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Massimo Vidoni: The Truffleman of Dubai

Meet Massimo Vidoni, famously dubbed The Truffleman, who transformed Dubai’s dining scene by bringing truffles and luxury ingredients to the Middle East. From his truffle-hunting origins in Italy to founding Italtouch in Dubai, Vidoni’s journey is one of passion, perseverance, and culinary innovation. Today, Dubai's gourmet circles thrive with top chefs and Michelin-star restaurants who rely on his expertise for truffles, caviar, and specialty imports, cementing Vidoni's legacy as a culinary icon. With a career that reads like a global food adventure, Vidoni's passion for sourcing the world's finest ingredients has made him an iconic figure in both food and business.

Roots of a Culinary Pioneer

Vidoni’s story begins in Italy's Friuli-Venezia Giulia, where he first hunted truffles alongside his uncle. That early fascination set the stage for a lifelong love of fine food and cooking. His big break came in 1990s New York, where he co-owned Terramare, a café frequented by culinary icons like Daniel Boulud, Thomas Keller, and Rocco DiSpirito. Later, he founded Chef Ready, a digital marketplace connecting American hotels, including The Four Seasons and Fairmont, with Europe’s best truffles and specialty foods.

Italtouch and Dubai’s Culinary Scene

In 2011, Massimo arrived in Dubai, recognizing the region’s need for gourmet truffles. By 2012, Italtouch was born, bringing premium truffles, caviar, and more to the UAE’s blossoming food scene. Massimo's dedication to quality quickly positioned Italtouch as Dubai’s top truffle supplier, collaborating with famed restaurants like Zuma, Sushi Samba, and Nobu.

In 2018, Vidoni set a record by selling a massive white truffle—Tuber Magnatum Pico—at DIFC’s Roberto’s for a jaw-dropping AED187,000 (USD 51,000). His commitment to bringing the finest ingredients to Dubai is unmatched, and Italtouch now supplies over 4,000 kg of truffles each year.

Making Truffles a Dubai Staple

Known as "The Truffleman" thanks to chef Reith Osman, Vidoni championed truffles in Dubai's culinary world, helping them move from rare delicacies to must-haves on menus across the city. Through Italtouch, he’s introduced chefs and diners alike to truffle's unparalleled aroma and flavor, inspiring a Dubai “truffle culture.”

Going Global and Expanding Horizons

Vidoni’s success with Italtouch attracted international investment, including a recent majority acquisition by Transmed, paving the way for Italtouch to expand to markets in Saudi Arabia, China, and India.

Bringing Luxury Food Home

During the COVID-19 pandemic, Vidoni pivoted to digital with trufflemandubai.com, making Italtouch products—from truffles to balsamic vinegar—available directly to UAE consumers. With this move, he’s given everyone from chefs to home cooks access to the same high-quality ingredients used in fine dining.

Massimo Vidoni’s journey, spanning Italy, New York, and Dubai, is a testament to his passion for quality, authenticity, and culinary excellence. By elevating the food scene in Dubai and beyond, he’s left a mark on food lovers and chefs alike.