DAWN TO EARTH: THE DAWN OF A NEW COURSE FOR THE FAIR

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DAWN TO EARTH: THE DAWN OF A NEW COURSE FOR THE FAIR

On October 30th and 31st, a series of meetings to talk about sustainability by opening a dialogue between signature cuisine and high finance and digital innovation, excellent craftsmanship and high fashion, art and music, design and culture

The International Alba White Truffle Fair has reached its 91st edition: a prestigious goal achieved thanks to the ability to continually renew itself, always keeping the focus on the most precious of the fruits of the earth, but at the same time keeping up with the needs and the expectations of the increasingly numerous and varied visitors. In fact, recent years have seen an increase in the quality of the tourist profile, accompanied by an increase in media attention thanks to a strategic choice by the organizers: the shift of focus from the product, the Alba White Truffle, to its use in haute cuisine, with the involvement of the network of numerous starred Chefs both in our area and nationally and internationally. The choice was a winning one and coincided with a media evolution of the cooking panorama and of the Chefs, who have become television stars and all-round communicators. Their presence at the Fair, in cooking shows as well as in the preparation of important truffle-based dinners, contributed to the visibility of the event.

Today the network of relationships with the world of Chefs is an important asset of the International Alba White Truffle Fair, a breadbasket of skills and experiences that - alongside the chefs of trattorias and taverns in Langhe, Roero and Monferrato, guardians of the local gastronomic tradition -, and the great producers of wine and agri-food raw materials, represent the human capital on which to build a new turning point for the International Alba White Truffle Fair. This is the turning point that is the basis of the “Dawn to Earth” project.

"This territory has become one of the most important destinations for food and wine tourism in the world and the Alba White Truffle, with the great wines of the area, is a cornerstone of what can be defined as a 'quality food and wine district' - says the president of the International Alba White Truffle Fair, Liliana Allena -. Alba has been able more than any other place to enhance the values of Tuber magnatum Pico, understanding how important it was to introduce the truffle in the already rich list of quality products, not stopping at simple marketing. It was the brilliant intuitions of Giacomo Morra, restaurateur and hotelier from Alba, that contributed to making the Tuber magnatum Pico known as the Alba White Truffle, carrying out an extraordinary operation of branding, first, and then of marketing and communication. In Alba, truffles have always been not only sold, but also considered to be an ingredient of local cuisine, a raw material that the whole world envies us for".

With the typical dynamics of the development of the districts, supply chain processes were triggered and, with an extraordinary example of "learning by doing", in Giacomo Morra's kitchen, a group of chefs who learned how to skillfully use the truffle was born, ready to pass such knowledge on to new generations. Agri-food chain, wines whose quality has constantly grown, male and female cooks who shared know-how in dealing with truffles, wine and culinary training: these are the elements on which the dynamics of formation of the district and the growth of Langhe are based, making Roero and Monferrato a unique tourist destination for food and wine lovers. Today, however, we need to rethink the model that the Covid-19 pandemic has strongly shaken, and plan the transition from a "district" to an "ecosystem of relationships", focusing on human resources and the landscape of the Unesco World Heritage hills.

The Ente Fiera internazionale del Tartufo Bianco d’Alba, which represents a medium for relationships, wants to give a new twist to the event and make itself available to the community of this territory, in order to accompany a process of change which, as happened in Giacomo Morra’s time, is focused on Truffles and Chefs. The Fair wants to put itself at the service of the catering world, not only in this area, in order to stimulate a global debate that tackles the great issues of our time, closely linked to land and food: climate change and sustainability.

The international media visibility achieved by the Fair, created to enhance the Alba White Truffle, a natural product, fruit of the earth, has stimulated the planning of a new course for the event. The time is ripe for this cultural turning point, which aims to include the Alba event among the "game changers" on the issues of climate change and sustainability. This is why a path was also undertaken for a sustainability certification of the event (international standard ISO 20121, on sustainable event management), which starting from 2020 stands alongside projects of sustainable practices or actions to fight the "climate change" which are already underway or being implemented in Italy and throughout the world.

“The good of the planet and of us who inhabit it is not an issue that concerns some sectors more than others: it is a universal emergency that at various levels must affect every person with common sense. Nature is the starting point for reaching people, just as happens with the Alba White Truffle: it was born in the Piedmontese woods, and then travelled around the world, becoming our exceptional ambassador in kitchens all over the world - declares Paolo Vizzari, Curator gastronomic and heart of the Dawn to Earth project -. It is in the wake of this simple idea that a cycle of meetings was born, seeking to probe the most diverse sectors in search of people or companies capable of impressing decisive ethical turning points in the course of their projects. ".

This edition will see the launch of "Intersecting Sustainabilities". Starting from the catering sector and excellence in agri-food products, this initiative will involve different worlds - each of which in recent years has seen the emergence of an unprecedented humanitarian and moral revolution, which today leaves a positive trail of intentions and directions capable of giving hope for a better future - to reach a contamination with high finance, with the world of digital innovation, with excellent craftsmanship and high fashion, art and music, design and culture; all realities that revolve around and often intersect with the universe of signature cuisine.

Prominent exponents of these sectors will confront each other and will be the protagonists of meetings open to the public during the 91st edition of the International Alba White Truffle Fair, Saturday 30th and Sunday 31st October, at the Teatro Sociale "G. Busca” of Alba.

Worlds which seem distant will meet, contaminating each other with a continuous cross-reference between global and local, thanks to the common thread of the three axes of sustainability, understood in its environmental meaning, but also declined along the social and economic guidelines.

Alba, the capital of the White Truffle, becomes the capital of a certain way of doing things, attentive and respectful of the future, because it is well linked to the best of the past and the present we are experiencing. Looking to the future, the intent of the Fair is to annually host practices and people who, with their example, are giving a concrete response to the change taking place, making the two days in Alba one of the reference appointments for the debate on the various aspects that sustainability has in our country.

Dawn to Earth - which in the zero edition, in 2020, featured chef Norbert Niederkofler, with the team of young people together with whom (in addition to keeping the three Michelin stars of the St. Hubertus restaurant in San Cassiano alive) redesigns every year the contours of two events with a strong ethical matrix, Care's and Cook the Mountain - is the dawn of the new course of the International Alba White Truffle Fair.

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Caricato il 15/09/2021

Organizzazione

Fiera del tartufo

Eventi

91^ Fiera Internazionale del Tartufo Bianco d'Alba

Immagini

Settori