The project's goals include raising the quantity and quality of reporting on farming and rural development, focusing more reporting on the importance of women to the economics of rural areas and creating more gender equality in newsrooms.
Using the same model as the Maisha Yetu project, Centers of Excellence were created in L'Essor and Radio Klédu in Mali, The Daily Monitor and Uganda Broadcasting Corporation in Uganda and The Times of Zambia and Zambia National Broadcasting Corporation in Zambia.