From Why to Wai with Joe Harawira

In the latest episode of the Baskets of Knowledge podcast, we sat down with Joe Harawira, the CEO and co-founder of Wai Manuka, a unique beverage brand born in Whakatāne, New Zealand, and deeply rooted in Māori culture. Joe’s journey from the military to high-performance sport, and now to entrepreneurship, is a story of grit, purpose, and innovation.Joe’s path to leadership wasn’t linear. He began his career in the New Zealand Army, where he learned the power of discipline and camaraderie. This military foundation shaped his mindset, teaching him the value of hard work, resilience, and the importance of backing your team – lessons he later brought into his roles within the NRL and New Zealand Rugby, where he worked in athlete wellbeing and high-performance environments.Wai Manuka was born from a simple but powerful idea, to create a globally recognised beverage that celebrates New Zealand’s natural bounty and Māori culture. It all started at a New Year’s Eve gathering where Joe, alongside his friends, decided to turn their shared vision into reality. Despite no background in the beverage industry, Joe and his co-founders leaned into their cultural roots and entrepreneurial spirit, eventually launching a product that now reaches markets as far as New York and Japan.Joe’s work in high-performance sport, including roles at the NRL and New Zealand Rugby, taught him that true success isn’t just about physical strength but mental resilience and cultural connection. It’s about building strong, unified teams that support each other both on and off the field. Key learnings from Joe:1️⃣ Back yourself fully:  Whether in the military, sport, or business, confidence comes from action and perseverance.2️⃣ Community is everything: Success is amplified when it’s shared. Always honor where you come from.3️⃣ Authenticity is a superpower: Lean into your culture and values. The world respects and recognises genuine brands.4️⃣ Resilience is built over time: Every challenge you face, from imposter syndrome to business hurdles, shapes you into a stronger leader.5️⃣ Legacy over fame: Focus on the long game and the impact you leave behind, not just short-term wins.To get your own taste of Wai Manuka for your next occasion OR even just because you know a good thing when you see one head over to https://waimanuka.co.nz/Listen to the full episode to hear more about Joe’s journey, the lessons he’s learned, and his vision for the future.EnjoyPrajesh and Tane