A tobacco rod having reduced levels of at least one phenolic compound precursor selected from the group consisting of gentisic acid, 3,4-dihydroxybenzoic acid, chlorogenic acid, rutin, scopoletin, quinic acid, a quinic acid derivative, caffeic acid, inositol and lignin. The concentration in mainstream smoke of phenolic compounds such as phenol, hydroquinones (e.g., hydroquinone, methyl hydroquinone and 2,3-dimethyl hydroquinone), catechols (e.g., p-coumaryl quinic acid, feruloyl quinic acid and syringoyl quinic acid) and cresols (e.g., o-cresol, m-cresol and p-cresol) can be reduced by reducing the concentration in uncured (e.g., green) or cured tobacco of the phenolic compound precursors. The concentration of phenolic compound precursors in tobacco can be reduced by forming an extract of tobacco solubles, removing phenolic compound precursors from the extract by treating the extract with polyvinylpolypyrrolidone or polyvinylimidazole in the absence of an enzyme to form a treated extract; and restoring the treated extract to the tobacco.