Despite the negativity around tobacco and tobacco related products, it is still the cash crop that generates the highest income if managed correctly. Contrary to the rest of the African continent, the South African tobacco industry and local tobacco research is presently directed towards the first economy. The second economy needed to be introduced to this high-income cash crop that can be a major contribution to job creation, poverty alleviation and food security. To become part of this competitive, but highly profitable industry, these emerging farmers needed to be trained and equipped with the existing and latest technologies. Demonstration blocks were planted on the farms of selected emerging farmers in the Western Cape (southern Karoo). Farmers were introduced to optimal agronomical practices, guided by soil analysis for fertilizer application and nematode control. The latest ARC-IIC air-cured, high yielding, black shank resistant cultivar was planted. Farmers-days were used to train not only the participating farmers, but also all attending neighbours, other farming organizations, and the labour force in the EUROGAP guidelines, safety aspects in agriculture and desirable IPM practices. At the end of the first season the income of the first participating farmers was comparable to that of the commercial farmers in South Africa. Over a period of three seasons the interest of the farmers in this region has grown beyond expectations and we have managed to establish a secure market for them with a major tobacco buying company.