ALBA’S WHITE TRUFFLE: AROUND THE WORLD IN 90 YEARS

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ALBA’S WHITE TRUFFLE: AROUND THE WORLD IN 90 YEARS

From October 10th to December 8th, in a synergy of physical and digital events, the International Alba White Truffle Fair celebrates its 90th anniversary with a rich calendar of events, organized with the utmost attention to the safety of visitors and the territory

A wonderful place, in the heart of the UNESCO hills, for the traditional opening event of the International Alba White Truffle Fair: today, Wednesday September 9th, the Horszowski amphitheater in Monforte d'Alba was the setting for the meeting where the rich program of the 90th edition was unveiled. The Fair refuses to bow to the unusual events of 2020, and in fact this year it returns to wafting its scent over the hills of Langhe, Monferrato and Roero from October 10th to December 8th, extending the event to nine weeks of public opening. 

The Fair welcomes this opportunity to “restart” by beginning a new path, innovating the forms of its dialogue with the world while staying true to its founding concepts. The leitmotif of this edition will be "The World" in order to highlight the Alba White Truffle role of ambassador and relations facilitator. During the 90-year history of the Fair, the Tuber magnatum Pico has been a welcome guest on the world’s best tables. Thanks also to a great individual like Giacomo Morra, it has become one of the iconic products of haute cuisine worldwide. In the same way that the Alba White Truffle had reached gourmets from all over the world, the connoisseurs began to come to Alba year after year, ever more numerous and eager to discover the secrets of the hills where the most precious mushroom in the world is born. 

Many of the previous events have been confirmed, starting from the fulcrum of the Fair, the World Market of the White Truffle of Alba and the Albaqualità review; they will be hosted in the same space of the previous year, the Cortile della Maddalena.  These events are proposed this year in a new form, an innovative open-air solution, ready to be enjoyed even in case of bad weather and studied to maintain its historical flavor and substance also with the necessary Covid-imposed limited access. This will be the place where you can buy magnificent specimens of Tuber magnatum Pico carefully selected by the Truffle Sensory Analysis judges, trained by the National Center for Truffle Studies. 

As usual, the attendees will be invited to enjoy the Alba Truffle Show (Sala Beppe Fenoglio - Cortile della Maddalena). In the usual atmosphere of refined familiarity, and in total safety, guests will have the chance to appreciate the gourmet creations born from the skillful inspiration of great stars of national and international cuisine; the Truffle Sensory Analysis seminars - an absorbing experience that allows you to get to know in a simple but profound way the characteristics of the truffle; the Wine Tasting Experiences dedicated to the great wines of Langhe, Monferrato and Roero. There are many chefs ready to enhance the Foodies Moment during the many cooking shows, letting themselves be seduced and inspired by the aroma of our most precious diamond. 

The Salotto dei Gusti e dei Profumi will welcome the best of Piedmontese excellence, with the innovation of the Salotto del Folklore, where the products of our territory will be offered to visitors through sensory experiences and workshops. The Fair affirms its attention to the new generations of visitors, setting up the Alba Truffle Bimbi area for children who will visit Alba with their families, at the Palazzo Mostre e Congressi named after Giacomo Morra. 

Charity initiatives will also be confirmed.  On Sunday November 8th, for instance, the World Auction of the White Truffle of Alba will be held, an international event that this year will celebrate its 21st edition. Regarding charities, it’s worth noting the presence of Fratelli Cerea, protagonists of the first Cena Insolita (Unusual Dinner): the brothers earned the title of champions of solidarity by working in the kitchen at the Alpini field hospital in Bergamo, during the most acute phase of the pandemic. 

In a revised formula, on October 3rd & 4th, the weekend leading up to the opening of the Fair, folklore and tradition will find ample space, thanks to the commitment of the Giostra delle Cento Torri. The Palio degli Asini has been confirmed, returning to its ancient seat, near the Cathedral of Alba: closed doors, to guarantee health and safety, but a digital relaunch, with the transmission of the race in live streaming. To make the weekend even more special there’s the Salotto del Folklore, with various historical re-enactments taking place throughout the historic center, having its beating heart in Piazza Risorgimento. 

In this way, an authentic immersion in the territory and culture will be offered thanks to the rich calendar of exhibitions, sporting events, reviews, meetings, concerts. 

The evening of September 20th sees "Tuber Primae Noctis" on the calendar, which will be an opportunity to toast - after the shutdown - to the first night of the year in which the search for “trifulau” begins. At the stroke of midnight, at the Castello di Roddi there will be a toast for the “Truffle New Year” in the company of the representatives of all the Piedmontese fairs related to white truffles, with Alba leading the way. The evening will also see the culmination of the project "The Langhe Supper - The Penultimate Supper", a project begun last year that will culminate with the exhibition of the digital window created in the Langhe by Marco Tabasso, Robert Andriessen and Tatiana Uzlova of the artistic collective Anotherview Project. 

