He's the guy that went to LA for a brief "holiday" and ended up dead. The Tyee wrote an in depth two part article about the mysterious event calling it the deal that killed Superman: http://thetyee.ca/News/2004/05/15/The_Deal_that_Killed_Superman_Part_2/
Unbeknown to his family, the clean cut, well groomed body builder started selling pot. Innocent enough. Then he was trapped by the quick money that can be made trading B.C. Bud for cocaine in the U.S. and selling the cocaine back in Canada. This seems to be where all the huge money is made but the repercussions are deadly.
I see it as greed. Selling a little bud isn't good enough. The lust for dump hummers or expensive cars and a fast lifestyle causes people to drop their standards and sell crack. Even if it's indirectly, that is what the cocaine ends up getting sold as. Cheap and highly addictive creating addicts with broken lives that will kill their mother for five dollars for more crack. There is no honour in selling that kind of rat poison on the street.
So Joe Bralic goes to LA to make the deal. Seemingly the guy who set him up with people in LA is Anton Brad Hooites-Meursing, a local bad boy who attended the castle fun park event with the Bacon brothers and the IS.