WISHH connects trade and development across global market systems, improving food security.
WISHH has a proven track record of creating market potential by connecting strategic partners and local business leaders to increase demand and fuel economic growth.
Human Nutrition
Soy nutrition and food science assistance drive growth in sector
Poultry
WISHH work builds networks,
improves production capacity
Aquaculture
Public-private partnerships
set tone for growth
Building Associations
WISHH’s association building work gives unity and voice to the value chain
Founded 25 years ago, WISHH is a program of the American Soybean Association and overseen by U.S. soybean farmers.
The ASA’s World Initiative for Soy in Human Program has once again been allocated Market Access Program (MAP) and Foreign Market Development (FMD) funding for the 2026 program year. ASA serves as the cooperator of record for U.S. soy’s participation in both programs, supporting coordinated efforts to expand global demand
ASA’s World Initiative for Soy in Human Health Program’s strategic partner, Sesaco Limited, brought the benefits of soy flour and other high-value soy ingredients to world’s largest food and beverage show, Gulfood, held January 26-30 in Dubai. Over the years, Sesaco has sent multiple staffs and key Ugandan customers to
This January, the ASA’s World Initiative for Soy in Human Health program is accompanying trade team members from Asia and Africa to the International Production & Processing Expo following their participation in the University of Georgia’s International Poultry Short Course in Athens, Georgia. 13 trade team partners from Senegal, Ghana,
