WISHH connects trade and development across global market systems, improving food security.
WISHH has a proven track record of creating market potential by connecting strategic partners and local business leaders to increase demand and fuel economic growth.
Human Nutrition
Soy nutrition and food science assistance drive growth in sector
Poultry
WISHH work builds networks,
improves production capacity
Aquaculture
Public-private partnerships
set tone for growth
Building Associations
WISHH’s association building work gives unity and voice to the value chain
Founded 25 years ago, WISHH is a program of the American Soybean Association and overseen by U.S. soybean farmers.
ASA’s World Initiative for Soy in Human Health program and the United Soybean Board hosted export partners at Commodity Classic 2026 for a panel on collaborative export initiatives drive value back to U.S. soybean farmers. WISHH executive director Gena Perry opened the session and welcomed attendees to the session, titled
The ASA’s World Initiative for Soy in Human Health program Executive Director, Gena Perry, was recently honored with Sigma Alpha Sorority’s Spirit of Ruth Award during the organization’s Ignite Leadership Conference in Denver. The Spirit of Ruth Award recognizes Sigma Alpha alumni who demonstrate active involvement, leadership, and long-standing commitment
The ASA’s World Initiative for Soy in Human Program has once again been allocated Market Access Program (MAP) and Foreign Market Development (FMD) funding for the 2026 program year. ASA serves as the cooperator of record for U.S. soy’s participation in both programs, supporting coordinated efforts to expand global demand