"A Chinese proverb which parents would scold their kids with for not eating every last grain from the rice bowl. My family were no different, thus conditioning me from a young age to not leave the dinner table until I’ve made sure I’ve left the rice bowl spotless." - Kisum
This is why Kisum and Lincoln were shocked when they found out Rice waste wasn’t only happening at the dinner tables – in fact - wastage mostly occurred before the rice even got to the markets!
The amount of rice that is currently lost in the supply chain equated to 260 million meals annually! To put that into perspective, that’s enough (to feed everyone affected by famine) solve world hunger (predicted to be a big problem by 2050) without having to grow more crops!
This was the starting point from which two friends embarked on a journey to try and bring the 30% down to 0%!