Five highlights of a Nutella lover’s itinerary

Nutella in Italy

In honor of World Nutella Day, let’s talk about the place where every day is Nutella day—Le Langhe in the region of Piedmont. Most people know this small northern region of Italy for the iconic Barolo and Barbaresco wines, but did you know that hazelnut groves often sit right up against pristine vineyards? Piedmont is home to the cultivation of Tonda Gentile delle Langhe, one of the finest varieties out there. And these very special nuts are then sold to the major Italian confectioneries, including Ferrero, which created Nutella.

But visiting Piedmont doesn’t just have to be about chocolately goodness. Here’s an itinerary meant to satisfy more than just chocolate cravings. There’s hiking, castles, wine, and all-around great food.

Stop #1: Nutella trees! (Okay, hazelnut trees)

The hills of Piedmont are covered in vineyards – mainly Nebbiolo – intended for legendary wines like Barolo, with other varieties as well, such as Dolcetto, Barbera. But the sprawling hillside vineyards are often embraced by hazelnut groves, forests reserved for truffle hunters and in general, beautiful patches of greenery. The air, the soil, the light, and the altitudes create ideal conditions for raising exceptional crops.

Stop #2: Shopping and tasting in Neive

We then hit the lovely little town of Neive to browse some small food shops..

Stop #3: Coffee break

This is worth trying: order an espresso (“un caffe'”) and ask them to put some Nutella in it. 

Stop #4: The Ferrero factory from afar

Mr. Ferrero invented Nutella in the 1940s and went on to create other famous products such as the Ferrero Rocher chocolates, the Kinder line of chocolates and Tic Tacs. Driving along a winding countryside road near Alba, my guide indicated a large hedge and said that behind it lay the Ferrero family’s mansion. The Ferrero factory itself is impossible to tour (people have tried hard), but it’s in the center of the town of Alba and you can smell the chocolate if you get close enough. The company is so worried about secrets leaking out, my guide explained, that they even engineer and make their own machines. I snapped a photo of the giant factory from across the parking lot.

Stop #5: Taste test!

So, I love Nutella but thought it would be fair to give another local hazelnut spread a try. Crema Novi is from the nearby town of Novi Ligure – also known for its chocolate – and is not hard to find in Italy but I’ve never seen it abroad.  It was difficult to decide which one I liked better, so I’ll have to continue my taste-testing….

All photos by Madeline Jhawar