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 WISHH-Ful
Thinking: New Markets for Soy Products
By Kaayla T. Daniel, PhD, CCN
The World Initiative for Soy in Human Health (WISHH) bills itself as
a benevolent institution with a two-fold mission: "improving diets
and encouraging the growth of food industries" in developing countries.
Based in the headquarters of the American Soybean Association in St.
Louis, this arm of the US soy industry has been actively reaching out
for new markets in 23 countries in Africa, Asia and Latin America.
Targeting Kenya
WISHH is particularly proud of its work in Kenya, where it has been
training bakers and meat processors to use soy flour to "extend"
bread and meat products and encouraging entrepreneurs to develop "health
food" products. According to Mary Kanyingi, WISHH Project Officer
in Kenya, "This is an exciting time in marketing development for
soy. The future of soy in Kenya is promising because more people understand
the benefit of soy and its application to various foods." Although
the 15- to 20-ton shipping containers of defatted soy flour come from
far-away Minnesota, soy flour is promoted as a "sustainable solution"
for the protein demands of the people.
WISHH's choice of Kenya as the recipient of its benevolence is not accidental.
Kenya has a population of 30 million potential customers and is a strategic
hub for trade throughout East Africa.
AIDS Research
WISHH announced yet another charitable undertaking on December 1, World
AIDS Day. A double-blind study to be carried out at the University of
Stellenbosch in South Africa has been designed to show that a "balanced
diet containing appropriate protein and other ingredients can help reduce
the risk of poor outcomes and progression of disease in AIDS patients."
The theory is that soy is such a good source of antioxidants and high-quality
protein that it will help ward off immune deficiencies and prevent the
opportunistic infections that often cause death in AIDS patients. Researchers
plan to give a soy protein powder fortified with micronutrients to one
group and a protein-poor beverage containing only the micronutrients
to the control group.
The research will be completed by fall 2007 and rushed to publication
in a peer-reviewed journal. If that sounds speedy, remember that the
conclusions are already determined and only the busy work remains. Andres
Shea of the Solae Company, the largest industry representative within
WISHH, told NUTRA USA reporter Jess Halliday that the study's primary
purpose is "not market research" but "anytime you develop
something like this there is a possibility of it being well-received.
There could be a significant humanitarian opportunity for bringing a
product to market in Africa."
A New Vegetable Fat
Cargill, meanwhile, has high hopes to feed another "significant
market for food manufacturers"--the world's 1.5 billion Muslims.
Its latest product is a restructured vegetable fat that will replace
the pork fat used in many meat products. This will make it possible
for Muslims to enjoy chicken and turkey sausages without violating halal
dietary laws. The product, called Adrogel GR, is white, has a consistency
similar to pork fat back and is said to "improve organoleptic characteristics
such as texture and succulence." What's more, it can soon be promoted
to Jews adhering to kosher laws and ultimately to all of us as a "healthy"
vegetable alternative to pork, blessed with a lower fat content and
no cholesterol. The oil most likely will be soy oil.
Targeting Europe
In Europe, the push is for soy drinks. According to the Organic Monitor,
Europeans have traditionally consumed soy drinks as dairy alternatives
but "producers are re-positioning their products as health drinks
to broaden consumer appeal." Alpro, the market leader, has revamped
its image with contemporary new packaging, the message "A Healthy
Decision" and a budget of EUR 44 million for television and print
media advertising . So Good, another leading producer, is "raising
consumer awareness" with EUR 6 million. Unilever plans to invest
EUR 17 million on its first new major brand in 12 years, Adez. The blend
of soy milk and fruit juice is being positioned as a health-enhancing
"functional beverage." Apparently, soy drink "penetration"
has already reached 3.4 million households in Europe. In 2005 the German
market overtook the British market to become the largest in Europe.
The fastest growing market is in Spain.
Targeting American Consumers
In the US the "next big thing" may be soy nuts. Although market
growth has slowed for soy milk and most other soy foods, soy nuts are
experiencing runaway double-digit growth, with Nature's Select dry-roasted
soynuts set to take the lead. "Soycrisp and Soycrunch never tasted
so good." say the cheerleaders at the Soy Daily, the World's Largest
Online Newspaper Devoted to Soy and Natural Products."
According to Soy Daily, "Pioneers in this industry couldn't
figure out how to dry roast soybeans--so they fried ‘em. A deep
fried soynut is an oxymoron and totally contradicts the concept of healthy
eating, A fried soynut may be a bit healthier than other fried snacks,
but can't hold a candle to the health benefits of dry roasted soynuts.
. . Not only are these snacks heart healthy, each has only 3 grams of
fat per serving, contains all natural ingredients, has no cholesterol,
no trans fats, but does have 7 grams of soy protein per serving."
The fact is, soy nuts are notoriously hard to digest whether deep
fried or dry roasted. What's more, just 1/2 cup of soynuts contain 128
mg of soy isoflavones. That's a whopping dose of plant estrogens, well
over the 35-45 mg per day shown to cause thyroid and reproductive system
derailment in healthy adults.
About the Author
 Kaayla
T. Daniel, PhD, CCN, earned her Ph.D. in Nutritional Sciences and Anti-Aging
Therapies from the Union Institute and University in Cincinnati and is board-certified
as a clinical nutritionist (CCN) by the International and American Association
of Clinical Nutritionists in Dallas. She is the author of The Whole Soy
Story: The Dark Side of America's Favorite Health Food published in March
2005 by New Trends Publishing. She designs diet, supplement and lifestyle plans
for private clients and is a dynamic speaker and seminar leader who challenges
and entertains her audiences with leading-edge information on clinically proven
ways to prevent and reverse disease and attain optimum health and maximum longevity.
For more information, answers to frequently asked questions or to contact Dr.
Daniel, visit her two websites www.wholesoystory.com
and www.soyfreesolutions.com.
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