Hummus. Photo: Wikipedia.

Israeli-founded US-based Sabra Dipping Company, purveyors of Sabra Hummus, are in need of a few good men to supply them with the chickpeas needed to keep up with increasing demand for the product, and they’re finding those men in an unlikely place, the BBC reports.

As cigarette smokers in the U.S. have dwindled due to a greater awareness of smoking’s negative effects on the body, some tobacco farmers have turned to chickpeas as a more profitable crop, as demand for the tasty Middle Eastern snack dip spikes in the US.

Says one farmer: “Chickpeas may just be the catalyst to start a whole new cycle of people coming back to the land, growing chickpeas, and producing hummus.”

Watch the BBC’s report about tobacco farmers switching to chickpeas here.