About Us

Why WISHH

As U.S. soy’s catalyst in developing and emerging markets, WISHH tracks trends in protein demand, works to guide and foster business development with local entrepreneurs and connects partners across global market systems improving food security.

About WISHH

WISHH serves as U.S. soy’s catalyst for trade in developing and emerging markets. We track trends in protein demand and then work to guide and foster business development with local entrepreneurs where markets show the most potential long-term. We also connect businesses to partners across global market systems to ensure successful market development, while learning from those who have worked in these markets before. These efforts ultimately drive trade while also improving food security in the areas in which we work.

Established 20 years ago, WISHH is a program of the American Soybean Association.

The WISHH Difference

While other organizations focus on agricultural development activities or international marketing alone, WISHH focuses our energy on untapped potential.
We work with strategic partners to define trade opportunities, we serve as a soybean industry incubator for global entrepreneurs and we provide go-to-market strategies by connecting new businesses to the vast resources available in our market systems. Read more about our organization’s efforts by tapping into our core functions:

Developingand Emerging Markets ___

Developingand Emerging Markets ___

Incubator ___

Incubator ___

Go-To MarketStrategists ___

Go-To MarketStrategists ___

Our Organization and Partners

WISHH works with a network of industry experts to build market systems across the globe. Our governing committee, staff and partners work together to create change in the marketplace.

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Governing Committee

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Governing Committee

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Staff

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Staff

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Partners & Funders

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Partners & Funders

Where We Work

WISHH works in developing and emerging markets across the globe. We work with entrepreneurs and innovators interested in development and growth throughout the protein market space, including aquaculture, poultry, livestock  and human nutrition. We currently have programs in Central America, Africa and Asia.

WORLD INITIATIVE FOR SOY IN HUMAN HEALTH

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