In Zimbabwe, despite the fact that farmers are aware of the health consequences of tobacco and generally support control measures, they continue to grow tobacco. The study showed that farmers are willing to consider alternative crops if they are considered as rewarding as tobacco. However, the choice of the preferred alternative is influenced by their experience of the crop. Government should recognize that the transition from tobacco to alternative crops will take time and require long-term planning and support. This could involve developing a comprehensive strategy for the transition, providing ongoing support to farmers, and regular monitoring and evaluation of progress.