Tony Coffman
It's pretty clear that we are set up by the producers to root for Tony Coffman. He is supposed to be the "hero" of all the ginseng buyers, and we are supposed to root for him to get the ginseng instead of the others. I suppose that's because he is an honest businessman. Although Ron McMillon seems to have problems with him, not sure why - he doesn't think he pays enough, although his prices usually sound pretty competitive.
The General is clearly cast as a villain, with his underhanded, illegal tactics and stereotypical villain laugh. Now this new guy, Sam Lunsford from North Cackalacky, is going to enter the picture. He hasn't done anything completely villainous yet, but the way he seems to surround himself with underlings seems suspicious. I guess we are supposed to hope that he doesn't cut into the hero Tony Coffman's ginseng supply.