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GRAND MARAIS, Minn. — Sarah Jorgenson-Hallberg didn’t need a rehearsal. She just stepped out to the shore of the Grand Marais harbor on Lake Superior, held up her iPhone, and started recording.

“Hi, guys!” she said with a smile the morning of April 30. “Happy Tuesday to you all!” Acknowledging that the south wind would make her difficult to hear, Jorgenson-Hallberg went on to report the likelihood of coming rains. “Rain is good, keeps the fire danger down, I know, but we could use some really beautiful sunny days, I think!” Posted to the Instagram account of Jorgenson-Hallberg’s coffee shop, Java Moose, the video quickly racked up several thousand views.



“I’d love to visit there real soon!” wrote one commenter. “The North Shore is so magical and spiritual!” “As a Minnesotan, I think it’s my duty to be passionate about the weather,” said Jorgenson-Hallberg. Most days, she posts a video giving viewers a window into the small but extraordinarily picturesque harbor city of 1,350.

When Jorgenson-Hallberg started working at Java Moose as a high school student back in the 1990s, she couldn’t have guessed her family would one day own the business — and that she would become her city’s best-known online ambassador. “My dad worked for the state of Minnesota, and my mom worked in customer service, and they were approached to buy (Java Moose),” remembered Jorgenson-Hallberg. “They were like, ‘Well, we don’t really drink a lot of coffee, b.

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