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- David James: All right,
now the latte.

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Do you want that a hot latte
or an iced latte?

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- Customer: Hot, please.

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- Any plans for the weekend?

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Hi, I'm David.
- Customers: Hi!

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- Angela Fitzgerald: David James
is still new to La Crosse,

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but he's loving it.

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- David: She's like,
"I didn't get it."

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I was like...
[customers laugh]

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And I'm the owner
of Oh Oh Coffee.

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I love what I do.

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I love this place.

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I love what this place means
to a lot of people.

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If this is the most complicated
your day gets,

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that's gonna be a great day,
right?

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- Yeah, no kidding.

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- David: When I can get somebody
to fall in love with coffee,

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or when I can get people to fall
in love with the community,

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I'm just happy.

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- Angela: David has happily
fallen in love

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with his new community.

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Just what he was seeking
after a move

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from the big city of Denver.

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- David: Thank you!

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Have a good rest
of your conference.

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- Angela: Growing up, he'd spent
summers in rural Wisconsin.

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- My grandma passed away, and me
and my wife went to her funeral.

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And we just sat
on my uncle's porch

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and just listened to just quiet.

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And in that conversation,
we were just like,

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"What if we lived in a place
this peaceful?"

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- Angela: That quiet moment set
in motion a move to Wisconsin.

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- David: This is just, like,

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the most beautiful area
of the country.

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We felt pulled here.

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- Angela: Just finding
this location

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to open his dream coffee shop
was picture-perfect.

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- David: We're right here.

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- Angela: David brought
this painting from Denver,

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where it had sat
on his living room wall.

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There, he had been
a champion barista

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and owner of a coffee truck.

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The landscape was painted by his
grandmother decades ago,

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and it shows this view where
today, Oh Oh Coffee sits.

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Something David took to heart.

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- I just think that it's fate,
right?

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I've been staring at this place
my whole life.

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- Angela: Another thing that
seemed just right to David

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was the name Oh Oh.

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- David: Essentially,
it's named after my brother

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in a roundabout way.

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- Angela: Two hands make up
the logo for Oh Oh coffee.

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It's a tribute
to David's brother.

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- Iggy Igloo: 'Sup, wanna share
a beat with you guys.

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I just made it.

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Check it out.

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- Angela: As a musician
and activist,

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he was known as Iggy Igloo

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in a nod to the brothers' shared
Native Alaskan heritage.

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- He understood his path
really early.

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He knew he wanted to follow in
the guidance of our ancestors

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from an early age.

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He was at Standing Rock.

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He was a water rights activist.

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And he got colon cancer
and stomach cancer,

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and then passed away
a few years ago.

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- Angela: His signature tattoo
went across his knuckles,

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spelling Iggy Igloo.

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- Me and a lot of my family,

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we all got this pinky tattoo
to remember him,

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which is the O O from igloo
on his knuckle.

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- Angela: Oh Oh became the name
of the shop

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where David pays honor to Iggy.

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- Hey, do you want a latte?

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So many things in this café are
just shrines to him, basically,

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including the activism
that I do.

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- Angela: David maintains
a food pantry,

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donates coffee service, and
insists on paying a fair wage.

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[coffee beans rattle]

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- David: My barista is the
highest-paid barista

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in the state of Wisconsin.

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- Alessia Eckelaert: I thought
he made a typo at first

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because I'm like,
"There's no way

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that this is a starting wage
for a part-time barista."

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- Angela: He's also banned
tipping...

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- David: And you're all set.

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- Angela: ...while still
elevating service.

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- You've got to pay a wage that
respects the person's time.

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But second,
you have to make sure that

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that employee is respected here.

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And then third, you make
a promise to your customers

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that you're gonna give
good service.

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Mary?

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- Angela: The promise
of Oh Oh Coffee

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is the product
of David's intentions,

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to start anew in a peaceful
place, to honor his brother,

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and create community
around his love of coffee.

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- David: Being able to see
myself in what I produce

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is really important,

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and I think that
we've lost that.

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It's something
that I can look at every day

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and really be proud of.

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Thank you so much.
- Best coffee shop ever, yay!

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Bye.