This article examines a case study of profound agricultural transformations along the Early Modern Age. Around the protoindustrial town of Alcoi there was an intense process of substitution of cultivations that altered the physiognomy of the rural activities of an area traditionally considered as poor from the agrarian point of view. The catalogue of these changes is substantial: the substitution of wheat for barley, the early introduction of corn and its strong spread, the advance of the cultivation of vine, and, finally, the adoption of crop rotations in the irrigable area that was part of a limited extension of land, though significant for a mountainous area. Throughout the text these changes are described and explained, keeping in mind the proto-industrial framework in which they appear, as well as their context in the Valencián and Spanish environment.