McCann Worldgroup Greece Unveils the First Rice Made Exclusively for Weddings

In Greece, an average of 53,896 weddings take place annually, each accompanied by the traditional "throwing" of rice—an age-old custom symbolising prosperity and fertility for the newlyweds. However, this practice results in hundreds of tons of edible rice being discarded, while local producers struggle to meet consumer demand.

Wikifarmer, in collaboration with the First Agricultural Cooperative of Rice Producers of Chalastra, introduces a unique product: The Wedding Rice. Available at an exclusive price through Wikifarmer’s website, this initiative repurposes non-commercial rice that is otherwise discarded due to strict market standards. This way, the once-discarded-rice gets a second life, transforming a longstanding tradition into a sustainable practice.

The result? Farmers benefit, food waste is reduced, and a beloved tradition becomes viable – ensuring that every grain of rice ends up on a plate, not at the altar.