The World Initiative for Soy in Human Health (WISHH) is a program operated by the American Soybean Association (ASA) to promote exports of U.S. soy protein for use in human and animal diets in developing countries. ASA’s WISHH program builds demand and drives growth for U.S. soy by connecting trade and development: It is an innovative market development program for U.S. soy targeting human and animal nutrition in early stage developing markets, both public and private sectors across the globe.
At the same time U.S. Soybean Export Council (USSEC) is a dynamic partnership of key stakeholders representing soybean producers, commodity shippers, merchandisers, allied agribusinesses and agricultural organizations. Through a global network of international offices and strong support in the U.S., USSEC helps build a preference for U.S. soybeans and soybean products, advocates for the use of soy in feed, aquaculture and human consumption, promotes the benefits of soy use through education, and connects industry leaders.