The Capital of Alba had the merit of having been the first to value this extraordinary subterranean mushroom more than a century ago. A journey started with the international success of great wines of Alba: Barolo and Barbaresco.
The strategy was well organized: on one side, after the end of the Second World War, Alba was on the tourism market; on the other side, the Morra brand truffle. The truffles were found on the tables of worldwide authorities, with an enormous echo. This advertising also had a positive local impact: the specialization of research, trade and truffle cuisine began on the territory. It is also for this reason that even today in the Langhe and Roero we can taste extraordinary truffles: on these hills you find the know-how to select, conserve and serve the tuber in the highest quality. In these hills the "National Tuber Study" was founded in 1996, which is an institute specialized in the study and divulgation of the truffle culture with tasting seminaries.
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Site about white truffle of Alba and black truffles
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In this history it is necessary to remember the great Giacomo Morra, hotel and restaurant owner of the HOTEL SAVONA, which was given the name in the 1930s as "Tuber Magnatum Pico" after the white truffle of Alba making it famous everywhere.