Jim seems to have a very charsmatic way about him and he takes the time to get to know all his customers. when he first opened and I got to know him I would take his business cards and pass them out to people shopping at wmarts fish dept. and letting the people know we in cloquet have a knowledgeble fish store owner that knows something about what their buying. I told Jim what I was doing he laughed and of course thanked me. Right or wrong I just wanted people to have a choice. Ave C is kind of out of the way and some people forget theres businesses down there.