Jay-Z effect: white truffle traders hope for boost after rapper's endorsement

Hip-hop star and friends spend €15,000 on truffles on visit to northern ItalyFirst it was Cristal champagne, Hennessy cognac and the prohibitively expensive Mercedes Maybach. Now, white truffle traders in northern Italy are wondering whether their rare, pricey and prestigious produce will be the next to see demand soar thanks to an endorsement from the hip-hop artist Jay-Z.The multimillionaire rap star headed for Alba over the weekend with a group of friends to eat dishes such as egg, truffle ...

Read full article Share article