What I Learned at the Alba Truffle Fair 2025

Looking for practical info? You’ll find it in my guide to visiting the truffle fair.

The first thing I smelled as I approached the World Truffle Market wasn’t, in fact, truffle, but the sweet scent of hazelnuts toasting at the nearby Ferrero factory (of Nutella fame). 

As I reached Piazza Michele Ferrero (yes, the same one), the square, bathed in golden hour sunshine, hummed with excitement and the pungent smells of mature cheese and Barolo-infused wild boar salami.

From there, finding my way to the market was easy: I just followed the river of people flowing towards the town’s medieval towers, passing the exit before reaching the entrance on the right. 

I showed my QR code, which granted me a real wine glass—not the plastic one I was expecting—two wine tasting coupons, and a handy neck holder for sipping hands-free while snacking. 

I walked under the arches into the Cortile della Maddalena and the World Truffle Market—here’s what I learned there. 

1. The Best Time to Visit the Truffle Festival in Alba

When you book your ticket online (which I recommend), you’ll be asked to choose a time slot. I picked 16.30 as I wanted to go straight from the fair to aperitivo—and it turned out to be a good choice. 

The market was lively but not overly crowded, and it was relatively easy to access the stands, chat to vendors, and sample their wares (except at the bar, but we’ll get to that). 

2. What White Truffles Smell Like

The first thing that hit me when I walked into the market were the smells: cheese, porcini mushrooms, hazelnuts—and underlying them all, the unmistakable scent of white truffle.

And what a smell. A pungent, earthy combination of musk, mushrooms, and what struck me most of all: garlic. 

Most truffles sit behind glass cases until a trifulau (truffle hunter) or family member lifts the lid and enthusiastically invites you to smell, while others are placed under glasses that you can pick up to savour the scent inside. 

I wandered from one stall to the next, smelling as many truffles as possible, trying to identify and memorise the complex notes. 

After making a purchase, buyers carry their chosen treasure to the judges’ table for expert evaluation—the seriousness of which contrasts delightfully with the overall festive atmosphere.

3. How Queues Work in Italy

At one end of the market is the wine tasting bar, so I made my way through the crowds and waited for my turn to redeem my tasting coupons. That was my first mistake. 

I soon realised there wasn’t much of a queuing system—sommeliers tended to serve the most important-looking people first, and others behind me were trying to push in front—so if you’re a queue-loving Brit like me, you’ll have to get your elbows out and prepare to assert yourself. 

At one end of the bar, you can buy steaming plates of tajarin and agnolotti al plin topped with truffles (though you’ll need a different coupon—I skipped it and filled up on samples instead).

4. What Dolcetto Tastes Like 

I tried a crisp, refreshing Favorita (a local white grape) and a very drinkable Dolcetto—I’ve tried it before, but our Piedmontese family tends to drink Barbera, so it was nice to compare. 

Despite its name, which means “little sweet one”, Dolcetto is actually known for its slightly bitter finish, which gives it its character. 

That’s about as far as my wine knowledge goes, but they were both excellent.

Clueless about vino? This beginner’s guide to Piedmont wines will have you sounding like a pro in no time.

5. What You Can Infuse with Truffles

From cheese and salami to olive oil, balsamic vinegar, and even chocolate, you can try just about anything infused with truffle. 

I also loved the (not-truffle-flavoured) sweet toasted hazelnuts and baci di dama biscuits from Azienda Alta Langa—perfect gifts if they make it home (mine didn’t).

Bring a tote bag and leave space in your suitcase: you’ll inevitably end up buying something you didn’t plan to.

Need help packing everything you need—and still leaving room for truffles and wine? Here’s my capsule packing list for autumn in Piedmont.

6. When You Go to the Alba Truffle Fair: Bring Your Appetite

My main advice for visiting the Alba Truffle Fair? Book ahead, and go hungry.

After sampling to my heart’s content, I popped round the corner to Jack—a popular local bar serving wine, aperitivi, and truffle-infused Piedmontese dishes. 

My partner Max was DJing there, so I joined him and some friends for pizza slices, vitello tonnato, and a couple more glasses of Favorita—before dancing the night away.

Visiting the truffle festival in Alba this autumn? Here’s a 3-day itinerary to help you make the most of your stay.

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