Born from a disrupter vision, TRUBEL was created in 2021.

A truly bespoke offering - from sweet to savoury, canapés to cocktails and dinners, we will take you on your very own TRUBEL truffle hunt. My investment banking experience and LVMH education helped me identify the luxury consumers’ pain points and address them with TRUBEL’s innovative, authentic offering.

Welcome to the taste of decadence and TRUBEL.

Hassibo

Our founder, Hassibo, comes across his first truffle, a 'desert truffle', and becomes mystified by the ancient myth that these truffles only grew where lightning had struck.

Hassibo starts a side hustle and Imports white truffles into Dubai to sell to his friends. Soon he was supplying famed chefs including Michelin Star chefs Wolfgang Puck, Jean-Georges and luxury brands Jumeirah Group, Fairmont Hotels and Galeries Lafayette. In the process, it became evident the lack of authentic truffle products due to the long harvest times. R&D commences with the help of truffle scientists .

Realising 80% of the world's truffles are grown by smaller growers, Hassibo meets with small truffle-growers in Spain, Italy, France, Argentina and Chile securing truffles to be harvested in eight-to-ten years.

First of the Spanish and Chilean truffles are harvested in Aragon and Maule respectively and used to create an unbranded truffle paste and truffle juice for testing. The products were used by 3 Michelin Star chefs Alain Ducasse, Clare Smyth and Pierre Gagnaire as well as luxury hotels The Dorchester and The London Edition. The truffle juice was used by National Chef of the Year Ruth Hansom to create a truffle pithivier at the Bocuse D'or competition.

Interviewed by luxury & lifestyle magazine FOUR for the pre-launch of TRUBEL. Our products received a recognition from the legendary 3 Michelin star chef Pierre Koffman.

TRUBEL PURE Black Truffle is voted as GQ's favourite condiment. Soft launched into Partridges of Sloane Square.

Commenced with a full truffle menu for private clients, The Conduit's private members and a truffle cocktail masterclass for The Ivy Club's private members.

Successful pop-up at Selfridges and received a recognition from luxury powerhouse LVMH for what TRUBEL has built so far.

The launch of the world's only exclusive community for truffle lovers Club TRUBEL.