I agree 100%, why get into cultivation when you can have contractors do that work. As I said that was just the rumor floating around the Emerald Triangle.
Although....
I don't think Monsanto cultivates a lot of food for market but they control a lot of land for research and seed production.
North Carolina is not Northern California.
I would think it would be in Altria's interest to get in on strain research, seed development, curing/drying/trimming, mechanization techniques for outdoor cultivation that can be past on to their contractors and introduced at Universities in order to have a consistent product when the time comes. (basically achieved with the Cronos investment)
Maybe they see it as an extension of their current boutique winery business model and not in opposition to their profits, a 'higher' end premium product line so to speak. Cannabis tours have already begun in CA so maybe they see something to be had in the connoisseur market - Nat Sherman.
Not sure what the North American cannabis industry's yearly revenue is but it has to be affecting Altria's bottom line enough for them to make some changes in their current business model and invest in a business that is still illegal on the Federal level in the US.
And then, maybe I've just smoked too much weed in my life and see things differently.