WISHH Perspectives

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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.

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