The consumers assume they are buying something containing real truffles and therefore are ready to spend a lot of money for them. Where the council is promoting truffles, these products are not allowed. The Mercato del Tartuffo, however, is outside of their jurisdiction. Elena Rovera of Casinca del Cornale, an organic cooperative, is passionate about food and the environment. She went on to explain that there aren't enough truffles to go around in this truffle-hungry world.
Truffles grow in forests and most of the area's forests have been cut down.
She also cites herbicide from non-organic vineyard runoff and pollution that has offset the delicate environmental balance needed for truffles. Yes, she sometimes has truffles on her menu, but only if one of the co-op members go hunting. There are restaurants in the area that do mange to get wonderful truffles. A few miles outside of Alba I had the truffle of my life. The restaurant, Le Clivie, looks like a red and white valentine.