Sown in June, chamomile reaches its maximum quantity of active ingredients when it comes into full flower the following May. The flowers are harvested using specialized machinery, details of which are a jealously guarded trade secret, called Pettinatrici, or Combers. The harvest takes place in dry, sunny conditions, and is followed by the selection of the best flower heads for drying and blending at the nearby plant.
This intricate, multi-layered procedure is explored in a video that combines images of the Bonomelli fields in the Tavoliere delle Puglie in the south of Italy with animated sequences illustrating each step of the production process.
The resulting film is, just like Bonomelli's Filtrofiore chamomile tea, distinguished by its attention to detail and reliance on expertise, with moments of calm reflection. The project saw the involvement of a wide range of departments within Jinglebell, from the creative team that put together the film and animation, to the dubbing studios responsible for recording the evocative voice over, featuring the talented Tania De Domenico.
The video is available on Bonomelli's social channels, including Instagram and You Tube.