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 26 years ago, WISHH is a program of the American Soybean Association and overseen by U.S. soybean farmers.
The ASA’s World Initiative for Soy in Human Health Program Executive Director Gena Perry joined agricultural leaders from across the country at the 2026 ACE Summit, where she participated in a panel discussion on building trade through strategic partnerships. The sold-out event, which also included U.S. Dairy Export Council Chairwoman
The American Soybean Association’s World Initiative for Soy in Human Health program welcomed feed industry leaders from Africa and Asia to the International Grains Program Institute at Kansas State University this week for a course focused on feed manufacturing best practices and the value of high-quality ingredients like U.S. soy.
As World Trade Month highlights the importance of international partnerships, the ASA’s World Initiative for Soy in Human Health program is recognizing a busy summer focused on strengthening global connections that create new opportunities for U.S. soy. In the months ahead, WISHH will welcome dozens of international trade team partners