The Wedding Rice

Wikifarmer and McCann Worldgroup Greece turned the wasteful tradition of tossing rice at weddings into a sustainable solution by repurposing inedible rice from farmers’ surplus. Sold directly to wedding planners, the initiative boosted rice sales by 260%, drove 110% more traffic to Wikifarmer’s platform, and sold over 3 tons in the first week. The campaign addressed food waste and supported local farmers, earning praise from the Greek government as “an excellent initiative to reduce food waste.”