Joe B. Goldberg, 91, a pioneer in the contact lens industry and a resident of Westminster Canterbury in Virginia Beach, died there Monday. Born in Norfolk and raised in Cradock, Dr. Goldberg attended Cradock High School and received his Doctor of Optometry degree in 1941 from the Pennsylvania State College of Optometry in Philadelphia. He was the son of Hyman A. Goldberg and Rose Cooper Goldberg of Norfolk. His beloved wife of 51 years, Betty Eichelbaum Goldberg, predeceased him as did his sister, Ina Mae Green.

Dr. Goldberg was a pioneer in the development of the contact lens manufacturing industry. His first manufacturing site, Conforma Labs, was on Granby St. in downtown Norfolk. In 1961, he moved the facility to 4700 Colley Ave. Conforma expanded its operations - due to Dr. Goldberg's marketing and technical innovations and the exceptional vision and management skills of President Donald L. Corey of Norfolk - to Columbus, OH; Providence, RI, and Baltimore, Md.

Dr. Goldberg was the first president and founder of the U.S. Contact Lens Manufacturing Assn. from 1961-1966. He was a Past President of the Virginia Optometric Assn., a member of the American Optometric Assn. (AOA), The British Contact Lens Assn., a Fellow of the Contact Lens Section of the AOA, and a diplomat in the AOA's Contact Lens Section. He was a member of the American Academy for the Advancement of Science and served on the Board of Trustees at Pennsylvania State College of Optometry.

He wrote hundreds of articles on contact lenses and a textbook entitled "Biomicroscopy for Contact Lens Practice," published in 1970. He was a highly sought-after lecturer at colleges and universities worldwide.
Dr. Goldberg was internationally recognized for his development of aspheric contact lenses for patients needing bifocals and keratoconus lenses and was among the leaders in the embryonic development of gas-permeable contact lenses. His patients will always remember him for his devotion to fitting the most difficult and challenging cases. In 1958, The Sporting News recognized Dr. Goldberg's progressive skills when catcher Hank Foiles became the first Major League baseball player to wear contacts. Even President Ronald Reagan wore Dr. Goldberg's lenses.

Dr. Goldberg sold Conforma Laboratories to Dow Corning Corp in 1977. Dr. Goldberg returned to contact-lens manufacturing in 1983, forming GBF Inc. He sold the company in 2003 to Aero Contact Lens, now a subsidiary of Unilens Vision Inc.

Dr. Goldberg received numerous prestigious awards, including in 1998 the Pioneer Award from the AOA's Contact Lens and Cornea Section in recognition of his "significant contributions to the contact lens industry." Only two people have received this award: Dr. Goldberg and the inventor of contact lenses, the late Dr. Newton K. Wesley. The AOA called Dr. Goldberg a "true leader and pioneer." Bausch & Lomb Vice President Joe Barr added that Dr. Goldberg was a "master insightful clinician, curious investigator, mentor, marketer and successful innovator."

Dr. Goldberg was a Captain in the U.S. Army Medical Service Corps during World War II (1942 to 1946).
He was a loving husband, father and grandfather and a true lover of the arts. He adored his wife Betty's paintings and was a lifelong fan of Mel Brooks' "The Producers." He was an avid golfer and loved The Cavalier Yacht & Country Club, where he was the longest-standing member. He made his last putt at 87. He appeared onstage at The Little Theater in Norfolk when his late wife painted sets for productions there. He also was a longtime member of Ohef Sholom Temple and was a past president of its Men's Club.

Dr. Goldberg moved to Westminster Canterbury in 2002 and became the organizer of speakers for the weekly Forum. He loved playing cards with his many Westminster friends. He enjoyed many activities with his longtime companion, the late Cay Chamberlain.

Dr. Goldberg was a loving father to his three surviving children: Michael S. Goldberg of Virginia Beach; May Swan (Edward T.) of Wilmette, Ill., and Maggie Wilson of Norfolk. He was a doting grandfather to his adored grandchildren: Eric A. Swan and Matthew A. Swan of Chicago, Ill., and Dillon M. Goldberg and Bailey R. Goldberg of Virginia Beach. He especially loved and respected his son-in-law Edward T. (Ted) Swan, a lawyer at Kirkland & Ellis in Chicago.

The family also wishes to acknowledge the longstanding love and support of Willis Harold and his family, of Virginia Beach. Simply put, the Goldberg family considers Willis to be "one of their own" and appreciates Willis' care and attentiveness to Dr. Goldberg.

A memorial service with a reception to follow will be held at 3 p.m. on Monday, Jan. 16, at Westminster Canterbury. Burial is private. In lieu of flowers, the family would appreciate contributions to: Westminster Canterbury Foundation, 3100 Shore Dr., Virginia Beach, Va. 23451; or to help the uninsured receive hospice and palliative care: Sentara Health Foundation, 6015 Poplar Hall Dr. #308, Norfolk, Va. 23502.
Published in The Virginian Pilot from January 11 to January 12, 2012