WISHH marks 25 years of finding new markets for soybean growers across Asia, Latin America and sub-Saharan Africa, including in Cambodia, where WISHH introduced high-quality U.S. soy for fish feed.
Twenty-five years ago, a group of visionary U.S. soybean grower-leaders recognized the need to diversify the use of their crops with new markets around the globe. Their forward-thinking led to the creation of the American Soybean Association’s World Initiative for Soy in Human Health program. This year, WISHH celebrates a quarter century of impact building long-term demand for U.S. soy in developing and emerging markets through trade, development and food security partnerships.
“We were supporting a program that would help provide a good source of protein for regions around the world,” recalled Illinois soybean grower CW Gaffner, a founding farmer of WISHH whose son, Scott, now serves as vice-chair of WISHH’s executive committee. “And I thought we could do that with U.S. soy right from our farms.”
From its earliest years, WISHH began bringing that vision to life with projects designed to create long-term markets for U.S. soy. WISHH’s farmer leaders’ methodical approach has seen U.S. soy introduced in worldwide food and feed markets.
“We farmers are used to obtaining immediate results,” Scott said. “But WISHH’s model is designated for longer commitments with the hope for continued demand as the years increase.”
That long-term commitment has seen WISHH introduce high-quality protein to new markets in 28 countries across Asia, Latin America and sub-Saharan Africa.
Across these regions, WISHH works with business leaders, farmers, local governments and even academic institutions to build new value chains for U.S. soy. In Latin America, WISHH has supported food manufacturers in developing innovative soy-based products that respond to evolving consumer preferences for nutritious, affordable protein. In sub-Saharan Africa, WISHH has helped strengthen aquaculture and poultry industries through training programs and technical assistance that highlight the value of U.S. soybean meal in animal feed. In Asia, the initiative has been instrumental in advancing both food and feed applications, including aquaculture development.
A standout example is Cambodia where the USDA-funded Commercialization of Aquaculture for Sustainable Trade Cambodia project helped transform the country’s aquaculture sector. By introducing new technology and practices, CAST increased production of high-demand freshwater fish while highlighting the reliability and quality of U.S. soy in feed. In 2025, U.S. soybean farmers visited the country to see CAST’s progress.
“It’s been very rewarding to see the success of WISHH in places like Cambodia over the last 25 years,” said WISHH Committee Chair Morey Hill. “And I feel excited that our partners such as USDA have entrusted the WISHH team to continue its work blazing a trail for U.S. soy in Cambodia and other regions around the world.”
These projects serve as models for other WISHH regions as well. WISHH continues to build aquaculture projects in multiple countries in Africa.
Today, WISHH leverages U.S. Department of Agriculture funding with support from Qualified State Soybean Boards and the United Soybean Board to create partnerships on three different continents, creating long-lasting trade relationships.
“As WISHH celebrates its 25th anniversary, its global footprint and the demand for U.S. soy continues to expand and so does its partnerships,” concluded WISHH Executive Director Gena Perry. “I think that’s something the farmers and staff who began at WISHH a quarter century ago can be proud of.”
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