Poppies, cornflowers, daisies, violets and others paint the fields in rainbow hues, and tourists flock to take in the sight from the Apennine's highest village. La fioritura takes place in the Piano Grande – 'Great Plain' – beneath the Sibillini Mountains, in the summer months between late May and July.

This year the blooms peaked in early July. Castelluccio is well-known in Italy and among chefs worldwide for the lentils that grow in these fields, which have Protected Geographical Indication (IGP) meaning they sell for a higher price due to the origin and quality. The town's lentils sell at around €12 per kilo.