Service to the board: 2011 – Present
Peter Joe is the CEO of Sunrise Soya Foods and has served on the Strathcona BIA Board of Directors since 2011. His parents, Leslie and Susan Joe, established the company in 1956. He began helping his parents at an early age, and since then has dedicated his work to support the family business. By 1984, Peter’s role became full-time management.
Over the years, Peter has accomplished notable success for the company including expanding distribution, as well as opening manufacturing facilities in Vancouver, Toronto and Delta. Peter is consistently working hard to achieve his vision of having “tofu in every fridge” across Canada. Whether it’s producing quality products or valuing the people of his company, Peter believes that everything at Sunrise should be handled with care – just like the delicate nature of tofu.
For numerous years, Peter was the President of SoyFoods Canada. He currently serves on the board of the Strathcona Business Improvement Association. In 2006, Peter was a finalist in the Ernst and Young Entrepreneur of the Year contest in the Pacific Region.
Peter is happily married with two sons. When there is time available, Peter enjoys playing golf, jogging and trying new restaurants in the city.
