Blair Wilson, vice-president of marketing of Sartori Cheese, says China has so much potential. [Photo/China Daily]

Recently, the board hired a research firm to explore "the wants and needs" of China's growing middle class. "Maybe they like a sweeter ginseng, not a bitter ginseng," said Kaldunski.

While some farmers stopped growing ginseng, others have expanded.

Kirk Baumann, his brother and his father started growing the crop in 1978. When the price dropped in the 2000s, he decided to expand and purchase more seeds and land.

Today, Baumann Farms is the largest ginseng producer in the US, harvesting 200,000 pounds annually. The brothers built a new production facility in 2014, and a workers' area next to it with 44 rooms.

Last year, Baumann spent three months on six trips to China, looking for partners to start the family's own brand, Baumann Ginseng.

He hopes to get their branded products on the shelves by September. "Definitely before the Chinese New Year," he said.