Wedding Rice improves the sustainability of wedding practices
The Wedding Rice is the first non-edible rice product developed by McCann Worldgroup Greece, specifically for ceremonial use during weddings. In Greece, where over 50,000 weddings occur annually, the tradition of throwing rice symbolizes prosperity and fertility. This widespread practice results in significant quantities of edible rice being discarded, despite ongoing challenges faced by Greek rice producers in meeting food supply demands.
all images by Panos Pagonis
the project establishes a new lifecycle for non-edible rice
To address this issue, McCann Worldgroup Greece, in collaboration with Wikifarmer and the Primary Agricultural Cooperative of Chalastra, developed The Wedding Rice. This product repurposes rice unsuitable for consumption, redirecting it toward a specific cultural function. The initiative provides a practical and cost-effective alternative that contributes to reducing food waste and supports local agricultural systems.
Distributed through the Wikifarmer platform at a reduced price, The Wedding Rice aims to improve the sustainability of wedding practices without altering cultural customs. By utilizing rice that would otherwise go to waste, the project establishes a new lifecycle for the product, aligning traditional rituals with contemporary environmental considerations.
non-edible rice offers a more sustainable option for wedding rituals
the Wedding Rice is designed specifically for ceremonial use in weddings
a practical solution that maintains tradition while promoting sustainability
