WISHH Perspectives

JimSambathRathadaHatcheryBNov2018-1024x768

WISHH Transitions Developing Customers into Lasting Trade Partners

The mission of the World Initiative for Soy in Human Health – WISHH, as it’s commonly known – is to improve agriculture trade in emerging markets. WISHH is creating long-term demand for U.S.-grown soybeans, according to Liz Hare, executive director.

“We’re trying to ensure that everything is in place so that these [countries] trade with us well into the future, not just participate in one-off trade relationships, one-off sales, but really become lasting trading partners with us,” Hare told Brownfield Ag News.

WISHH blends development and trade by connecting with the private sector, the public sector and non-profit organizations in the countries where they’re working, said Hare.

“We really feel that working with all three of those different sectors is what allows our programs to be successful, and what allows for the sustainable future trade,” said Hare.

Hare is WISHH’s second executive director, replacing Jim Hershey when Hershey took an overseas assignment with the American Soybean Association.

Previous posts:

Soyfoods are Integral to Top Food Trends

Linda Funk, Flavorful Insight  • Sep 21, 2021 Twists and turns in global food and shopping trends have revealed shifts that may benefit the demand for U.S.-grown soy. Soyfoods retain their multifaceted appeal in today’s environment of quickly changing dietary

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

Why Do Soyfoods Make Great Snacks?

By: Linda Funk, Flavorful Insight •May 18, 2021 How do changes in the global picture for snacking behaviors and related consumer preferences have the potential to increase the demand for U.S. soybeans? For today’s global consumers, flavor reigns but nutrition content,