James "Jim" Murray Rustad

James “Jim” Murray Rustad passed away on May 4, 2026, at the age of 88. He was born in 1937, and lived a life marked by hard work, adventure, devotion to family, and contribution to his hometown.

Jim is lovingly remembered by his wife of nearly 67 years, Noreen Rustad, his high-school sweetheart, whom he married on August 15, 1959. Together they built a family that became the center of Jim’s world. He is survived by their three children, Tammy (Fernando), Ross (Shauna), and Kathleen (Bruce), as well as four grandchildren: Cristina (Hector), Sara (Vince), John (Becky), and Nicole (Jonathan). He also leaves behind two cherished great-granddaughters, Aurora, age 7, and Alexandria, age 9 months.

The Rustad family came to Prince George from Saskatchewan in the mid 1940’s, and Jim grew up as part of the family that built and ran the Rustad Bros. & Co. sawmill and planer mill which became an important part of the region’s economy. As his dad Carl and uncle Mel aged out of the day-to-day running of the business, Jim took on increasing responsibilities until he was President and general manager by the early 1970’s. Jim valued his supervisors and employees, and they returned that loyalty with respect and trust. Through his career, he played a leading role in the forest industry of B.C. including participating in and chairing the Council of Forest Industries besides other provincial boards and committees. The forest industry recognized his contribution with the Paul Bunyan Award in 1992. After Northwood bought the mill in 1991, Jim worked for 3 years at Northwood and then retired. But he never stopped moving, exploring, or contributing. He was on the Investment Committees of both the BC Children’s Hospital Foundation and the UNBC Endowment Fund. He fundraised for the UNBC medical program and for the PG Art Gallery. Jim and Noreen kept up a remarkable pace of travel, golfing, socializing, and giving back to their community. Jim was an outdoorsman through and through. He loved hunting and fishing, and he especially enjoyed time on the ocean aboard his boat, the Timber Cruiser. He had an enthusiasm for operating all forms of transportation, including fast cars, large trucks, heavy equipment, planes, boats, and helicopters. He and Noreen traveled widely, often with family, going on unforgettable adventures to places such as Italy, London, Paris, Egypt, the Cook Islands, Australia, India, and Nepal. No journey was too far, and no experience too unusual, even if it involved riding an elephant to search for tigers. He was the instigator of many family adventures.

Family always came first for Jim. He showed up for the important moments in life, no matter the distance, whether it was a graduation, a wedding, or really any celebration. In later years, what he enjoyed most was time with family, and he was known for his interesting tales, curious mind, and generous spirit. We could not have asked for a better role model. He led by example, teaching those around him to celebrate the important moments, savour family time, care for others, and give back. We have all tried to emulate that attitude, and often ask ourselves in a situation “What would Dad do?”

Jim was also known for his interest in technology and his constant curiosity. Whether it was the latest development for the mill, improvements to his golf game, or a conversation about AI last Christmas, he was always asking questions and thinking ahead. He even suggested using AI to help write this obituary. He was dignified and gracious, continuing to do all he could in later years and accepting help with the same grace he gave to others. Jim loved music and dancing, played saxophone in the school band, and could truly cut a rug with Noreen. He was also famously inquisitive while traveling, often lingering in museums so long that the guides had to herd him back to the rest of the group. In Egypt, the guide constantly had to say, “Mr. Jim! The bus is leaving, Mr. Jim!”

Jim’s contributions to Prince George and to the province were many and lasting, and his legacy will live on in the family he loved, the community he helped shape, and the countless lives he touched.

Please join us in a Celebration of Life on Saturday, May 16th from 2-4pm at the Coast Hotel, Inn of the North.

In lieu of flowers, you may consider a donation to the Rustad Family Fund in the Prince George Community Foundation, or the Rustad Endowment at UNBC.

Many thanks to the kind and caring medical staff who watched over Jim in his later years, particularly Dr. Yu and Dr. Williams. We want to thank especially the ambulance staff, the caring nurses on 3rd floor South, and the doctors who cared for him in his last days.

Mr. Jim is now off on his next adventure.