USDA’s new Global Agricultural Information Network Report recognizes ASA/WISHH’s results in Kenya, which it describes as East Africa’s economic powerhouse. The USDA analysis finds Kenya home to a fast-growing population and middle class, as well as an expanding food service and modern food retail sector.
“The market development activities by U.S. cooperators in Kenya and the East African region have increased the level of knowledge of U.S. food ingredients including soy-based products, wheat, peas, lentils, and dry beans,” states the report that names WISHH.
It further states, “Local ingredient production does not always meet the processing industry’s demand, including for soybeans, corn…”
WISHH first sent a team of consultants to Kenya in 2001. Currently, WISHH is working with Kenyan food and feed manufacturers like ProSoya Kenya. The company is located in Nairobi, Kenya’s political, economic and financial center with an estimated population of 4.7 million. USDA reports that Nairobi’s high concentration of consumers, combined with the city’s commercial power, makes it Kenya’s most dominant market.
ProSoya Kenya is participating in WISHH’s United Soybean Board-funded Mobilizing Entrepreneurs to Expand U.S. Soy Utilization in Developing and Emerging Markets initiative that 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.
Photo caption: WISHH has 20 years of experience working in Kenya, which is home to a fast-growing population and middle class, as well as an expanding food service and modern food retail sector.