WISHH Perspectives

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#WISHHworks Campaign Wrap: Ag Radio & TV Put Spotlight on WISHH’s Trade Development Work

At least 25 ag radio and television broadcasters, reaching thousands of people in more than 19 states, carried reports of how ASA and the World Initiative for Soy in Human Health (WISHH) Program are capitalizing on big trends for global trade and food security. ASA and WISHH followed up with the broadcasters after ASA issued an August news release featuring 5 recent international reports that support WISHH’s strategy that captures new markets for U.S. soybean growers to fill protein gaps in emerging and developing markets.

RFD TV and Cromwell Ag Network featured interviews with ASA Director and WISHH Chairman Gerry Hayden. The National Association of Farm Broadcasters distributed an audio news release with Hayden, which 23 broadcasters reaching audiences across 19 states carried on their programs. 

“WISHH connects trade and development across global market systems, improving food security,” says Hayden, a Kentucky soybean grower. “Our long-term work is more important than ever for U.S. soybean growers as well as WISHH strategic partners in emerging and developing economies in Asia, Africa and Central America.”

ASA and WISHH also hosted a September 9 Zoom session to brief and coordinate with state soybean associations. WISHH Executive Director provided examples of WISHH’s work that relate to each of the reports issued by global organizations, such as the Organization for Economic Co-operation and Development (OECD).

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Lifestyle Shifts Likely to Boost Consumer Preferences for Soyfoods

The U.S. Soybean Export Council (USSEC) provides its stakeholders with updates on food and health trends that may have a positive impact on the demand for U.S.-grown food  soybeans. Currently, soyfoods complement a variety of lifestyle trends that in turn