The small town of Whiteclay, Nebraska lies just outside of the boundaries of the Pine Ridge Reservation in southwestern South Dakota. It is infamous for its liquor stores and some of the highest rates of alcohol sales per capita in the nation. With a population of 14 and average sales of 13,000 cans of beer a day, it has become a site of frequent protests and controversy. However, it is also the location where Martin Pilcher is realizing his entrepreneurial dream with the purchase of Arrowhead Foods, a grocery store and deli.

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