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 diets in developing countries. Visionary soybean checkoff boards and other state soybean grower organizations founded WISHH in 2000.
WISHH is based in the ASA world headquarters in St. Louis, Missouri. As a market development program for U.S. soy targeting human nutrition in developing countries, 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. high-protein soy to improve diets and health as well as encourage growth of food industries in developing countries.
ASA backs WISHH with staff support, project fundraising and grower leader service on WISHH’s governing bodies. To learn more about WISHH, please visit the WISHH website at: www.wishh.org.