Iitate Village in Fukushima Prefecture, once devoted to beef production and branding, has faced significant challenges since the Tokyo Electric Power Company Fukushima Daiichi Nuclear Power Plant accident over nine years ago. Now, as evacuation orders are being lifted, the village is slowly but surely making strides towards recovery. Local farmer Toyo Yamada, who has returned to raise cattle while starting a meat shop, reflects on his journey and his vision for the future, emphasizing the connection between quality beef production and consumer satisfaction.

Yamada's story is deeply personal; he was a witness to the hardships faced by his family during the evacuation and the heartbreaking loss of loved ones. However, his commitment to Iitate Village remained strong, and he took decisive steps to train in the meat industry, working at a butcher shop in Kyoto for five years. There, he honed his skills in meat selection, handling, and sales, equipping him for the challenges ahead as he prepared to return home and continue his family's legacy.

Now, Yamada sees the importance of producing high-quality beef that not only honors his heritage but also enhances the happiness of consumers. With the rejuvenation of safe farming practices post-disaster, he aims to create a sustainable business that sustains the land, brings back life to Iitate, and supports the emotional and physical well-being of both farmers and diners alike. This endeavor reflects a broader trend in Japan as rural communities strive to recover and thrive after natural and man-made disasters.