As CEO of Wai Mānuka, Joe is passionate about innovation and a commitment to excellence, he is responsible for driving the strategic direction, fostering growth, and establishing Wai Mānuka as a global leader in the premium, non-alcoholic beverage segment. Joe oversees all aspects of operations, ensuring that Wai Mānuka consistently exceeds expectations in taste, quality, and sustainability.

Pepeha
Ko Kaputerangi, ko Mauao ngā maunga
Ko Ohinemataroa, ko Tauranga Moana ngā awa
Ko Ngāti Awa, ko Ngāti Pukeko, ko Ngāi Te Rangi ngā iwi
Ko te Patuwai, ko Ngāti Rangataua, ko Ngā Potiki ngā hapu,
Ko Toroa, ko Te Pahou, ko Tamapahore ngā marae.
Ko Joe Harawira tōku ingoa.

Background
Joe was born and raised in Whakatāne to Hohepa and Parepikiao Harawira. He has an older sister, Marama who is married and has her own whanau. Joe attributes much of the values he lives by today to those he learned from having parents and whānau that believed in hard work, looking after each other and caring for the land.

After finishing school Joe served in the military for several years. The pinnacle of his career was completing operational tours of Bosnia and Herzegovina, and East Timor under the auspices of NATO and the United Nations.

Always passionate about health n’ fitness, Joe completed a Bachelor of Exercise & Sport Science which then led to a career in sports injury prevention. He also completed an Executive Master of Business Administration and spent three years working for the National Rugby League (NRL) where he established a wellbeing pathway for athletes transitioning into professional sport. In 2015 he was awarded a Prime Ministers Scholarship to travel to the UK and learn from other sports codes including the likes of Liverpool FC. Following this, Joe began working for New Zealand Rugby where he helped lead a national programme focused on improving player safety and wellbeing.

Outside of his career in sport wellbeing, Joe started a social enterprise called Flo (flourish), which connects lovers of lifestyle fashion with a wellbeing programme that helps young people in school.