What WISHH (The World Initiative for Soy in Human Health) does

WISHH (The World Initiative for Soy in Human Health) is a non-profit international trade and development program founded in 2000 and operated under the American Soybean Association, with headquarters in St. Louis, Missouri and approximately 15 employees. The organization works across 29 countries in Asia, Latin America, and Sub-Saharan Africa to build demand for U.S. soy protein by developing local aquaculture, poultry, and human food industries. Its core service portfolio spans five focus areas — Aquaculture, Poultry, Human Food & Beverage, Association Building, and Global Food Security — delivered through named programs including CAST-Cambodia (Commercialization of Aquaculture for Sustainable Trade), AMPLIFIES Ghana, and the historical FEEDing Pakistan project.

WISHH's technical capabilities center on agricultural input technologies and capacity-building rather than software or digital products. Notable proprietary methods include In-Pond Raceway Systems (IPRS) for climate-resilient aquaculture developed with Cambodian fabricator Made for This Fabrication through five design generations, solar drying domes for fish processing, fish nursery systems that reduce fry mortality, and aquaculture aeration trials. The organization delivers these capabilities through trade team missions bringing international buyers to the U.S., in-country training workshops (e.g., 42-attendee feed formulation sessions in Accra), an online resource center, the Soy Buyer's Guide publication, and a newsletter. Strategic partners include Northern Crops Institute, Kansas State University (IGP Institute and Sustainable Intensification Innovation Lab), Purdue University, University of Georgia, FAO, World Food Programme, U.S. Soybean Export Council, and CNFA.

WISHH is funded through USDA Foreign Agricultural Service programs (Market Access Program, Foreign Market Development, Food for Progress), the United Soybean Board, and state soybean checkoff boards (Illinois, Nebraska, Minnesota, North Dakota, South Dakota, Missouri). It does not charge for services and has no commercial revenue model; instead it operates as an enterprise-field-sales-style trade development function, building in-country market infrastructure such as the Cambodian Aquaculturist Association (2,000+ members) and Ghana's National Egg Campaign Secretariat. Customer/partner relationships are spread across feed manufacturers (AgriMaster, Animal Care Laboratories), poultry producers (Rockland Farms), food processors (CTC Group, ZFS Creston, Yang Li Yi Tofu), and government/development bodies, with documented end-market outcomes including Ghana's egg consumption rising from 12 to 128 eggs per capita (1995-2018) and CTC Group projecting soy-based nutrition reach to over 20 million people across Latin America.

Name

WISHH (The World Initiative for Soy in Human Health)

Legal name

World Initiative for Soy in Human Health

Website

https://wishh.org

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

WISHH is a non-profit trade development program of the American Soybean Association that builds aquaculture, poultry, and food processing markets for U.S. soy across 29 emerging market countries in Asia, Africa, and Latin America, funded by USDA and soybean checkoff programs.

Ownership category

akta.pro rank

Product category

International Agricultural Trade Development

NAICS

Oilseed and Grain Farming (1111)

SIC

Agricultural Services (700)

akta.pro primary industry

Farm Operations Planning & SOP Development (AFACAJAB)

akta.pro secondary industry

Soybean Farming (AFAGABAA)

Keywords

• International trade development
• Agricultural technical assistance
• Food security programs
• Aquaculture development services
• Soy protein utilization

Headquarters

HQ city

St. Louis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. USDA Program Funding: WISHH is a program of the American Soybean Association funded primarily through USDA Foreign Agricultural Service programs including Market Access Promotion, Agricultural Trade Promotion, Foreign Market Development, and USDA Food for Progress projects.
2. Soy Checkoff Funding: Supported by the United Soybean Board and state qualified checkoff boards (Illinois Soybean Association, Nebraska Soybean Board, Minnesota Soybean Research and Promotion Council, North Dakota Soybean Council, South Dakota Soybean checkoff, Missouri Soybean Merchandising Council) that fund WISHH's strategy to build new markets for U.S. soy through health, nutrition, and food security improvements.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

WISHH connects U.S. soybean farmers with developing and emerging markets through trade development programs, in-country technical training, association building, and trade missions to expand demand for U.S. soy across aquaculture, poultry, human nutrition, and food processing value chains. Its services include technical assistance, feed formulation training, market systems development, entrepreneur incubation, and facilitation of long-term trade relationships between international buyers and U.S. soy suppliers in 29 countries across Asia, Latin America, and Sub-Saharan Africa.

