Guinness gimmicks could wreck, not boost, brands

I was shocked by the huge quantity of food wasted during a recent Guinness World Records event in Yangzhou, a city in Jiangsu province.

The Guinness record-setting "Largest Serving of Fried Rice" on Oct 22 needed 4.2 tons of rice, eggs and other materials to prepare. The word "serving" is defined as food that needs to be served to people.

But, around 150 kg of the fried rice was eventually used as feed for a local pig farm, said a Jiangsu TV report.