The Wedding Rice

The Wedding Rice was born from the need to address two pressing issues in Greece: the financial struggles of Greek farmers and the wasteful tradition of showering newlyweds with rice. Every year, over 200 tonnes of rice is discarded at weddings, while farmers lose income from inedible rice. Wikifarmer, a platform connecting farmers with businesses, identified an opportunity to create a sustainable solution by enabling farmers to sell inedible rice directly to wedding planners. The Wedding Rice had to reframe this long-standing cultural tradition into a sustainable business model.