Product overview

WISHH (The World Initiative for Soy in Human Health) is a program of the American Soybean Association that connects trade and development across global market systems to improve food security. Rather than a unified software product, WISHH operates as a portfolio of trade development programs and focus areas including: Developing and Emerging Markets, Incubator, and Go-To-Market Strategists (core service areas); Aquaculture, Poultry, Human Food & Beverage, Association Building, and Global Food Security (focus areas); plus resources such as the Online Resource Center, Soy Buyer's Guide, and WISHH Newsletter. Major projects include CAST-Cambodia (aquaculture development), AMPLIFIES Ghana (poultry improvement), and FEEDing Pakistan (aquaculture). WISHH organizes trade teams and training programs to connect international partners with U.S. soy expertise and market opportunities.

Differentiator

Problem solved

Functional benefit

Products and services

• Developing and Emerging Markets Program WISHH's core program working with strategic partners to create trade opportunities within untapped developing and emerging markets, providing trade solutions that start at the ground level and position U.S. soy as a protein partner.
• Incubator Program Soy industry incubator service that spurs innovation by connecting local entrepreneurs in emerging markets with industry-specific resources, business knowledge, networking, and business planning mentorship.
• Go-To-Market Strategists Service Systematic go-to-market service designed to increase demand, fuel economic growth, and connect the entrepreneurial ecosystem with market system expertise across developing and emerging markets.
• CAST-Cambodia Project

Quantifiable outcome

• Ghana's egg consumption increased from 12 eggs per capita in 1995 to 128 eggs per capita in 2018 through WISHH's National Egg Campaign
• +4 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

30 partnerships are on record, tiered core, major and minor.

