The rice-throwing tradition at newlyweds is an age-old custom that abounds in symbolism, representing prosperity, fertility, and good fortune. The ritual can be observed in various cultures around the world, with some putting their own spin on it. Many have reimagined the tradition by using other types of grains like wheat, barley, or seeds. Others opt for more modern choices like throwing confetti, flower petals, or candies at the newlyweds. One other variation of the ritual sees couples looking for alternatives that align with their sustainable values, thus giving an eco-friendly meaning to the time-honored tradition.
Thankfully, there is a new product that meets the needs and requirements of all newlywed couples: “The Wedding Rice,” an ingenious alternative to edible rice that keeps the tradition alive while also supporting local farmers. Developed by Wikifarmer and the Primary Agricultural Cooperative of Chalastra, in collaboration with McCann Worldgroup Greece, the initiative was born as o solution to give value to the rice that doesn’t meet market standards and brings no income to farmers.
According to the project, 40% of the rice production in Greece doesn’t reach supermarket shelves, being considered non-edible. Simultaneously, approximately 54,000 weddings take place in Greece every year, with nearly 200 tonnes of perfectly edible rice being used — and, unfortunately, wasted — as part of the tradition.
As beautiful as the practice is, it results in wasted food. But not anymore, as “The Wedding Rice” helps the newlyweds enjoy every part of the tradition guilt-free. They still get to celebrate love traditionally, support farmers along the way, and ensure that such an eco-conscious choice doesn’t affect a single grain of edible rice.
“Wikifarmer is a platform that connects farmers, producers, and agricultural cooperatives. Part of the mission of the Wikifarmer is to actually reduce food waste globally as this gives the opportunity to farmers to sell, let’s say, the “lower-quality rice” for a tradition that has existed for years, allowing them to sell this rice instead of wasting it or throwing it away,” explained Ilias Sousis, CEO & Co-Founder of Wikifarmer.
“It was right in front of our eyes the whole time,” continued Pavlos Kalogiannis, representative of The Chalastra Cooperative. “When we were given this opportunity, we said: ‘Here it is guys, come and get it.’ Why would we say no? This way, we gave a new purpose to the rice and made a years-old tradition viable.”
The campaign is backed-up by a short video and a dedicated microsite. At the theweddingrice.com, visitors can find out how they can buy the rice for their ceremony and farmers can learn how they can turn their wasted crops into The Wedding Rice.
CREDITS
Brand: Wikifarmer
Agency: McCann Worldgroup Greece
CCO: Catalin Dobre
Creative Director: Panos Pagonis
Art Director: Michalis Alexiou
Copywriter: Eleni Perperidou
Copywriter: Despina Karakosta
Copywriter: Hara Moisiadou
Art Director: Vivian Kalomoiri
Art Director: Konstantinos Tsagkakos
ECD: Aleka Papadia
