Ame Kaze Taiyo, Inc. is a company that was born in the wake of the Great East Japan Earthquake.

On March 11, 2011, the Great East Japan Earthquake and tsunami caused severe damage mainly in the coastal areas of Tohoku. Many volunteers came from Tokyo, more than 500km away, to help in one of the areas most devastated by the disaster, the coastal area of Iwate Prefecture in northern Tohoku. The coast of Iwate Prefecture is a thriving fishing region, and it was an opportunity for consumers of the region’s product to meet local producers and interact for the first time.

As a member of the Iwate Prefectural Assembly at the time, I witnessed the deepening relationships between consumers and producers in the disaster-stricken area, as they got to know one another while working together. Many of the volunteers empathized with the philosophy and way of life of the producers behind the production of their food, and felt pity for rural areas struggling due to depopulation, aging and climate change. Because of this many volunteers continue to engage in support efforts for the area, and continue to stay in touch with the local producers.

By experiencing Tohoku’s rich nature and helping people in need and having gratitude expressed to them, many volunteers gained a sense of purpose and became more in touch with humanity, something their city life couldn’t provide them with, and for many of Tohoku became a life line for them.

At that time, I became convinced that by re-weaving the relationship between consumers and producers, we could simultaneously solve the issues faced by both urban and rural areas, and in 2016 I launched a service called “Pocket Marche.”

In modern society, consumers and producers, cities and rural areas, and humans and nature, which are essentially inseparable, have become separated. By expanding the point of contact for consumers and producers and creating a Connected Community between cities and rural areas, we hope to bring the potential all over Japan to bloom.