Istria County and Sotheby’s Organizing First Ever Istrian White Truffle Auction in London

November 22, 2019 – The Istria County Tourist Board, in cooperation with the world-renowned auction house Sotheby’s, is organizing the first-ever auction of the Istrian white truffle in London on Monday, November 25. 

Glas Istre writes that the event will be held at the prestigious Harry’s Bar in Mayfair, an elite area of London’s West End, one of the most exclusive private clubs featuring members of the London elite, international jet setters and UHNW individuals (ultra-high-net-worth individuals).

The Istria County Tourist Board will organize the auction in cooperation with the world-famous auction house, led by its chairman for the UK, Lord Dalmney, and with the support of the FOX Communication PR agency in London. During the auction, guests will have the opportunity to enjoy dinner based on the Istrian white truffle, and extra virgin olive oils and wines from Istria.

Zigante Truffles from Plovanija near Buje is also involved in this vital project for Istria. Namely, Zigante will provide the main ingredients for the auction and Istrian dinner. The auction will be conducted in four parts, and will be intended for both guests present and interested who will bid by phone.

In the first part, truffles of smaller sizes will be auctioned, and in the second part, medium-sized truffles, followed by the “Truffle Experience in Istria” package. In the end, the biggest truffle of the season will be auctioned, which resulted in a sold-out dinner and a long waiting list of truffle-hopefuls. Better yet, all proceeds from the auction will go to charity.

In addition to Istrian white truffles, Istrian extra virgin olive oils from the Chiavalon family will be served with truffle-based specialties. They will also be available at Harry’s Bar tables for all guests to taste. 

Along with extra virgin olive oils, the attendees will be served wines from the Kozlovic family of Momjan – the Malvasia, Teran and Momjan Muscat.

“Istria has given increasing importance to the UK market, where many promotional efforts have been made over the years, increasing the number of UK guests, intensifying existing ones, and opening new routes – especially in the pre- and post-season. Also, since last year, the Istria County Tourist Board has been working with the London-based PR agency, FOX Communication, so that Istria becomes more and more present in the media and events there, which is why the region is seeing an increasing growth of British guests.

The Istria County Tourist Board is working intensively to make the region more famous in London and its surroundings, with a focus on medium- and high-spending power guests. Thus, the truffle auction is listed as one of the activities that will help build the image and reputation of Istria as a destination. I believe that this auction will contribute to the affirmation of the Istrian brand,” said Istria County Tourist Board Director Denis Ivošević, adding that Istria is most commonly recognized worldwide for its gastronomy and lifestyle.

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