Bruno Urbani; Olga and Carlo senior’s sons are the fourth generation of the family. They have been able to combine technological innovation and the most genuine tradition in a flourishing, family-run industry. Paolo Urbani, who really succeeded in giving the family jewel a new face, was also appointed “Cavaliere del Lavoro” for making the truffle a feather in the cap of the Italian market, a product popular all over the world. Since Bruno Urbani shifted from his significant positions in the industrial and banking corporations of Italy, he has been leading the group. He is now completely devoted to being a precious teacher for future generations.