Roero

The Producers of the Mercato della Terra

Project in Monteu Roero

The Producers of the Mercato della Terra

Business Hours

Every first Sunday of the month, 9:00 AM–1:30 PM

At the Mercato della Terra in Monteu Roero you’ll meet producers and food artisans who work every day to preserve the flavors, local varieties and agricultural knowledge of the Roero.

Here, shopping becomes an opportunity to meet the people who grow, raise, process and sell their products directly. Among the stalls, you’ll find seasonal fruit and vegetables, artisan cheeses, cured meats, honey, bread, wine and other specialties made by local farms.

The market champions the short supply chain, seasonality and a direct relationship with the consumer. Shopping here means bringing home genuine food, but also supporting small local businesses, environmentally friendly farming practices, and an economy that’s closer to people.

Behind the stalls, you’ll find a community of small producers who share experiences, knowledge and a way of working that’s mindful of the land. This bond also involves shoppers: you stop for cheese or seasonal vegetables and end up talking about farming, food and life in the Roero.


The businesses in the spotlight

  • le_delizie_della_zia

    Farm

    Le Delizie della Zia

    Via Vittorio Emanuele 11

  • AZIENDA AGRICOLA BIOLOGICA RICCARDO VIGNA

    Wineries

    Riccardo Vigna Organic Farm

    Via Don Giovanni Bosco 11

  • paolo pertusio 1

    Farmstead

    The Shepherds of Roero

    Frazione San Lorenzo 9

  • L’OTTAVO SAPORE – azienda base

    Farmstead

    L'Ottavo Sapore

    Località Villa Superiore

  • cascina_savoiarda_

    Farm

    Cascina Savoiarda

    Strada Antica di Valfenera 14

  • JUPPI – immagine scheda azienda base

    Farmstead

    Juppi

    Frazione Castelrotto 41

  • Cascina Minot

    Farmstead

    Cascina Minot

  • Cerere Madre Terra – foto azienda base

    Farmstead

    Cerere Mother Earth

  • Cascina Italia

    Farmstead

    Cascina Italia

    Via Pautasso 75

A story that
begins in 2026

in Monteu Roero

From the Monteu market to the founding of Slow Food Roero

On October 28, 2026, Slow Food Roero APS was founded in Pocapaglia. It's a new milestone in a journey that has its origins, among other things, in the meetings and collaborations between the producers of the Mercato della Terra in Monteu Roero.

The local story begins with I Pastori del Roero who, already present at the Wednesday market, proposed to the town a monthly Sunday event to promote the area's small farms. This is how the Mercato delle Eccellenze was born, later becoming the Mercato della Terra and joining the Slow Food network.

Among the stalls, experiences are shared, bonds are formed, and the desire to involve other players takes shape. With the founding of Slow Food Roero APS, this collaboration grows wider: the market remains the event dedicated to bringing producers and consumers together, while the association also aims to involve restaurants, accommodations and cultural organizations to help promote the Roero.

Products

Four boxes to bring home the flavors of all the Mercato della Terra producers

If you want to bring home a fuller taste of the Mercato della Terra, the boxes are the easiest way to do it.

Choose from different selections, designed to let you discover the products of several farms all at once. Four boxes, four different ways to taste the market.

The sweet side

The simplest and most straightforward: Madernassa pear, jams and hazelnuts to discover the market’s sweeter side.

Garden and pasture

The vegetarian box that brings together goat cheese, honey, vegetables, taralli and hazelnuts, paired with a bottle of Roero Arneis.

Off the beaten path

Here the tasting takes a less predictable route: there’s smoked tench and dry sausage, along with goat cheese, honey, taralli and Madernassa pear compote. This time, the glass holds Roero wine.

The market, hassle-free

The largest box. It brings together cured meats, smoked tench, cheese, vegetables, hazelnuts and Madernassa pear, with Roero Arneis to accompany the tasting.

There's much more to discover at the market

Every producer brings a wider selection of specialties, formats and seasonal products to the market. The best way to discover them all is to visit the market and browse the stalls.

Experiences

Tastings, picnics and itineraries in the Roero

Getting to know the Roero through the people who work the land: the Mercato della Terra experiences bring you closer to the farms, their products and the agricultural landscape.

An invitation to discover the area at a relaxed pace, respecting the time, space and work of the small producers who welcome you.

AperiFarmer

The AperiFarmer is the aperitif of the Mercato della Terra, to be enjoyed in a dedicated space, with local wines and farmhouse tastings selected from among the participating farms.

It’s a convivial moment designed to introduce you to the flavors of the area in a simple, direct way.

This is the right place if you’re looking for a short supply chain, seasonality and a transparent relationship with the people who grow your food.

Picnic with market products

The picnic is one of the most immediate ways to enjoy the market’s flavors outdoors. The experience includes a selection of local specialties to savor at a selected scenic spot, in an informal, convivial atmosphere.

The available options range from afternoon snacks to lunch, showcasing products from the participating farms.

Options for different dietary needs and intolerances are also available, making the experience accessible and enjoyable for everyone.

Booking is recommended, to help us better organize the preparation of the products.

E-bike tour

The e-bike tour starts at the Mercato della Terra and combines the pleasure of cycling with discovering the Roero. The experience can be enjoyed with a guide or independently, depending on the option chosen.

The route winds through hills, vineyards, woods and villages, offering a slower perspective on the landscape and local traditions.

At the end of the route, a snack featuring products from the participating farms lets you savor local specialties made with seasonal ingredients.

The activity is available by booking only, to ensure an organized, personalized experience.

Groups

max 25 people

Experience Duration

a partire da 1h

Booking

Mandatory

Experience Price

Starting at 10€

Values

Slow Food Presidia, biodiversity and local knowledge

To take part in the Mercato della Terra, producers must meet selection criteria based on Slow Food principles, which concern the way products are made. A shared commitment that goes hand in hand with the personal responsibility of those who bring the fruits of their work to the stall.

The presence of producers linked to the Slow Food Presidia adds an important value to the Mercato della Terra: the protection of biodiversity, small-scale quality production, and agricultural knowledge passed down over time.

The Presidia were created to support communities of producers who preserve local varieties, artisan techniques and gastronomic traditions that are often fragile, but essential to keeping alive the bond between food, landscape and rural culture.

Choosing these products means supporting a more conscious way of eating, based on respect for the land, human labor and natural resources. It’s the principle of good, clean and fair food, which the market tells through the people and products found at the stalls.

Ask the people who make it

How is cheese made? When is a certain type of fruit harvested? How do you cook a product you've never tried before? At the market, you can talk directly to the people who produce it. Between a question and a piece of advice, you'll discover the techniques, habits and flavors of the Roero, getting to know the people who preserve them every day.

Prices & Services

The producers of the Mercato della Terra in Monteu Roero are waiting to share unique experiences with you through their products.

Types of experiences

  • AperiFarmer → from €10.00 per person
  • Picnic → from €25.00 per person
  • E-bike Tour → from €70.00 per person

Services

Pets Allowed Direct Sales Parking Lot

Accepted Payments

Visa / Cartasi Mastercard American Express Satispay Cash