while strengthening and expanding livestock producers who rely on it to feed the world. The coalition includes cow-calf producers, stocker operators, marketers, feeders and allied industry.
• Amplifying Processing of Livestock in the United States (A-PLUS) Act CoalitioncoreStrategic or Co-development PartnerLMA supports and advocates for the A-PLUS Act (HR 1648) which would remove an outdated restriction prohibiting livestock auction market owners from owning or investing in small or regional packers. Sponsored by Reps. Mark Alford (R-MO), Jimmy Panetta (D-CA), Rep. Dusty Johnson (R-SD), with Senate companion S. 782 sponsored by Sens. Ben Ray Lujan (D-NM) and Joni Ernst (R-IA).
• HERITAGE Act CoalitioncoreStrategic or Co-development PartnerLMA supports the Helping Ensure Rural Inheritance Transfers Are Generationally Enduring (HERITAGE) Act, sponsored by Sen. Cindy Hyde-Smith (R-Mississippi), which would help preserve family-owned agricultural land by adjusting Internal Revenue Code Section 2032A to increase the special-use valuation cap to $15 million for qualified real property used for farming.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• National Livestock Producers Association (NLPA): NLPA is a national trade association representing livestock marketing businesses (especially sheep/goats and cattle producer cooperatives), the most direct functional peer to LMA within the livestock marketing trade association space.

Broad incumbents

• National Cattlemen's Beef Association (NCBA): NCBA is the largest trade association representing the U.S. beef industry broadly, including cattle producers, feeders, and allied business; LMA is affiliated via common members and overlapping policy advocacy, but NCBA operates at a broader sectoral level.
• American Farm Bureau Federation: Farm Bureau is a broad agricultural trade association providing policy advocacy and member services for farmers and ranchers across commodities; overlaps with LMA on producer-side policy and rural advocacy.
• United States Cattlemen's Association: USCA represents cattle producers on federal policy, including marketing and competition issues, with overlapping advocacy interests on Packers & Stockyards Act reform with LMA.
• National Farmers Union: NFU represents family farmers and ranchers on federal policy and cooperative business development, providing similar member benefit structures (advocacy, insurance, education) to LMA at a broader agriculture level.

Emerging players

• DV Auction: DV Auction operates an online livestock auction platform widely used by cattle producers; comparable to LMA's LMAauctions offering but not membership-tied, representing a competitive digital channel.
• Superior Livestock Auction: Superior Livestock Auction is a major video/internet cattle auction platform; competes at the digital marketing layer with LMA's member markets and provides an alternative to LMA-affiliated selling channels.
• CattleUSA: CattleUSA operates an online cattle auction and listing platform that competes with LMA member markets' online offerings, particularly for direct-to-buyer sales outside traditional auction infrastructure.
• R-CALF USA: R-CALF is an independent cattle producer association focused on trade and competition policy; overlaps with LMA on Packers & Stockyards Act advocacy but represents independent producers rather than marketing businesses.

Others

• National Auctioneers Association: NAA represents the broader auctioneer profession across asset classes; adjacent to LMA which represents livestock auction businesses and hosts the World Livestock Auctioneer Championship for auctioneer professionals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/sellatauction
• YouTubeyoutube.com/@SellatAuction
• Facebookfacebook.com/auctionLMA
• Instagraminstagram.com/sellatauction

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Livestock Marketing Association