But the 90th edition of the Bianco d’Alba International Fair will be much more, with tradition marrying innovation. The main venue of this association will be the Roddi Castle, which will become the headquarters of the "Truffle Hub", the main innovation of this edition: thanks to the important investment of the Piedmont Region, the ancient castle comes back to life, projected towards the future as a territorial digital hub. The pertinence of the castle will be home to the Alba Digital Truffle Lab: a digital experience that, thanks to the Truffle Judges of the National Center for Truffle Studies, will accompany the participants in the discovery of the most prized mushroom in the world. Furthermore, for wine lovers it will be possible to take part in the Langhe Digital Wine Lab, which will offer guided digital tastings to discover the great Piedmontese wines, in collaboration with the Barolo Barbaresco Alba Langhe and Dogliani Consortium and the Alta Langa DOCG Consortium. 

Among the other innovations, to give continuity to the path started in 2017, in search of beauty and practicality, for all gourmets and truffle lovers, the kit dedicated to the White Truffle of Alba is enriched with a new element. Such a precious earth diamond deserves a dedicated kit, which this year is enriched with a new object, always in search of the right balance between design and functionality. A tribute to Giacomo Morra's "flair" and his intuition, in the 1950s, to promote the Alba White Truffle in the world takes shape: we’re pleased to present "Giacomo", the truffle brush designed by the prestigious Studio Job and made by Gufram, the Italian radical design brand.  

Finally, some space dedicated to the institutions. The President of the Region, the Vice President and the Councilor for Culture, Tourism and Commerce underline that Piedmont is moving forward safely and with very carefully, starting from its strongest symbols. Like the UNESCO hills of Langhe, Roero and Monferrato and a unique product of the land known throughout the world as the white Alba truffle. 

The importance of the agri-food chain, one of the most powerful drivers of the Piedmontese economy, is highlighted by the Piedmontese Councilors for Health and Agriculture, promoters of the regional consultation panel "Food is health", in which all the subjects of the food branch take part. The unity of purpose and the collaboration between healthcare, agriculture and local authorities are the elements that, even in the case of the historic Truffle Fair, has made it possible to overcome the objective difficulties of this time. 

The Mayor of Alba affirms that it will be a special and a safe Fair, organized thanks to a strong willingness to overcome the current difficult period. First of all to celebrate the 90 editions, an important anniversary in which to honor a long tradition and the resourcefulness of the pioneers of what has become the most important manifestation of the territory, transforming our humble lands into the UNESCO World Heritage hills and making excellence food and wine and tourism the most important economic engine of the area. Alba once again wanted to be the leader of this territory, the capital of the Langhe, giving a strong signal in a period of difficulty and uncertainty. For this reason, the 2020 truffle fair will take place, even if reformulated and rethought, putting the safety of visitors and workers first. Great attention and professionalism in live events, streaming appointments and events designed specifically for this edition will be the main ingredients, in addition to the unmistakable energy that can be felt every year in autumn in Alba. 

This edition of the Fair will sanction a pact of friendship between Alba and Bergamo, in the name of the UNESCO Creative Cities, a moment that will be sealed in the city by the presence of Mayor Gori of Bergamo. The Alba Councilor for Tourism and Events says he is proud to be able to confirm the Palio degli Asini, which will represent a great sign of restarting and will celebrate once again the indissoluble link between the city and its villages, thanks to the extraordinary work carried out with the Giostra delle Cento Torri and all the players in the system. 

The President of the Fair Liliana Allena declares: "I am pleased to be able to officially announce that the 90th edition of the International Alba White Truffle Fair will take place from October 10th to December 8th.  We have chosen to interpret this special time as a moment of transformation, trying to seize the opportunities that have arisen and to face the emergency as an accelerator of change. With all the members of the Ente Fiera it was decided to create an edition that relaunches and renews itself. It will be a Fair founded on our most traditional values ​​such as solidarity with the local food and wine district and with the world of Chefs, giving particular attention to the theme of sustainability interpreted on all its axes: environmental, economic and social. The synthesis between history, tradition and innovation will be well represented by the most important novelty of this edition, the relevance of the Castello di Roddi, a prestigious location from which the Alba White Truffle, the great wines and products of Piedmont will communicate digitally with the world. The utmost attention will be paid to safety, guaranteeing and implementing the health protocols envisaged that allow at the same time to maintain the traditions of city folklore. Seizing the opportunities to accelerate transformation by looking to the future as a blank page to write together, this seems to us the best way to celebrate our 90th birthday”.

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PER INFORMAZIONI

Ente Fiera Internazionale del Tartufo Bianco d’Alba
Piazza Medford, 3 - 12051, Alba Tel. +39 0173 361051 - info@fieradeltartufo.org - www.fieradeltartufo.org

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L’hashtag ufficiale dell’evento è #albatruffle

Ufficio Stampa Fiera Internazionale del Tartufo Bianco d’Alba
Pietro Ramunno - Tel. 3395943085 – Mail: ufficiostampa@fieradeltartufo.org

Caricato il 02/10/2020

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