The white truffle season is expected to be challenging due to drought and unstable prices, with a limited supply primarily from Piedmont, Tuscany, Marche, and Umbria. The market value of the industry is over 500 million euros with over 200,000 collectors, with 70% of the product being exported. The prices have soared due to the scarcity, with the quotations ranging from 4,500 to 2,000 euros per kg. The sector is considering promotion through chefs and tourism, and investing in a great sensory academy for organoleptic recognition of all types of edible truffles.