By working with small producers and truffle hunters, TRUBEL is able to source exceptionally flavourful fresh truffles and ensure they are paid a fair price. These dedicated individuals and their truffle-hunting dogs are not just suppliers but part of the family.
We caught up with truffle impresario Hassibo to find out all about TRUBEL.
How did it all start?
It all started with a sack of dirty potatoes. Growing up in the Persian Gulf, I would spot pops returning from our native Egypt with these mysterious, soiled, potato-like edibles. Inside were the fascinating desert truffles – I was mystified by their subtle aroma and the ancient myth that these truffles only grew where lighting had struck. This started a lifelong obsession with hunting for and cooking with the elusive truffle.
Tell us about your unique artisan approach to hunting, handling and blending the world’s rarest truffles?
It’s called the know-how and understanding of the science behind truffles. We spent a decade long on research and development resulting in superior knowledge of how to age the rarest truffles, when and where to hunt them, and how to care for them before blending them into small batches of exceptional products. We combine this unique approach with our knowledge of experiential luxury, making TRUBEL the world’s most decadent experience.
What makes TRUBEL different from other truffles?
Exclusivity and authenticity. Today’s market materially underserves the ‘luxury’ consumer; a very steep learning curve and high research costs created a unanimous industry of subpar inauthentic ‘counterfeit’ offerings and underwhelming outcomes for the cheaper mass market. We create exceptional authentic products with focus on origin and the rarest truffles that deliver consistent, exclusive, repeatable outcomes. We now source the finest truffles 12 months a year.
What is the best way to serve and eat your truffle products?
Our truffle products are all easy-to-use. Spread on a nice piece of bread, meat or fish, and fold into scrambled eggs, risotto, pasta or mashed potatoes. You can also sign-up to our mailing list to learn more about our exclusive truffle dinners and events.
Apart from champagne, what drinks go best with your truffles?
Truffle cocktails! We make a mind blowing truffle old fashioned and a truffle dirty martini. Those recipes are on our website. Otherwise, Barolo pairs fabulously with truffles and pasta.
Why do the best truffles come from Italy?
The best white truffles do come from Italy because it’s the rarest truffle, the ideal climate, environment, and the know-how heritage surrounding the artisanship and truffle hunting skills (now part of UNESCO’s Intangible Cultural Heritage). The best ‘producers’ of black truffles (they are farmed) are Spain, Chile and Argentina. It is very difficult to start a new relationship with truffle hunters nowadays as a result of rarity – we built our supply chain over the last 11 years.
How can you make truffles more affordable?
You cannot, can you make Ferrari’s more affordable? Authentic truffles are very rare, take 8-10 years to start growing and require unique know-how and investment. They are hence, a luxury, not a mass market product.
What is next for TRUBEL?
Continue to expand TRUBEL’s experiential concept and open our flagship boutique in Central London in the very near future.
To discover more, visit: trubel.co.uk
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All imagery courtesy of TRUBEL.