NPO Higashi no Shoku no Kai (Eat & Energize the East) was created in the wake of the March 11, 2011 earthquake and tsunami that hit the eastern Tohoku region. With the goal of helping out the farmers and producers in Tohoku who were affected by the disaster, Eat & Energize the East connect Tohoku producers with Tokyo buyers, and creates it's own products using Tohoku ingredients.