The Wedding Rice

In Greece, over 50,000 weddings take place every year, each featuring the cherished tradition of throwing rice to newlyweds to symbolize prosperity and fertility. However, this practice leads to hundreds of tons of edible rice being wasted while Greek rice producers struggle to meet consumer demand. Recognizing this contradiction, McCann Worldgroup Greece in collaboration with Wikifarmer and the Primary Agricultural Cooperative of Chalastra, introduces The Wedding Rice – a sustainable alternative that gives new purpose to rice that would otherwise be discarded. Instead of that, this rice is repurposed specifically for wedding tosses, offering a cost-effective solution that benefits both farmers and the environment. Available at an exclusive price through Wikifarmer’s platform, this initiative ensures that every grain of rice serves a greater purpose—reducing food waste, supporting local agriculture, and making a beloved tradition more sustainable. With The Wedding Rice, a simple act transforms into a meaningful impact, proving that creative-thinking and tradition can go hand in hand.