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U.S. Soy's
Catalyst in
Emerging Markets

Emerging
Markets

WISHH connects trade and development across global market systems, improving food security.

Developing and Emerging Markets

WISHH works with strategic partners to create trade opportunities within untapped markets.
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Incubator

WISHH serves as a soy industry incubator, spurring innovation by connecting local entrepreneurs with industry-specific resources and business knowledge.
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Go-To-Market Strategists

WISHH proactively builds opportunities for trade through a systematic approach designed to increase demand, fuel economic growth and connect the entrepreneurial ecosystem.
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Success Stories

WISHH has a proven track record of creating market potential by connecting strategic partners and local business leaders to increase demand and fuel economic growth.

Founded 25 years ago, WISHH is a program of the American Soybean Association and overseen by U.S. soybean farmers.

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Latest WISHH News

WISHH Discusses Value of U.S. Soy with Cambodia Livestock Raisers Association

October 1, 2025

The American Soybean Association’s World Initiative for Soy in Human Health program sponsored the Cambodian Livestock Raisers Association’s annual conference this week. CLRA’s event brings together livestock and aquaculture stakeholders, including business leaders and government representatives, from across Cambodia to explore opportunities for growth, new technology, and improved feed practices.

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WISHH Shares Global Soy Insights at Asia Grains and Oilseed Conference

September 18, 2025

The American Soybean Association’s World Initiative for Soy in Human Health program highlighted the global impact of U.S. soy, particularly in Asia, at the Asia Grains and Oilseed Conference in Tashkent, Uzbekistan, this week. The conference included more than 200 attendees from over 20 countries, including Uzbekistan, Kazakhstan, Tajikistan, and

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Logo of World Initiative for Soy in Human Health