THE TRUFFLE TURNS 90 AND BECOMES DIGITAL

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THE TRUFFLE TURNS 90 AND BECOMES DIGITAL

The 90th edition of the International Alba White Truffle Fair has been introduced: from
october 10th to December 8th in a combination of physical and digital events. Tradition
marries innovation, also thanks to the collaboration with Microsoft Italy and the
technological partner Si-Net.

Alba, July 15th 2020 - The ninetieth edition of the International Alba White Truffle Fair refuses to bow to the unusual events of 2020, and in fact it returns to wafting its scent over the hills of Langhe, Monferrato and Roero from October 10th  to  December 8th, extending the event to 9 weeks of public opening.

The Fair welcomes this opportunity to “restart” by beginning a new path, innovating the forms of its dialogue with the outside world while staying true to its founding concepts, thanks also to new collaborations with important companies such as Microsoft Italy and the Metropolitan Museum of New York. The past as a trail of memories in the halls of an immortal museum, the present as a celebration of life savoring a slice of  Alba White Truffle, the future as a technological window to peek from to understand how we will be. The three timeframes united, leaving nothing behind while walking towards the future.

From the relationship with Microsoft Italia and the SI-NET partner, in particular, the Truffle hub was born, with headquarters in the Castello di Roddi: a physical place, and also a hi-tech showcase of Piedmont's culinary excellence, in order to communicate digitally with those who will not be able to reach us live for tasting moments dedicated to the Alba White Truffle, to the great wines of Langhe, Monferrato and Roero, to the other masterpieces of Piedmont food and wine. All this will be enabled by Teams, the cloud collaboration platform and the useful videoconferencing, live event, messaging and sharing features, which make effective digital interaction possible. The Unusual Dinners are still in the Fair’s schedule, bringing together haute cuisine and the Alba White Truffle presented in the most fascinating and historical places of the city. Places like the G. Busca Social Theater where we will see the Cerea Brothers on October the 16th. The Tuber magnatum Pico will be the object of discussion and offered with the traditional " Alba White Truffle Kit"  enhanced also for this edition by a new original object, created after the encounter between  tradition, represented by world of truffles, and innovation, interpreted by the radical design brand Gufram, an  exceptional firm of this territory well known throughout the world.

During this year's Fair, issues of urgent global interest such as sustainability and solidarity will be seriously discussed with particular attention to local communities, seeking to strengthen cohesion between the various players in the area.

The theme of the edition will be "The World" to represent the White Truffle of Alba’s role of ambassador and facilitator of relations. During the 90-year history of the Fair, the Tuber magnatum Pico arrived on the best tables in the world, and thanks also to great individuals such as Giacomo Morra, it has become one of the iconic products of haute cuisine worldwide.

Just as the Alba White Truffle had reached gourmets from all over the world, so the connoisseurs began to arrive in Alba, more numerous year after year, eager to discover the secrets of the hills where the most precious mushroom in the world is born.

Many chefs, from Italy and from abroad, are ready to enrich the Foodies Moment, seduced and inspired by the aroma of our most precious diamond. The Alba Truffle Show (Sala Beppe Fenoglio - Cortile della Maddalena), is ready to welcome, in the usual atmosphere of refined familiarity, and in total safety for  guests, the gourmet creations born from the skillful inspiration of great names in national and international cuisine. The Truffle Sensory Analysis seminars will allow you to get to know the characteristics of the truffle in a simple but profound way, just as the Wine Tasting Experiences will do with to the great wines of Langhe, Monferrato and Roero. In a renewed form, fully compliant with the Covid 19 rules of prevention and health protection, the central role for the event will be left to the Alba White Truffle World Market, the place where you can safely buy magnificent specimens of Tuber magnatum Pico selected by the Truffle Sensory Analysis judges trained by the National Center for Truffle Studies. The Salotto dei Gusti e dei Profumi will welcome the best of Piedmont’s excellent delicacies, which will be offered to visitors through sensory experiences and workshops. The Fair confirms its attention to new generations of visitors by setting up the Alba Truffle Bimbi area for children who will visit Alba with their families.

The visit to the city of Alba and the splendid hills of Langhe, Monferrato and Roero, UNESCO World Heritage Site, will not only be an immersion in the evocative world of the Alba White Truffle, and in the pleasures of food and wine, but also a cultural occasion, able to offer  a wide range of events such as exhibitions and concerts: “The Langhe Supper” the display of the digital window created in the Langhe by Marco Tabasso, Robert Andriessen and Tatiana Uzlova of Anotherview Project; "William Kentridge. Breathe" by the Castello di Rivoli Museum of Contemporary Art and the Cassa di Risparmio di Cuneo Foundation, in the splendid Church of San Domenico in Alba, from October to December; in the same period the Ivano Piva Exhibition at the Castle of Monticello, promoted by the Association for the Heritage of Wine Landscapes of Langhe-Roero and Monferrato, alongside the literary events of the Bottari Lattes Foundation. In the musical field, the concerts of the Milleunanota Jazz & Co 2020 review are renewed, in the Church of San Giuseppe in the historic center of Alba, an example of one of the many occasions for encounters in the rich autumn season.

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 interpreted the particular period spent 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 thanks to the partnership with Microsoft Italy and the cloud collaboration platform Teams, waiting to be able to welcome visitors back to our hills in 2021. Maximum attention will be paid to the issue of safety, guaranteeing and implementing the health protocols envisaged that allow at the same time to maintain the traditions of the city's folklore. Seizing the opportunities to accelerate the 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".

"The current historical moment has posed important challenges to many Italian companies, especially in the trade fairs and events sector. The experience of the International Alba White Truffle Fair Organization represents, however, a virtuous case, because it has been able to transform complexity into an opportunity to rethink and enrich its proposal according with the times. We are proud to have collaborated with them, together with Si-Net, to support their innovation path and make the event even more engaging. In fact, digital can prove to be an extraordinary tool for enhancing tradition and enabling new experiences, not necessarily as a substitute for physical events, but in a well-balanced mix to reach more and more people in line with their needs, even in this recovery phase” said Luba Manolova, Director of the Microsoft 365 Division of Microsoft Italy.

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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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