WISHH’s USDA-funded market assessments found that Cambodian feed millers prefer the digestibility and consistent quality of U.S. soybean meal. With USB funding, WISHH is now building on findings like these and mentoring entrepreneurs who can invest in soy enterprises.

WISHH’s USDA-funded market assessments find Cambodia and Sri Lanka offer potential for U.S. soy trade. Such assessments offer important stage-one insights for WISHH’s USB-funded Mobilizing Entrepreneurs to Expand U.S. Soy Utilization in Developing and Emerging Markets initiative.

Based on 20 years of experience, WISHH designed its USB-funded initiative to tackle challenges in Africa, Asia, and Latin and Central America. There’s no simple one-size-fits-all solution to overcome obstacles to supply chains in developing and emerging markets, so WISHH’s USB-funded initiative works to compress the time for a new U.S. soybean market to go from emerging market entry to basic market ready. The initiative attracts and mentors entrepreneurs who can invest in developing and emerging market soy enterprises, bringing new market sectors into the U.S. soy market pipeline.

WISHH’s work is building on findings like these from Asia.

Cambodia

• Continued foreign investment in animal feed mills demonstrates the livestock sector is poised for growth.
• Feed millers prefer the digestibility and consistent quality of U.S. soybean meal but are price sensitive.

Sri Lanka

• The growing middle class has positive views on soy foods--meat analogues and snack foods are two opportunities.

With rising incomes, food consumption is rapidly shifting from being carbohydrate-reliant to protein heavy as people look for healthier, more nutritious and tastier food options. Source: The Asia Food Challenge, Harvesting the Future”