In Greece one of the most cherished traditions is showering newlyweds with rice. Every year more than 50K of weddings take place, and more than 200 tonnes of perfectly edible rice end up on the floor, at a time when the domestic market struggles to meet demand. And that’s exactly where we found an opportunity - an opportunity to create a brand-new product in collaboration with Wikifarmer , made from the discarded rice of farmers’ production. This ensures that an age-old tradition becomes sustainable while the maximum amount of edible rice reaches supermarket shelves.

Agency: McCann Athens

Production house: Parasol