The quest for more green and sustainable activities in the hospitality sector is constantly evolving.

This work aims to reflect on how hospitality professionals can strengthen the profile of their businesses, being these restaurants or hotels, in the market by proposing new greener alternative ingredients in their food offerings supporting such decisions with detailed environmental and nutritional information. This could result in an efficient instrument to develop marketing campaigns aimed to reach out toward green customers and raising awareness among new ones. In this work, the author is proposing the example of barley – an ancient grain – as an alternative ingredient to rice.