In the 18th century, the Piedmontese truffle was considered by all European courts to be one of the most delicious foods.

One of the great admirers of this “fruit of the earth” was the musician Gioacchino Rossini, who defined it “the Mozart of mushrooms”. The Piedmontese white truffle has always been considered the most prized, but it was only in the 20th century that the Alba Truffle gained worldwide fame, thanks to the ingenious promotional work carried out by Giacomo Morra, a hotelier and restaurateur from Alba, who was rightfully “crowned” King of Truffles in 1933 by the Times of London.