Riviera in Fiera – Antica Fiera di San Marco
Cocconato's old spring fair on 25 April: 'Riviera in fiera — aria e sole, salumi e robiole'. Artisans and producers line Via Roma and Corso Pinin Giachino, the village associations serve lunch under the arcades, and there are exhibitions, a wellness area, bike and walking tours and children's activities.
Why it's special
It's a fair with a long history. The San Marco fair was held on 25 April alongside the procession that blessed the fields, was moved to the last Saturday of April in 1906, and was relaunched in 2004 as 'Riviera in fiera', a showcase for the Riviera del Monferrato hill villages. Expect Robiola di Cocconato and salumi, local wine, and a day out that suits families.
Programme · 2026
'Riviera in fiera a Cocconato d'Asti – Aria e sole, salumi e robiole', Antica Fiera di San Marco.
- Lunch is served from noon under the Portici comunali in Piazza G.
- Melchiorre by the Pro Loco, the Consorzio and the other associations.
- Park at the sports ground or on Via V.
- Veneto (campers too); in 2026 there was also a shuttle from Via E.
- Liprandi.
- Info: Comune +39 0141 907007, tourist office +39 0141 600076.
The San Marco fair is one of Cocconato's oldest dates. On 25 April a procession used to leave the parish church to bless the countryside, and a fair was held in the village the same day. In 1906 the shopkeepers had it moved to the last Saturday of April, and over the years it shrank to a few extra stalls at the weekly market. In 2004 it was brought back as 'Riviera in fiera: aria e sole, salumi e robiole', a showcase for Cocconato and the hill villages around it. The slogan celebrates the 'Riviera del Monferrato' climate along with its salumi and robiola cheese.
Today it's a full day out on 25 April. Producers and artisans fill Via Roma and Corso Pinin Giachino, the village associations cook lunch under the town-hall arcades, and there are art and photo shows, a wellness corner in the Cortile del Collegio, guided walks and e-bike rides into the hills, and plenty for children. The relaunched fair has also included the comic 'processione dei bachi', a parody of the old blessing of the silkworm eggs, with women in early-1900s farm dress.
See what else is on in Cocconato.
Past editions
| Year | Dates | Programme |
|---|---|---|
| 2026 | Saturday 25 April 2026, from 10:30 | 'Riviera in fiera a Cocconato d'Asti – Aria e sole, salumi e robiole', Antica Fiera di San Marco. All day – Artisans and producers along Via Roma and Corso Pinin Giachino; games, art ateliers and a panoramic little-train ride for children From 12:00 – Wines and traditional dishes from the Cocconato associations, the Pro Loco and the Consorzio, under the Portici comunali in Piazza G. Melchiorre Corso Pinin Giachino – Croce Rossa Italiana: activities for children and families, plus a first-aid (CPR) station for adults Cortile del Collegio and Salone Polifunzionale – Wellness area with holistic disciplines, treatments and short talks through the afternoon Via Roma – Art exhibitions: graphic art and photography in the Cortile Casa Fasoglio; 'Soglia 25', Monferrato artists on the Liberation, in the Salone Comunale Biblioteca E. Rocca – Documentary and photo exhibition on the Resistance From 09:00, Piazza Cavour – AT66 13th 'Motogiro delle Colline in Fiera', a motorbike treasure hunt round the hills From 10:00 – Walking and cycling tours with local guides; booked guided e-bike tours (€15 with guide and e-bike) from Albugnano, Castelnuovo Don Bosco and Piovà Massaia |
| 2025 | Friday 25 April 2025, 10:00–19:00 | Tradizionale Fiera di San Marco & Benessere in Fiera. |
| 2024 | Thursday 25 April 2024, from 10:00 | Tradizionale Fiera di San Marco with 'Benessere & Territorio in Fiera'. From 10:00 – Exhibitors of food, crafts and hobbies through the historic centre Cortile del Collegio – Wellness area and themed talks All day – Photo and art exhibitions; little train, inflatables and horses for children; music From 12:00 – Wine and food from the Cocconato associations in Piazza Giordano |