For 25 years, the American Soybean Association’s World Initiative for Soy in Human Health (WISHH) has been building a global network to expand the market for U.S. soy. The program, which operates in developing and emerging markets across Asia, Latin America, and sub-Saharan Africa, has a clear guiding principle: partnerships. By collaborating with a diverse range of organizations, WISHH is not only creating new opportunities for American farmers but also addressing critical issues of global food security.
WISHH’s success is a testament to its broad and strategic partnerships. The program works hand-in-hand with the U.S. Department of Agriculture, the United Soybean Board, state soybean boards, and a variety of international and domestic entities, including non-profits, government agencies, businesses, and academic institutions. This extensive network allows WISHH to tailor its efforts to the specific needs of each market, whether it’s introducing soy-based innovations in aquaculture or strengthening the technical capacity of local food processors.
“One thing I didn’t realize before I got involved with U.S. soy and the checkoff was how important these partnerships are,” said Tony Mellenthin, chair of the United Soybean Board’s Export Working Group. “In a lot of these markets, for WISHH to accomplish what we want to accomplish as U.S. soybean farmers, we really need to find key partners. And WISHH is doing that.”
A prime example of this strategy is WISHH’s work in Southeast Asia and Africa. The organization helped establish the Cambodia Aquaculturist Association, a partnership of over 1,200 industry representatives, as a long-term strategy for U.S. soy in the region. Similarly, in Africa, WISHH’s training programs have reached thousands of fish farmers in multiple countries, and its support for companies like Animal Care Laboratories in Nigeria and Yedent Agro in Ghana helps them build relationships with thousands of customers, all while highlighting the value of U.S. soy.
WISHH’s approach goes beyond on-the-ground training. It fosters long-term relationships through conferences, site visits, and technical sessions that educate international business leaders on the quality and reliability of U.S. soy. These interactions, whether on a U.S. soybean farm or at an international conference like the recent Global Food Security Conference in Guatemala, build trust and open doors for future trade.
As WISHH Executive Director Gena Perry noted, “After 25 years, one thing remains true for WISHH. Partnerships are vital to the work we do. We’ve created a network across three continents outside the United States, all the while leveraging resources from USDA to the soybean checkoff to grow trade for farmers.”
Through its commitment to collaboration, WISHH is proving that building markets for U.S. soy is not just about transactions—it’s about building relationships and creating a sustainable future for both American farmers and global communities.
