To effectively implement life-saving demand reduction tobacco control measures, we must address supply side issues. The WHO Framework Convention on Tobacco Control (WHO FCTC) has identified the provision of support for economically viable alternative activities to tobacco growing and the protection of the environment (Articles 17 and 18) as key supply reduction measures to reduce tobacco use. WHO is fully committed to supporting Member States to create enabling environments for shifting from tobacco growing to alternative crops.

Tobacco-Free Farms was initiated in Migori County, Kenya, in 2021, and has since expanded to Meru, Busia and Bungoma Counties in Kenya and Eastern Province in Zambia.

Over the last three growing seasons, Tobacco-Free Farms has successfully supported over 2000 farmers in Migori County to switch from tobacco to high-iron beans. In stark contrast to the tobacco industry’s narrative that tobacco farming is a lucrative business, evidence shows that tobacco farmers consistently experience higher rates of poverty than non-tobacco farmers. Tobacco actually contributes to less than 1% of GDP of Kenya. These and similar initiatives are raising awareness among the farmers, general public and policy makers of the successful transition of tobacco farmers into alternative livelihoods.

This is achieved, along with multi-sectoral partners, through:

The objectives of this project are to:

1. shape the market to facilitate farmers to shift from tobacco growing to alternative livelihoods;
2. increase awareness on the harms of tobacco growing and economic viability of alternative crops, and build knowledge of farmers to effectively make the switch; and
3. scale-up and sustain the alternative crop production and market ecosystem.

The indicators of success include: