"DAWN TO EARTH": THE INTERNATIONAL ALBA WHITE TRUFFLE FAIR LAUNCHES THE THINK TANK DEDICATED TO SUSTAINABILITY

"DAWN TO EARTH": THE INTERNATIONAL ALBA WHITE TRUFFLE FAIR LAUNCHES THE THINK TANK DEDICATED TO SUSTAINABILITY

The 90th edition draws to a close by rewarding Norbert Niederkofler, three Michelin star chef of the St. Hubertus restaurant and co-founder of Care's

This year’s edition of the International Alba White Truffle Fair will be remembered as the edition of courage: given the continuous changes in the scenario imposed by the spread of the Covid-19 pandemic, the Fair was in fact able to innovate and transform itself with great flexibility; it’s going to end with a flourish, announcing a new path.

The curtain falls on the 90th edition, dedicated to "the world", and it’s precisely to the world that it’s going to further open up, combining the centrality of food and wine with the topicality of a very contemporary challenge: sustainability. In recent years, the media exposure of wine & food worldwide has embarked on a virtuous path that focuses on ethics and sustainability as the leading concepts of a real, humanistic revolution. Driven by the fame of great chefs and by the spotlight that the sector is able to attract, non-profit projects are multiplying with the ambition of changing some questionable aspects of our society.

This is the core of "Dawn to Earth", the think tank born from the collaboration between the International Alba White Truffle Fair and the gastronomic curator Paolo Vizzari, with the support of Microsoft 365. Dawn to Earth wishes to draw a line connecting Alba (with Langhe, Roero and Monferrato) to the rest of the planet, using the Alba White Truffle as ambassador and its annual fair as a shared place to highlight the most valid ethical projects worldwide in the areas of food, biodiversity, high finance and ICT.

Officially presented today, Tuesday December 8th from the Truffle Hub at the Roddi Castle, "Dawn to Earth" aims to search for "game changers" from every continent to offer them support, network and storytelling campaigns or promotion aimed at opening up their message and the nature of their efforts to a wider audience. In the Zero Edition of what is destined to become an annual event and a festive occasion within the Fair’s schedule, in this special year the chef who has worked in Italy with the greatest intensity to make the public more sensitive to the issues that link cooking to nature will be rewarded. This chef is Norbert Niederkofler, who not only was able to keep alive the three Michelin stars of the St. Hubertus restaurant in San Cassiano, but is also able every year, with a team of young people, to redesign the contours of two events with a strong ethical matrix, Care's and Cook the Mountain.

“This edition of the Fair was a great challenge, which we have successfully overcome - declared Carlo Bo and Emanuele Bolla, respectively Mayor and Council member for Tourism and Events of the City of Alba -. We have created a historic edition of the Palio degli Asini around the Duomo, in person and in streaming. Afterwards we experienced three important weeks of the fair, guaranteeing full safety to tourists in attendance, and after that the Fair continued digitally. The Alba community made a great effort and all together we managed to realize this ninetieth edition, which was a great showcase not only for the excellent products linked to the Alba White Truffle, but also for the identity of our city. Ours is a community that does not give up and that knows how to face challenges in a serious and determined way. This Fair represents a symbol of hope that makes us look forward to the next edition in 2021, aware that the promotion of the territory requires a growing attention to protect the landscape and to placing sustainability and biodiversity, in all their different aspects, at the center of the agenda".

"The Fair started thinking about these issues back when no one could have imagined these times, launching the 'Breathe the Truffle' project, for the protection and restoration of truffle environments. After the gastronomic turning point, the Alba White Truffle Fair has a media appeal heritage built up over the years, that now we want to use for starting a new path, becoming bearers of a global cultural message - adds Liliana Allena, President of the International Alba White Truffle Fair organization -. This acquired standing leads us to think about the future development of the Fair, sharing with everyone its authority and prestige, in order to address contemporary issues such as the sustainable development with credibility".

"Instead of writing new canons for what is right, Dawn to Earth tries to recognize and underline the work of those who began to tackle these issues before they became fashion, and it does so starting from an Italian project capable of communicating with other countries in the name of the healthy values of the New World Cuisine”, says Paolo Vizzari, Gastronomic Curator.

"The experience of the International Alba White Truffle Fair Organization represents a virtuous case in the trade fairs and events sector, strongly impacted by the health emergency, because it was able to seize the opportunity to rethink and enrich its proposal in a particularly virtuous way from a digital point of view - says Luba Manolova, Director of the Microsoft 365 Division of Microsoft Italy - We are proud to have collaborated with them, together with Si-Net, to support their path of innovation, helping them to enable new experiences to enhance tradition. Thanks to the right mix of physical and digital events, “phygital” in fact, we can involve an ever-wider audience".

"For years I’ve traveled, searched, asked questions, looking for a balance (which I found), which I can summarize in one word: respect - concludes Norbert Niederkofler, three-star Michelin Chef of the St. Hubertus restaurant and co-founder of Care's -. Respect for nature first of all, and it’s no coincidence that two projects were born from this love: Cook the mountain, to promote the products and rhythms of mountain life, and Care's, a conference where we bring together friends and chefs to talk about sustainability, ecology and solidarity. I’m proud of this recognition, precisely because it rewards the attention to these shared values which are the key to a better future for the whole planet".

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FOR INFORMATION

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