Edward Woo

Edward Woo is inspired by the dynamic nature of the cannabis industry, where he sees the potential for continuous innovation and meaningful impact on both consumers and the broader market. As Vice President of International Business Development at Pure Sunfarms, Edward is passionate about cultivating global partnerships and expanding the company’s international presence. His appreciation for teamwork, collaboration, and innovation stems from his experience in navigating complex, regulated environments, where he learned that bringing together diverse perspectives leads to more effective problem-solving and long-term success. Edward believes that fostering an environment of open communication and shared decision-making not only drives business results but also creates an empowered team capable of overcoming challenges together. With over 20 years of experience in regulated industries, Edward excels at navigating complex environments and driving growth. His career includes leadership roles at Philip Morris International and Rothmans Benson & Hedges, where he led the global rollout of products and regulatory strategies across 30 countries. Originally from Toronto, Edward has lived and worked in New York and Switzerland, gaining valuable insights from markets across Asia, Europe, the Middle East, and Latin America. These experiences provided Edward with deep understanding into diverse cultures and markets—knowledge he now applies to the cannabis sector, where he sees incredible opportunities for growth. With a BA in Economics from the University of Western Ontario, Edward combines his commitment to integrity, resilience, and teamwork with Pure Sunfarms’ mission to lead the cannabis industry into the future.