Giuliano Tartufi

Giuliano Tartufi is a brand offering a wide range of Truffle products and is one of the top ten leading truffle brands in Italy. They distribute bottled truffles, truffle sauces, truffle powder, snacks, and nuts, as well as other intriguing condiments like truffle-infused oils, mustards, creams, or tomato sauces, all containing both Black and White Truffle.

Truffle: The Underground Jewel of the Culinary World

Truffle is a type of mushroom that grows underground, unique for its distinctive aroma. Even a small amount can elevate any dish. It is a high-end ingredient in Italian and French cuisine, used in haute cuisine globally, and is now also popular for flavoring general dishes and desserts. It is known as truffe in French and Tartufo or Tartufi (plural) in Italian.

This mushroom is one of the most expensive ingredients in the world due to the significant effort required to find it in nature, especially near large tree roots or river basins. It grows deep underground, necessitating the use of dogs or pigs to sniff it out. Cultivation is equally challenging, as it requires specific seasons, soil conditions, and even particular tree species for each variety. It takes 4-5 years to grow before harvesting, but has a low survival rate and a very short fresh shelf life of only 4-5 days.

Giuliano Tartufi: From Passion to Global Business

Giuliano Tartufi was founded in 1991 by Giuliano Martellini, who had a deep passion for truffles. He had the opportunity to learn about Truffle Hunting since the 80s when he was a teenager, accumulating knowledge and experience ever since. Despite having other regular jobs, he ultimately chose to pursue his initial dream.

The brand was established in the Umbria region, known as The Green Heart of Italy due to its fertile hills, and it is one of the largest truffle harvesting areas in Italy. Various seasonal truffles can be found year-round. Prominent varieties selected for Giuliano Tartufi include Winter Black Truffle (November-February), which has an intense aroma and flavor, and White Truffle, the most expensive among truffles, found near the Tiber river basin in northern Umbria. Additionally, there is Summer Truffle, also known as Scorzone, which is also black but has a milder aroma and taste.

Giuliano spent about 5 years finding and contacting local fresh truffle suppliers. He began marketing and promoting his brand in 1991 by participating in various trade shows. In the early days, truffles were an ingredient known only to the elite. His goal then was to spread the uniqueness of this mushroom and the culinary culture of truffles, making it accessible to everyone worldwide, which remains the brand's core mission today.

Innovation, Quality, and Accessibility

In 1994, Giuliano began experimenting with producing bottled Preserved Truffle himself, along with a small team. This laid the foundation for their strong production approach to this day, utilizing modern technology for freezing, drying, and especially sterilization. Giuliano Tartufi precisely controls the temperatures used to guarantee that bottled truffles can last up to 3 years without refrigeration before opening, ensuring consumers of storage convenience, cleanliness, and freshness. The first product launched was Truffle Sauce, which is still available today.

In addition to its emphasis on quality paired with affordable prices, Giuliano Tartufi also has a clear marketing strategy, striving to distribute its products widely. In 2008, the brand developed its recognizable image, especially the ring-shaped logo with a black and gold truffle as its center stone. Besides conveying the ingredient's diamond-like preciousness, it also signifies an eternal love for truffles. Giuliano Tartufi consistently communicates these values to its brand partners and in its international exports.

Social Responsibility and the Tartufissimo Brand

Thanks to the strong relationship between the brand and its origin region, Umbria, encompassing both its people and environment, and the brand's success in elevating Umbria's truffle value, exemplified by a state project with Giuliano Tartufi supporting landowners in developing their own truffle cultivation plots, providing excellent opportunities to the community.

Furthermore, Giuliano Tartufi aims not to use unethical labor, such as child or slave labor, and respects workers' rights by participating in labor unions, avoiding physical and psychological harm, and ensuring fair wages and working hours. They also prioritize environmental care and animal welfare in the workplace, such as for truffle-hunting dogs. For these corporate and social efforts, Giuliano Martelli received the Order of Merit of the Republic of Italy from the President.

After Giuliano Tartufi achieved immense success in making truffles accessible to everyone, the company returned to high-level marketing by establishing a sub-brand named Tartufissimo. It was launched as the newest brand for the first time in 2024, with pre-promotion at Gulfood 2025, an international food and beverage trade show in Dubai, known as one of the largest in the world.

Tartufissimo offers a variety of truffle products similar to Giuliano Tartufi, focusing on premium-level goods for haute cuisine. In addition to many products improved from the original brand's offerings, this new brand also features special additions: Truffle Pearls with an appearance and use similar to caviar, Carnaroli rice with Truffle for luxurious risotto, Polenta with Truffle, and Tagliatelle pasta with truffle infused into the dough.