About Us

Watch WISHH’s ‘explainer’ video to see how strategic partnerships with WISHH capture the potential for economic progress with soy protein in nutritious foods as well as feeds for poultry, fish and more. WISHH is making the video available in five languages (Burmese, English, French, Khmer, and Spanish), a new record for WISHH translations of any single educational tool.

The video informs entrepreneurs in developing and emerging markets so they can see how WISHH educates, mentors and networks as well as provides effective trade solutions. It shares how U.S. soybean farmers support WISHH’s work with businesses, governments, and non-governmental organizations from Guatemala to Cambodia to Uganda.


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 in 2000, 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 ___

Ship icon representing soy export
Chicken and Fish Icon Representing Protein Needs
Icon representing new clients
Ship icon representing soy export
Chicken and Fish Icon Representing Protein Needs
Icon representing new clients
Icon for Drives Innovation and Investment
Hands Icon Representing Cultivating Strategic Partnerships
Graph Icon Representing Building Demand Growth
Cycle Icon Representing Connecting Trade and Development

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.

Governing Committee
Governing Committee
Partners & Funders
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.

Map of the Latin American countries where WISHH works: Guatemala, El Salvador, Honduras, Nicaragua, Costa Rica, Panama, and Dominica Republic

Latin America

  • Guatemala
  • El Salvador
  • Honduras
  • Nicaragua
  • Costa Rica
  • Panama
  • Dominica Republic
Map of the Africa countries where WISHH works: Mali, Senegal, Guinea Bissau, Guinea, Sierra Leone, Burkina Faso, Ivory Coast, Ghana, Togo, Benin, Nigeria, Zambia, Tanzania, Uganda, Kenya, Ethiopia


  • Mali
  • Senegal
  • Guinea Bissau
  • Guinea
  • Sierra Leone
  • Burkina Faso
  • Ivory Coast
  • Ghana
  • Togo
  • Benin
  • Nigeria
  • Zambia
  • Tanzania
  • Uganda
  • Kenya
  • Ethiopia
Map of the Asia countries where WISHH works: Kazakhstan, Uzbekistan, Myanmar, Cambodia, Sri Lanka


  • Kazakhstan
  • Uzbekistan
  • Myanmar
  • Cambodia
  • Sri Lanka
Logo of World Initiative for Soy in Human Health