Giacomo Morra also invented the "La Bela Trifulera" competition, which every year rewarded a girl from the area who paraded during the event dedicated to truffles. The first was Lidia Toppino in 1949, then followed many others until 2017, when it was decided to change course and move from the beauty contest to the return to tradition. In fact, "La Bela Trifolera of the Alba villages" was established, wearing traditional costumes and moving away from the image of beauty queen to re-enter the garments that recall the most genuine local popular traditions, as it was in the early years of the Fair.