It was Giacomo Morra (1889 - 1963), the famous person from Alba nicknamed by everybody the King of the truffle. It was he who with his great sense of business and his savoir faire, knew how to spread the name of Alba in the world and to make known the precious mushroom to the celebrities of his time, creating an atmosphere of adoration for the truffle. He sent magnificent specimens of white truffles to Rita Hayworth, to the American president Harry Truman, to Winston Churchill, to Ethiopia emperor Hailé Selassié and many others. In 1961 Marilyn Monroe came directly to Alba to pick up this object of worship that had been given to her, she was hosted inside the Hotel Savona owned by Giacomo and the following day she also experimented a truffle hunt in the woods, of which she said satisfied because "I had not been walking in the woods between a set and a living room for years, I did not know what it meant anymore, thanks for letting me rediscover it, I will always remember it, thanks again".