From Scheggino to Riyadh: Urbani Tartufi Makes Its Saudi Arabian Debut at the Fairmont
Urbani Tartufi, the world’s leading name in truffles, was officially presented in Riyadh for the first time, thanks to the collaboration with Sitaf Food.
In a moment that marks a new chapter in the story of Italian gastronomic excellence, Urbani Tartufi, the world’s leading name in truffles, was officially presented in Riyadh for the first time, thanks to the collaboration with Sitaf Food. The debut took place in the sophisticated setting of the Fairmont Hotel Riyadh, during the gourmet showcase “From Scheggino to Saudi: The Story of Urbani Tartufi”—a culinary journey celebrating tradition, innovation, and the unmistakable flavor of truffles.
A Legacy Born in Umbria
The story of Urbani Tartufi begins in 1852 in Scheggino, a small village nestled in the Umbrian hills of Italy. What started as the modest export of fresh truffles to Carpentras, France, quickly grew into a flourishing business spanning across France, Germany, Switzerland, and Italy. The company’s soul has always been rooted in the close-knit community of cavatori—the truffle hunters—whose bond with the land and the product remains sacred.
The real transformation came with the fourth generation, led by Paolo and Bruno Urbani, who evolved the company into a modern, innovation-driven industry while maintaining the deep artisanal know-how. Paolo Urbani was honored with the title of Knight of Labor for his role in making Urbani a global ambassador of Italian excellence, alongside his brother Bruno, a cornerstone of the family legacy.
Today, with the sixth generation—Olga, Carlo, and Giammarco Urbani, and the emerging Luca, Francesco, and Ginevra—the company continues to expand its international reach, establishing Urbani Truffle USA, launching visionary projects such as Truffleland, and opening the doors to the Museum of the Truffle and the Urbani Truffle Academy.
Sitaf Food: Excellence in Distribution
Urbani’s debut in Riyadh was made possible through Sitaf Food, a prominent name in the premium food distribution sector in Saudi Arabia. As a division of Sitaf Saudia Co., established in 1976, Sitaf Food has become synonymous with quality and gourmet sophistication in the Kingdom. Under the guidance of HH Prince Saad Bin Abdullah Bin Jelawi Al Saud, Chairman, and Vittorio Rocchi, CEO and partner, the company sources only the most refined ingredients from around the world, introducing global culinary treasures to the Saudi market.
Their collaboration with Urbani reflects a shared commitment to authenticity, craftsmanship, and the pursuit of excellence.
“Che Figata!” – A Taste of Italy in Riyadh
The perfect stage for Urbani’s debut was the newly launched Che Figata restaurant at Fairmont Riyadh—an ode to Italian culture and cuisine. Translating to “how cool” in Italian, Che Figata offers a culinary exploration from the vineyards of Tuscany to the coasts of Sicily.
Under the culinary direction of Chef Rino Serra, guests were treated to exquisite dishes featuring Urbani truffles, including Risotto ai Porcini and Risotto Gamberi e Zafferano, combining rich tradition with contemporary flair. A highlight of the evening was the elegant pairing of truffles with local Saudi ingredients, in collaboration with the artisanal brand Nakhati, underlining the Fairmont’s commitment to cultural and culinary integration.
A Future of Flavor
Urbani’s entry into the Saudi market marks not just a business expansion, but a cultural exchange—bringing the art of Italian truffle cultivation to new audiences, and laying the foundation for future collaborations in fine dining, hospitality, and agriculture.
From the hills of Umbria to the heart of Riyadh, Urbani Tartufi continues to write a story of passion, family, and the timeless allure of truffles.
