In a crowded marketplace, how do you differentiate your product from similar products that are all competing for attention? In Fukui Prefecture's Sabae City, three small companies got together to form a new brand of rice. Rather than focusing on the type of rice, where it’s from or how it’s harvested—features often highlighted in rice packaging and branding—Meganemai, as it’s called, focused on the fact that everyone involved in the production of the rice wears glasses!

Indeed, Meganemai is Japanese for “rice with glasses.” Be sure to visit Spoon & Tamago below to learn how you can buy some online!