• American Soybean AssociationcoreStrategic or Co-development PartnerWISHH is a program of the American Soybean Association, which provides organizational oversight and strategic direction. WISHH is overseen by U.S. soybean farmers who serve on its governing committee.
• United Soybean BoardcoreStrategic or Co-development PartnerPrimary funding partner supporting WISHH's strategy to build new markets for U.S. soy through health, nutrition, and food security improvements. USB chairman Ralph Lott III helped launch WISHH's global food security website section.
• USDA Foreign Agricultural ServicecoreStrategic or Co-development PartnerWISHH leverages USDA FAS funding including Market Access Promotion, Agricultural Trade Promotion, Foreign Market Development, and Emerging Market Program funds for trade development activities.
• Cultivating New Frontiers in Agriculture (CNFA)majorStrategic or Co-development PartnerPartnered with WISHH to host U.S. Soy Trade Seminar for feed industry stakeholders in Zimbabwe, introducing potential buyers and feed industry leaders to the value of U.S. soy.
• Northern Crops InstitutecoreStrategic or Co-development PartnerPartner for INTSOY: Introduction to Soybean Short Course and other training programs. WISHH brings international trade teams to NCI for comprehensive overview of U.S. soy industry including field tours, laboratory demonstrations, and technical sessions.
• Kansas State UniversitymajorStrategic or Co-development PartnerThrough the Sustainable Intensification Innovation Lab and IGP Institute, Kansas State provides technical training for feed manufacturing, poultry production, and aquaculture. Worked with WISHH on CAST-Cambodia project.
• U.S. Soybean Export CouncilcoreStrategic or Co-development PartnerWISHH partners with USSEC on trade teams, buyer conferences, and market development activities. Collaboration includes joint events like the Trade Opportunity Preview Summit in Taiwan.
• World Food Prize FoundationmajorGTM or Marketing PartnerWISHH participates in World Food Prize events including panel discussions on sustainable solutions, food security, and U.S. soy's role in global nutrition. WISHH Chair Morey Hill participated in 2025 World Food Prize panel.
• Food and Agriculture Organization of the United Nations (FAO)majorStrategic or Co-development PartnerFAO Cambodia and WISHH identified opportunities to collaborate on supporting aquaculture association development. FAO plans investment forum for Cambodian aquaculture in November 2025, with WISHH input on investment pitches.
• Royal University of Agriculture (Cambodia)majorStrategic or Co-development PartnerPartner in CAST-Cambodia project, establishing the Center of Excellence on Sustainable Agricultural Intensification and Nutrition (CE SAIN) and internship programs for aquaculture training.
• Cambodian Aquaculturist AssociationcoreStrategic or Co-development PartnerWISHH helped launch this association through its USDA Food for Progress CAST project. CAA now has over 1,200 members (2,000+) and is key to WISHH's long-term sustainability strategy, making the aquaculture sector more valuable for U.S. trade.
• Lixia Capsia Gestionis (LixCap)majorImplementation/ SI/ Consulting PartnerWISHH partnered with LixCap for financial trainings in Cambodia aimed at increasing access to finance for aquaculture businesses. Training helps partners become investment ready and build stronger markets for U.S. soy.
• Made for This Fabrication (Cambodia)majorTechnology or IntegrationLocal Cambodian partner that has advanced WISHH's in-pond raceway system through five generations with improved features including easier installation, streamlined materials, better paints, and new sizes (mini and super-sized).
• Illinois Soybean AssociationcoreStrategic or Co-development PartnerState soybean checkoff board providing funding for WISHH activities including Kazakhstan conference sponsorship, Cambodia aquaculture trials, and trade team support. ISA supported trials to train snakehead fish to eat soy-based feeds.
• Nebraska Soybean BoardcoreStrategic or Co-development PartnerSupported WISHH's aquaculture aeration trials in Ghana and Nigeria. Trials assess economic viability of using in-pond aeration systems for fish farms to strengthen trade avenues for U.S. soy.
• Missouri Soybean Merchandising CouncilcoreStrategic or Co-development PartnerSupported WISHH's introduction of in-pond raceway systems in Cambodia in 2019. Also supports Cam-CAP vocational training program for aquaculture professionals.
• Minnesota Soybean Research and Promotion CouncilcoreStrategic or Co-development PartnerCollaborated with WISHH to identify companies for targeted discussions at Asia Grains and Oilseed Conference. Provided checkoff funding for trade team hosting including INTSOY programs.
• North Dakota Soybean CouncilcoreStrategic or Co-development PartnerPartner with WISHH for trade team hosting including Essential Amino Acid Short Course and INTSOY programs. Provided checkoff funding for international trade delegations.
• Specialty Soya and Grains Alliance (SSGA)majorStrategic or Co-development PartnerWISHH hosted panel at SSGA's Identity Preserved International Summit. Collaboration includes technical support and trainings for identity preserved soybean buyers.
• Institute of Food Technologists (IFT)majorGTM or Marketing PartnerWISHH sponsored trade team participation at IFT FIRST Conference, the leading trade show for global ingredients. Conference brings together researchers, scientists, engineers, and entrepreneurs from across the global food value chain.
• University of GeorgiamajorStrategic or Co-development PartnerWISHH sends trade team members to UGA International Poultry Short Course providing comprehensive overview of modern poultry production including technology, nutrition, bird health, and processing.
• Purdue UniversitymajorStrategic or Co-development PartnerWISHH partners with Purdue for Soy Protein Short Course and expert presentations. Dr. Haley Oliver, professor of food science, provides keynote presentations on food safety and future of food safety at WISHH events.
• World Poultry FoundationmajorStrategic or Co-development PartnerUS-based foundation that developed online training videos and downloadable training materials to help emerging African poultry farmers learn modern practices. WISHH links to these resources in its Online Resource Center.
• U.S. Meat Export FederationminorGTM or Marketing PartnerParticipated with WISHH on Commodity Classic panel discussing collaborative export initiatives that drive value back to U.S. soybean farmers.
• USA Poultry & Egg Export CouncilminorGTM or Marketing PartnerParticipated with WISHH on Commodity Classic panel discussing collaborative export initiatives that drive value back to U.S. soybean farmers.
• World Food ProgrammemajorStrategic or Co-development PartnerWISHH collaboration bridges two USDA-supported programs with WFP for Cambodian school meal program. Wholesalers and school suppliers signed contracts to provide fresh fish for approximately 11,400 children's meals.
• MasterCard FoundationmajorStrategic or Co-development PartnerFunding source for HAPPY Broiler Project implemented by Agri-Impact, which seeks to build thousands of new jobs for youth in Ghana by strengthening poultry production. Yedent-Agro is a key partner of the project.
• Republic of Uzbekistan Ministry of Investments, Industry and TrademajorStrategic or Co-development PartnerMemorandum of Understanding signed December 4, 2025 to expand collaboration on developing trade for U.S. soy. WISHH hosted Uzbek buying mission at headquarters in advance of C5+1 Summit.
• Delong CompanyminorChannel Partner/ Reseller/ DistributorContainer loading facility that WISHH trade teams visit to understand U.S. soy transportation and logistics infrastructure for global shipping.
• International Grains Program Institute (IGP)majorStrategic or Co-development PartnerWISHH brings trade teams to IGP for courses on feed manufacturing best practices, grain quality management, and feed formulation at Kansas State University.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• ACDI/VOCA: ACDI/VOCA is an international development nonprofit focused on agribusiness, food security, and economic growth in emerging markets, with overlapping value-chain and cooperative-association development work to WISHH.
• Winrock International: Winrock International is a nonprofit that implements agricultural development, economic growth, and food security programs globally, overlapping with WISHH's farmer-to-farmer training and emerging-market capacity-building work.
• TechnoServe: TechnoServe is an international nonprofit that develops market-based solutions for agriculture and food security in emerging economies, operating a similar entrepreneur-incubator and value-chain-development model as WISHH.
• Cultivating New Frontiers in Agriculture (CNFA): CNFA is an international agricultural development organization that partners with WISHH (e.g., the July 2026 Zimbabwe U.S. Soy Trade Seminar) and runs similar value-chain and trade capacity-building programs in emerging markets.

