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’s Asia division led a trade team of tofu, soy milk, and soy food companies from Cambodia, Myanmar, and Sri Lanka to the U.S. Identity Preserved Alliance’s Identity Preserved International Summit 2026 in Ho Chi Minh City, Vietnam last week. The
ASA/WISHH Executive Director Gena Perry served as a mainstage expert speaker on private-sector partnerships during a global aquaculture conference co-organized by the Food and Agriculture Organization of the United Nations (FAO) on March 18-20. The FAO’s Fisheries Division invited WISHH to take the stage its first global aquaculture conference, marking
WISHH welcomed its in-country representatives from across Africa to the United States for a training focused on sharing successes, strengthening collaboration, and aligning on best practices to grow demand for U.S. so this week. During the visit, WISHH’s marketing, branding, and promotion team led discussions on unified messaging and tools