The truffle market in Alba is arguably the most famous in the world. In the Cortile della Maddalena in the centre of town, the Fiera Internazionale del Tartufo Bianco d'Alba is held every year between early October and early December. The fair draws visitors from around the world — chefs, collectors, tourists, journalists — and promises concentrated truffle quality in a small space.
A short history
The first official Fiera was held in 1929 — an initiative of the town of Alba to organise the truffle trade and position the Piedmontese speciality internationally. What began as a local farmers' festival is now a UNESCO-recognised gastronomic event with its own international auction (Asta Mondiale del Tartufo Bianco), where individual large specimens regularly fetch six-figure sums.
Why is it called the "Alba truffle"?
Alba — thanks to the market — has become a synonym for the white truffle (Tuber magnatum Pico) — effectively a geographical brand name. That does not, however, mean that every "Alba truffle" actually comes from the area around Alba. Truffles from the Monferrato, from Istria, from the Hungarian Bakony hills or from the Po plain are also traded as "Alba quality". If provenance matters to you, ask for a geographical indication.
What to expect at the fair
- Mercato Mondiale del Tartufo Bianco — the actual market, every weekend of the season in the Cortile della Maddalena.
- Asta Mondiale — the global auction, with star pieces sold via live link to Hong Kong, New York and London.
- Cooking shows — Michelin-starred chefs demonstrate classic and experimental truffle preparations.
- Dog shows — demonstrations with trained Lagotto Romagnolo, the traditional truffle-hunting breed.
- Sensory analysis — trained truffle assessors evaluate specimens for aroma profile and freshness.
Practical notes
Alba is well visited during truffle autumn — anyone planning to attend should book a hotel room three months in advance. Weekends are crowded; weekdays are calmer. The market itself opens at 9:00 on Saturdays and Sundays; by midday the finest specimens are usually gone.
More on the cultivation and origin of the Périgord variant under Périgord truffles, and on the white Alba itself under White Alba truffles.