With the help of a Nuffield Canada scholarship, Craig Lester is challenging mainstream media coverage of agriculture. Lester is the founder of Rural Roots Canada, an agriculture media company he launched in 2010. In 2022, he left his day job as a broadcast journalist to work full time on his own business.

The intent of the Nuffield Canada Scholarship program is to connect agricultural scholars with farmers and ag professionals across the globe. Established in 1950, the program is geared towards mid-career individuals, it empowers recipients with $15,000 and a two-year mandate to travel and research a topic of their choosing.