The plate is designed to make a meal look bigger - a gastronomic illusion and an innovative way to tame Saudi Arabia's pervasive throwaway culture. 

Across much of the Gulf lavish displays of food are seen as a cultural totem of generosity and hospitality. But much of it ends up in the trash.

Saudi households typically serve large oval-shaped platters piled high with rice, a daily staple, but a lot goes to waste as many just nibble on the sides and rarely even reach the middle.

Entrepreneur Mashal Alkharashi is fighting back - with a rice plate that makes the portion of food appear bigger.

With a mound in the center, the plate minimizes the middle area, prompting people to serve less and save more.

AFP