Contemporary market-oriented agricultural innovation has become a fundamental driver of food insecurity in sub-Saharan Africa (SSA). In rural SSA, many small farmers are currently embarking on innovative agricultural systems (IAS), which are not only technically challenging, but food insecurity prone. Progressively, labour input in staple food crop production is dwindling and conversely increasing in the cultivation of income generating crops. SSA boost of no rigorous empirical study on the relationship between market-oriented agriculture and food insecurity. To fill this knowledge gap, this study relied on conceptual insights from scholars, oral histories captured through interviews, informal conversations, focus group discussions, questionnaire administration to 60 households’ respondents and field observation to analyze the correlation between unprecedented cultivation of income generating crops and food insecurity in rural North West Cameroon using Binka community as case study. Quantitative data collected were processed and presented in the form of tables and graphics for descriptive analysis while in-vivo codes, analytical codes and themes were generated for qualitative data analysis. Results reveal that 73.9% of farmers have embraced IAS though mastery of inputs application, farm maintenance capability, issues of purchasing power and institutional challenges remain critical (62.5%). Over dependence on IAS has engendered food insecurity and kept poverty in perpetuity. Reconciling poverty alleviation and food security in the region advocates for enhancement of subsistence agriculture and farmers training on IAS and techniques.