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.
Visionary soybean checkoff boards and other state soybean grower organizations founded WISHH in 2000.
WISHH is based in the ASA headquarters in St. Louis, Missouri. As a market development program for U.S. soy targeting human and animal nutrition in early stage developing markets, WISHH stimulates demand for soy in public and private sectors around the world. WISHH has worked with numerous private voluntary organizations and commercial companies in 23 different developing countries in Africa, Asia and Central America, training people how to use soy for economic and nutritional advantages. Many of these groups are using U.S. soy to improve diets and health, as well as encourage growth of food and animal production industries in developing countries.
ASA backs WISHH with staff support, project fundraising and grower leader service on WISHH’s governing bodies.
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