I can't say I ever heard of it, but how is it this big money maker? I looked it up, and it seems this stuff is dealing with possible extinction. Well currently according to Wikipedia, it's marked vulnerable, which means it's being threatened with extinction. So maybe not the greatest idea to then invest in a possibly dying crop. The best thing to do is to try and leave them be to grow. Because if more people were to go out and try to buy this stuff up, you're only furthering the possibility it goes extinct and you'll never have it again.
I'm sure there's a lot of money in it right now, but it'll only be a short while you see that money, because once it's extinct, no more money will come in.