ASA-WISHH Strategic Partner Prosoya Kenya Stars in USB-funded Training
ASA-WISHH’s newest video explores how strategic partner, Prosoya Kenya, has benefitted from WISHH’s USB-funded Mobilizing Entrepreneurs to Expand U.S. Soy Utilization in Developing and Emerging Markets Initiative. The company has a high-bar mission of bringing its nutritious and affordable foods—including livestock feeds and their new ready-to-eat porridge, UJILALA— to 70% of African countries by 2030.
Within two years, Prosoya Kenya plans to work with 30,000 pig and dairy farmers through cooperatives and village groups. The entrepreneurial company’s focus on innovation and affordable nutritious soy-based foods and feeds made them an excellent strategic partner for ASA/WISHH to include in WISHH’s virtual training through the USB-funded initiative that works to compress the time for a new U.S. soybean market to go from emerging market entry to expansion market ready.
Craig Williams, a soybean grower who also serves on the Indiana Soybean Alliance Board of Directors and WISHH Program Committee, joined a virtual training session and appears in the video along with Purdue University College of Agriculture faculty members. Purdue Professor Maria I. Marshall and Professor Emeriti Joan Fulton are leading entrepreneurs through a 12-module curriculum designed by Purdue. The virtual training covers topics ranging from the challenging-but-important process of defining the target market for their soy-containing food or feed, pricing, distribution and logistics, and financing.
WISHH’s ability to offer such top-shelf training is attractive to entrepreneurs. In 2009, Prosoya Kenya’s founder Kaburu Muguika launched the company and has built the business on the principle of continuous learning. “If you spend a day without learning something new you would become obsolete,” he says.
As a result of in-depth research on food and feed ingredients, he had concluded that soy is special due to its protein profile that offers all essential amino acids to fortify human foods as well as livestock feeds. Therefore, soy is foundational to Prosoya Kenya and its high-social-impact agenda. “Our mission is to fight poverty, malnutrition and unemployment…. anything that touches that is our work,” says Kaburu.
WISHH’s USB-funded initiative attracts and mentors entrepreneurs who can invest in developing and emerging market soy enterprises, bringing new market sectors into the U.S. soy market pipeline. From CEOs to product innovation and market teams, WISHH is working with more than 50 employees of entrepreneurs in Asia, Latin America and Africa in the human food, livestock, and aquaculture feed sectors.
Mini Documentary: Inspiring Food & Feed Entrepreneur Shares Insights
To inspire and inform entrepreneurs in developing countries, ASA/WISHH commemorates World Food Day by sharing insights from a WISHH strategic partner who is a leader in real-world resilience during COVID-19.
WISHH’s new mini documentary features Samuel Kwame Ntim-Adu, the CEO of Yedent Agro Group of Companies, Ltd. in Ghana. Ntim-Adu signed a memorandum of understanding with WISHH in 2016. He shares fives examples of how WISHH has helped his company that is revising its product development and marketing strategies due to COVID-19 closing schools and other institutional markets. Ntim-Adu also highlights the opportunities for trade between Ghana and the United States that result from this strategic partnership.
His daughter, Soteria, the lead nutritionist for the company, describes the important role of soy as an affordable source of protein as well as results from her participation in WISHH-led training funded by the U.S. Department of Agriculture.
WISHH’s work with Yedent has assisted them in offering new high-quality and affordable soy-based foods to meet the standards of Bill and Melinda Gates Foundation initiatives as well as apply as a supplier to the World Food Programme.
Yedent has also collaborated with WISHH to expand into feed production, including setting up a feed testing laboratory through WISHH’s USDA-funded AMPLIFIES (Assisting in the Management of Poultry and Layer Industries with Feed Improvement and Efficiency Strategies) Ghana Project.
The mini documentary also features a poultry producer who benefited from AMPLIFIES and now buys feed from Yedent for his expanding poultry enterprise. As demand grows for eggs, demand rises for soy as an important poultry feed ingredient.
For nearly three decades, countries and international organizations have recognized October 16 as World Food Day, a day to focus on the importance of global food security. COVID-19 makes the 2020 World Food Day a year like no other for U.S. soybean growers and all the other key members of the global food, feed, and nutrition community. According to the United Nations, 690 million people are hungry worldwide; the pandemic is projected to push another 83-132 million people into hunger by the end of the year.
The 2020 World Food Day theme “Grow, nourish, sustain. Together. Our actions are our future” is fitting for U.S. soybean farmers as they harvest their 2020 crop that is vital to global nutrition. WISHH and U.S. soybean farmers remain committed to working with Samuel, Soteria, and our other partners across the globe to improve food security.
Technical Understanding of Soy Protein Drives Guatemalan Market Development
Guatemala is positioned for growth. Already the largest economy in Central America, Guatemala accounts for nearly 1/3 of the region’s GDP and the economy continues to grow. Guatemala is currently seeing a rise in middle class households and its tourism market, while also exporting more to neighboring countries. Industry experts are expecting 20% growth in the retail food and beverage industry alone by 2023.
While the food and beverage sector expands, Guatemala needs more qualified dieticians, food scientists and human nutrition experts who can speak to changing diets. WISHH’s efforts in Central America, specifically Guatemala, focus on technology transfer. WISHH’s network of partners teach food manufacturers not only the economic, technical and nutritional benefits of soy protein, but also the potential uses of the product and the applications that work well in the region. Soy consumption has significant benefits for human health and WISHH is committed to educating the food processing sector how, when and why they can include soy proteins in existing and new food products.
To date, WISHH has been able to provide critically needed soy nutrition and food science assistance to some of the region’s fastest growing food manufacturers and saw nearly 200 companies launch more than 600 new retail products containing soy protein in just a 14 month period. Not only do these products bring new and exciting offerings to Guatemalan consumers, they also act as a catalyst to challenge competitors in the marketplace to bring even more products to market.
Central America remains a bright spot for future U.S. soy demand. Guatemala is already the 20th largest U.S. soy export market and exports to the Central American region continue to grow.