The fame of white truffles from Alba throughout the world.
King of the Truffle
Founded in 1930 by Giacomo Morra, he pioneered Alba White Truffle products. Giacomo’s vision led to global truffle appreciation and the International Alba White Truffle Fair. He gifted the Truffle of the Year to famous figures. Today, the Bonino family runs the iconic Piazza Pertinace company, symbolizing Alba’s culinary history.
Giacomo Morra born in La Morra, Italy.
Starts working at a trattoria in Gallo and opens Ristorante delle Langhe in Alba with his brothers.
Moves to Turin, opens trattoria and wine shop on Via Nizza.
Returns to Alba, buys Hotel Savona, promotes Alba White Truffles.
Launches first Truffle Fair in Alba.
Establishes Tartufi Morra, first dedicated to Alba White Truffle.
Alba Fair became the renowned Truffle Fair.
He is Dubbed «King of the Truffle» for the promotion of fine food and wine.
Expands Tartufi Morra to America, introduces truffles.
Giacomo Morra passes away, leaving a legacy continued by his sons and, later, the Bonino brothers.
The Tartufi Morra was founded by Giacomo Morra in 1930 in Alba.
It was the first company in the processing and marketing of the White Truffle of Alba “Tuber Magnatum Pico”.
Morra was a brilliant marketer: he invented the Alba Truffle Fair and had the idea of giving the biggest truffle of the season to celebrities of the time: Marylin Monroe, Winston Churchill, Hitchcock, among others.
Tartufi Morra is the only company that can display the coat of arms of the city of Alba in its logo. There is an indissoluble link between Tartufi Morra and Alba: a union that has lasted for generations. A company that is now renowned throughout the world. The brand is a symbol of the history of Italian cuisine.
Today, the company is run by the Bonino Family.
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TARTUFO FRESCO
A truffle is a hypogean wild mushroom, meaning that it grows underground rather than above.
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