The Wedding Rice, a groundbreaking initiative by McCann Worldgroup Greece, aims to reduce food waste during weddings by introducing a non-edible rice product. In Greece, where throwing rice symbolizes prosperity and fertility, this initiative reuses rice not fit for consumption, creating a sustainable option that aligns with cultural practices. The project has been developed in partnership with Wikifarmer and local agricultural cooperatives. Priced affordably through the Wikifarmer platform, The Wedding Rice offers a practical solution to food waste and supports local farmers, merging traditional customs with contemporary environmental considerations.
The Wedding Rice, developed by McCann Worldgroup Greece, is a non-edible rice product designed to address food waste in wedding traditions while preserving cultural customs.
By utilizing rice that is unsuitable for consumption, The Wedding Rice establishes a new lifecycle, improving the sustainability of wedding practices in Greece.
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