Grace Hightower De Niro, the philanthropist wife of Robert De Niro, launched Grace Hightower & Coffees of Rwanda in January 2013.59 It is a for-profit operation that aims to boost growers’ incomes by paying above

“fair trade” prices for beans and then selling them to US stores. Hightower De Niro says the idea arose when she heard Rwanda’s president, Paul Kagame, requesting “‘trade not aid.’ I thought that was really inspiring.”60 What do you think motivated Hightower De Niro to start this venture?

How does the company fulfill its social mission?