and the prized vanilla bean from veracruz is definitely one of those things. i don't think i've ever seen so many vanilla beans in one place. >> yeah. from mexico, the best aroma. >> i've been invited here by norma guya, from mexico's oldest vanilla family, who have been harvesting it for hundreds of years. and she is the first woman to take charge of the business. >> so, if vanilla is endemic to mexico, is mexico the number one producer? >> no. >> turns out madagascar produces about 80% of the world's vanilla. but guess what? it was veracruz that gave it to them. >> it's more expensive. than in madagascar. >> because it's the best? >> yes. of course it's the best. and now here, you can see how they are taking care of each vanilla bean. >> cut each vanilla bean. >> each vanilla bean just to be sure. >> it can get infected.