Founded in 2000, the World Initiative for Soy in Human Health (WISHH) is a program operated by the American Soybean Association (ASA) to promote exports of U.S. soy protein for use in human diets in developing countries. WISHH is based in the ASA global headquarters in St. Louis, Missouri. As a market development program of U.S. soy targeting human nutrition in developing country, WISHH stimulates demand for soy around the world. We have worked with numerous private voluntary organizations and multinational companies in 23 different developing countries in three continents, training people how to use soy for economic and nutritional gain. Many of these groups and firms are using U.S. high-protein soy to improve diets and health, as well as encourage the rise of food industries in developing countries.