first_imgMichigan soybean grower Jim Wilson describes how WISHH leverages state soybean checkoff investments to build new markets for U.S. soy.Michigan soybean grower Jim Wilson shares how the American Soybean Association’s World Initiative for Soy in Human Health (ASA/WISHH) builds markets for U.S. soy in a new video for farmers.Wilson appreciates how state soybean checkoff dollars are wisely spent while WISHH leverages farmer investments with government or private-sector funds. He describes how WISHH grows U.S. soybean sales and then transitions programs in these countries to the U.S. Soybean Export Council (USSEC).“We are down in the nitty gritty of developing markets in some of these very fragile and growing economies either in human foods or animal feeds or in aquaculture,” says Wilson, who serves on the WISHH Program Committee.last_img