Henry Cavill for Rosemary Water, commercial (Big Earth Productions)

(promotional film for No. 1 Rosemary Water with Henry Cavill, produced by Big Earth Productions)

The search for the secret to a long and healthy life is probably as old as humankind itself. But in recent years, it’s led people to the Italian seaside town of Acciaroli, on the Amalfi coast. Thought to be the setting of Hemmingway’s ‘The Old Man and the Sea’, Acciaroli is actually the site of a study by American cardiologist, Alan Maisel who has found that out of a population of about 1,000 people, 300 of these residents are over 100 years old.

‘The goal of this long-term study is to find out why this group of 300 is living so long,’ said Alan Maisel. Part of the research will look at food; what is it about the Mediterranean diet that is so healthy? Certainly, here in Acciaroli, like elsewhere on the Italian peninsula, people eat more local, seasonal vegetables, whole grains and pulses and olive oil, more fish and less meat. But could there be something else we don’t know about?

Researchers noticed that many of the dishes were flavoured with rosemary. The herb grows in profusion in the dry, stony soil along the coast, and many people have it in their gardens and on their patios. It features in roasts, soups and pasta dishes – in fact, just about everywhere. Previous research has shown that rosemary has antioxidant qualities and is used as an anti-inflammatory and to treat muscle pain and improve circulation.

The evidence has been compelling enough for No.1 Botanicals  to produce No. 1 Rosemary Water, a product invested in and promoted by Henry Cavill (best known for his role as Superman), who came to Acciaroli to make a promotional film (which you can see here

For the product with Big Earth Films. Fabio Di Segni was asked to be their fixer and location manager, and to provide all the production services and logistics including crew transport and equipment  hire. Fabio scouted the town, met the Mayor Stefano Pisani and arranged access and filming permits. In the Mayor’s words, ‘Acciaroli is famous because people here live long, but not only long, they live well.’