The demand spiked and lab-created, truffle-flavored chemicals replaced truffle products.
With a resolve in Safina to fuel a 'Truth in Truffles' movement, he then created the first-ever organic truffle line, daRosario Organics, in 2004. He sought to bring back real truffles and real truffle flavor to the people—both chefs and home cooks—who want it. Not aroma, not essence, not extracts.
Safina’s depth of knowledge on truffles has made him a noted authority for the likes of Martha Stewart Living, The New York Times, Vogue and CNN. Further, daRosario Organics’ truffle products are an official product of the Food Network’s 'Iron Chef pantry' and have been featured in outlets including Food & Wine, InStyle, People, Everyday with Rachael Ray and CBS 'The Early Show,' among others.