WISHH serves as U.S. soy’s catalyst for trade in developing and emerging markets. They track trends in protein demand and then work to guide and foster business development with local entrepreneurs where markets show the most potential long-term. They also connect businesses to partners across global market systems to ensure successful market development, while learning from those who have worked in these markets before. These efforts ultimately drive trade while also improving food security in the areas in which they work.

Established 20 years ago, WISHH is a program of the American Soybean Association

Mission: WISHH develops agricultural value chains in emerging markets, creating trade and long-term demand for U.S. soy.​ 

Vision: WISHH builds U.S. soy trade through the improvement of health, nutrition, and food security in emerging markets. 

The WISHH Difference

While other organizations focus on agricultural development activities or international marketing alone, WISHH focuses their energy on untapped potential.
They work with strategic partners to define trade opportunities, they serve as a soybean industry incubator for global entrepreneurs and they provide go-to-market strategies by connecting new businesses to the vast resources available in their market systems.

1. DEVELOPING AND EMERGING MARKETS

Untapped Trade: WISHH provides trade solutions, starting at the ground level and working to shape market dynamics, while positioning U.S. soy as a protein partner for the future.

Relationship Building: WISHH works with key stakeholders to demonstrate U.S. soy’s value for businesses and communities.

Long-Term Development: As an agricultural development partner, WISHH identifies markets that demonstrate growth potential and then works within those systems to build resilience in trade.

2. INCUBATOR

Startup Mindset: WISHH works with driven leaders and supply chain partners within countries to build networks and fill gaps in the value chain needed to launch a new product or service.

Networking: WISHH develops networks in each market to understand public and private influencers, as well as governmental policies, regulations and macroeconomic behaviors, to better assist local entrepreneurs.

Business Planning: WISHH mentors local entrepreneurs and business owners on topics including risk management, procurement, and feed and food technology, to set them up for long-term success.

3. GO-TO MARKET STRATEGIES

Market System Experts: WISHH brings a unique understanding of existing and emerging market systems and helps connect new businesses to relevant resources within the public, private and non-profit sectors.

Localized Approach: WISHH recognizes that building market systems is not a onesize-fits-all approach, so they work with their partners toward a solution that fits the individual situation.

Nutrition and Food Security: WISHH specializes in market systems related to protein demands, working to improve health, nutrition and food security in the markets where they work.

Where They Work

WISHH works in developing and emerging markets across the globe. They work with entrepreneurs and innovators interested in development and growth throughout the protein market space, including aquaculture, poultry, livestock  and human nutrition. They currently have programs in Central America, Africa and Asia.