Westrock Coffee Co. CEO Scott Ford It’s been a challenging year for capitalism. Vilified by many in America, especially in an election year when inequality of outcome in a system based on competition is exploited for political gain, capitalism is either viewed as what’s wrong or right with America. In the retail world, the principles of free enterprise are evident every day as some retailers and suppliers compete more effectively for shoppers’ dollars. The system has served the American consumer well, and Westrock Coffee Co. CEO Scott Ford is a fervent believer in, and beneficiary of, capitalism. So, too are the small East African farmers that helped launch the Westrock company and brand. The forces of free enterprise have been embraced in Rwanda, where farmers are benefiting from the increasingly popular brand they helped create.