The Tohoku region's fisheries industry experienced catastrophic damage from the Great East Japan Earthquake. To support the reconstruction of the Sanriku region, fisheries industry workers in the three prefectures of Iwate, Miyagi, and Fukushima have been collaborating through the "Fisherman's League," an effort going beyond community borders. Through this effort, the workers are striving to create change in the fisheries industry as a whole, including training the next generation of leaders and establishing the "Sanriku Brand."