this was ishiwata's plant before the disaster. the technique requires highly experienced workers who bone the fins by hand, but after the tsunami, all 30 employees had to be laid off. ishiwata thought rebuilding would be impossible, and he gave up hope, but then loyal customers from all over japan began sending letters and e-mails of encouragement. >> translator: let me help if i can. i'll be waiting for the day i can enjoy your delicious shark fin soup again. don't disappoint me. >> translator: i was especially touched by an e-mail that read you might find the next year impossible, so as you rebuild, take it slow and steady. i'll be waiting in 2013. we're receiving an incredible show of support, so i have to get busy. >> reporter: ishiwata strengthened his resolve to start over again. he got a new loan and decided to set up production at a temporary location. he found a spot with running water. it's on higher ground safe from another tsunami. he's recruiting former competitors to help set up a website. he also makes t-shirts to s