Profumata-Menta — Regional Mint Fair
The regional fair dedicated to mint in the heart of the Alto Astigiano area
About Profumata-Menta
The fair that smells of mint
Every early June, the village of Piovà Massaia, nestled in the hills of the Alto Astigiano in the province of Asti, transforms into a fragrant little world thanks to Profumata-Menta, the regional fair dedicated to mint. This is no ordinary festival: here, the aromatic plant is the common thread for an entire community that has been proudly and creatively celebrating its farming roots for over a decade.
A tradition reborn
Mint cultivation arrived in Piovà around 1850, imported from England, and found fertile ground especially in the Gallareto hamlet, where the historic family running the still distilled the fragrant essence. That tradition had been interrupted, but since 2012, Profumata-Menta has recovered its memory, bringing mint back to the center of village life. Today, the event, now in its thirteenth edition, is a highly anticipated appointment throughout Piedmont.
What to expect
The fair enlivens the streets of the historic center with a program designed for all ages. Recurring features include:
- Stalls and markets with local products, plants, flowers, handicrafts, and mint-based goods;
- Street artist performances, jugglers, and musicians animating squares and alleys;
- Thematic exhibitions, workshops, and educational farms for children;
- Train and pony rides, carousels, and games for families;
- A mint-based menu that reinterprets local gastronomic traditions.
A village in celebration
Profumata-Menta is organized by the Pro Loco with the support of the Municipality of Piovà Massaia and is entirely free of charge. It is the perfect opportunity to discover an authentic corner of Piedmont, far from mass tourism circuits, where rural culture and village conviviality meet for a weekend of scents and flavors.
Profumata-Menta — edition 2026
The thirteenth edition
From June 5th to 7th, 2026, Piovà Massaia celebrated the thirteenth edition of Profumata-Menta. Friday and Saturday offered side events, while Sunday confirmed itself as the central day, with the fair invading the streets of the historic center amidst stalls, scents, and mint flavors.
Programme Profumata-Menta 2026
Friday, June 5
- Inauguration of the exhibition dedicated to the wolf ("Lupus in Fabula et in Natura") and opening of exhibition spaces;
- Opening of the dialect theater festival.
Saturday, June 6
- 9:00 AM — "Profumata-Menta" nature walk by the Cammini Divini project, departing from the Bocciofila Piovatese in Piazza San Martino;
- In the evening — Mojito open party at the Bocciofila with a DJ set by Bruno Power.
Sunday, June 7 — Main day
- Mint Fair and market stalls along the streets of the center;
- Performances by street artists Claudio and Consuelo with their "Cucina errante";
- Live music with La Curva Street Band;
- Train and pony rides, carousels, and games for children;
- Exhibitions, workshops, and educational farms;
- Thematic conferences dedicated to mint.
Highlights Profumata-Menta 2026
Prices Profumata-Menta 2026
Practical information — Profumata-Menta
How to get there
Piovà Massaia is located in the Alto Astigiano, about 30 km east of Turin and 20 km northwest of Asti. By car, it can be reached from the A21 (Turin-Piacenza) motorway exits by following the hill roads; the village is well signposted. The main day of the fair (Sunday) takes place in the historic center, with Piazza San Martino as the reference point.
Admission and hours
Admission is free for all events. The fair is concentrated mainly on Sunday, while Friday and Saturday offer side events (theater, musical evenings, exhibitions).
Tips
Wear comfortable shoes for walking through the village streets and the surrounding hills. For the updated program, check the official Profumata-Menta Facebook page or the Municipality's website.
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Where does it take place — Profumata-Menta
Centro storico di Piovà Massaia
Piazza San Martino, 14026 Piovà Massaia