“Minamisanriku Minasan-kan,” a group of direct sales shops in the Utatsu district that sells fresh agricultural and marine products, celebrated its first anniversary in October 2013. Mr. Katsuyoshi Ono, the manager of the store since July 2013, and his staff operate the shopping center and are constantly thinking of ways to attract local people and visitors so that they will be sure to make a stop here.

The town suffered tremendous damage from the disaster, losing all their stores. Thus, the farmers and fishermen in Minamisanriku lost a place to sell their products. Mr. Ono and a core group of members called upon others to take part in this endeavor and now about 50 members manage the “Minasan-kan.” Other than primary products, which arrive daily freshly harvested from the fields and sea, the store is crammed with handicrafts, processed marine products, seaweed, and even the highly popular handmade bean paste miso made by local housewives.

Visitors can enjoy seasonal homemade dishes prepared by members of the “Nadeshiko no Kai,” a group made up of local housewives, at the dining area at lunchtime.

“We are very proud of the taste of our produce,” says Mr. Masanori Shudo. With his wife Sachiko, they transport their freshly picked vegetables to their store, laying out fresh crispy cucumbers. Inside the store there are a vast array of products, made with loving care and hard work, sparing no effort. Rice from this year’ s harvest, which Mr. Ono personally grew, harvested, and dried in the sun, will soon line store shelves.