In a global context that has become exceedingly hostile towards the marketing of tobacco products, the cultivation of tobacco is increasingly being subjected to scrutiny and criticism. Indeed, this is already happening to such an extent that even the legitimacy of tobacco as a crop begins to be questioned, frequently depicted as standing in stark contrast to the now generalised concern to reduce the consumption of tobacco products globally. The recent creation of a study group on diversification and alternative crops by the Conference of the Parties to the World Health Organization's Framework Convention on Tobacco Control (FCTC) seems to underline this trend and perhaps for the first time in tobacco history do we see health advocates moving into the hitherto unchartered field of agriculture. But to what extent is crop replacement or diversification away from tobacco viable and realistic - without endangering the livelihood of millions of tobacco growers worldwide - especially if it is done on a large scale? This paper explores the various aspects that cause farmers worldwide to privilege tobacco as a crop and examines the different challenges associated with shifting to alternative crops. It also exemplifies how tobacco frequently serves as a capital base for diversification. It concludes by drawing attention to the danger of seeking a one-fits-all formula to try to phase out tobacco and of seeing policies that impact on the agricultural sector be defined by health advocates rather than professionals with agricultural experience, which is so necessary to fully apprehend all implications of artificially created market restraints.