In March 2025, WHO and its partners held a virtual stakeholder consultation to review progress and share strategies for the Tobacco-Free Farms Initiative (TFF), implemented in Kenya and Zambia.

This initiative aims to support smallholder farmers in transitioning from tobacco cultivation to sustainable alternative livelihoods that are healthier, more profitable, and environmentally friendly. Key achievements include:

• Over 9,300 farmers in Kenya shifted to alternative crops (beans, soy, etc.), generating over $2 million USD in revenue.
• In Zambia, 95% of participating households grew at least two alternative crops in the first year.
• Strong emphasis was placed on climate-smart agriculture, farmer empowerment, and reducing tobacco industry interference.

The consultation highlighted the importance of structured markets, multi-sectoral partnerships, and digital tools (like Maano Virtual Market) to ensure long-term sustainability. Going forward, WHO and partners aim to expand the initiative, strengthen financing mechanisms for smallholder farmers, and scale up across more regions.

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