Around the globe, your checkoff dollars provide food security for millions while growing trade opportunities for U.S. Soy. The checkoff-supported American Soybean Association’s World Initiative for Soy in Human Health (WISHH) specializes in building markets in areas that import little-to-no U.S. soybeans, taking growth potential into account.

An experienced international marketer with a passion for agriculture, Gena Perry was announced as executive director of WISHH earlier this year. We recently visited with Perry about her new role.

How does the checkoff help with WISHH’s mission?

The checkoff’s focus on health and nutrition for animals and humans perfectly aligns with what WISHH does. We’re closing the protein gap and creating new markets for U.S. Soy abroad. This brings more value back to U.S. soybean farmers.

By leveraging checkoff dollars, we’re opening new markets that wouldn’t have been touched otherwise. For example, the checkoff is helping us build and refine our aquaculture strategies in Southeast Asia and sub-Saharan Africa. Farmer investment allows us to catch every opportunity to build out the market for soy fish feed abroad.

What excites you about working with WISHH?

I’ve always had a focus on international work. I think agriculture connects people all over the world. So even if cultures are wildly different, you can always connect if you’re talking to a farmer with that knowledge and background.

Where does WISHH operate?

We work in 28 countries now, which is a record number for us. Most of our work is in sub-Saharan Africa, but we are also working in Latin America and Asia. We recently started programming in Kazakhstan, which is focused mainly on poultry opportunities there and Zambia which is looking at opportunities across the soy value chain.

Who makes the program’s work possible?

We are funded by USDA, the United Soybean Board and Qualified State Soybean Boards.

What impacts do you see WISHH having in the countries you’re working in?

In markets we work in, there's more protein that’s being demanded than what’s locally available. We want to make sure that protein is affordable and accessible. U.S. Soy solves those issues by closing the gap between demand and supply levels.

By working with farmers and producers abroad to ensure that protein is readily available, safe and nutritious, U.S. Soy provides populations with food security, all while driving and diversifying demand for the soybeans you grow.  

Discover more ways your checkoff dollars work for you 24/7/365 at unitedsoybean.org.