“Five or six years ago, more than 50 percent of American consumers believed that truffles were a chocolate dessert and they didn’t know that they are also and above all something else; now they know it” Vittorio Giordano, vice-president of Urbani Truffles, international branch of the historical pocket multinational truffle Umbrian, amuses the audience of the workshop organized during This is Italy Parts Unknown.

The market is evolving and acquiring skills “, continues Giordano,” But consumers also have to be slightly educated, for example to understand that plant products have their own seasonality which must be respected if they are to be enjoyed at their best “.