Alba White Truffle Fair
The International truffle fair is a special occasion held in Alba since 1929 during which the normal, businesslike market puts on a festive face to promote this local resource and entice old and new enthusiasts. Held over several weekends in November, the festival includes several events beside the obvious farmers’ market and high-end exchange (the price for larger and more prized white truffles can easily exceed €2,500 per kilogram). Among them there is a Day of truffle-sniffer dogs, ‘La bela trifolera’ (lit. ‘the beautiful truffle gathering girl’, a beauty contest), a vintage cars show, guided visits to the underground archeological tunnels and halls of the medieval age, glass blowers and, of course, the award for the best truffle of the year.
This is an unusual media event, as the truffle in question is given as a present to a celebrity who goes on stage to accept it. In the past it has gone to Marilyn Monroe, Winston Churchill, Elizabeth II of England, Luciano Pavarotti, Sting and many more.