Others

• Food and Agriculture Organization of the United Nations (FAO): FAO is a UN agency that WISHH partners with directly (e.g., FAO Cambodia aquaculture collaboration) and that runs global food security and agricultural development programs structurally adjacent to WISHH's mission.

Direct peers

• USA Rice Federation: USA Rice represents U.S. rice producers and runs international promotion, market access, and trade development programs structurally similar to WISHH's checkoff-funded trade development model.
• Cotton Council International: Cotton Council International is the export promotion arm of the National Cotton Council, running farmer-funded international marketing programs in emerging markets using the same trade-mission and technical-training playbook as WISHH.
• U.S. Soybean Export Council (USSEC): USSEC is the primary international marketing arm for U.S. soybeans and shares WISHH's mission of building global demand for U.S. soy; the two organizations explicitly collaborate on trade teams, buyer conferences, and market development activities, making it the closest functional peer.
• Food Export Association of the Midwest USA: Food Export-Midwest is a state and USDA-funded international trade development organization that helps U.S. food and agricultural product companies enter foreign markets, structurally analogous to WISHH's mission.
• U.S. Wheat Associates: U.S. Wheat Associates is the farmer-funded international market development organization for U.S. wheat, operating with the same trade-team, technical training, and emerging-market development model that WISHH uses for U.S. soy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/WISHHSoybeans
• LinkedInlinkedin.com/company/wishh

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about WISHH (The World Initiative for Soy in Human Health)