How One Founder Took On Liquid Death and Won

Josh White is the co-founder and CEO of Cano Water, the UK drinks brand that helped pioneer canned water as an alternative to single-use plastic bottles. The idea was born after a trip to Thailand with friends, where he witnessed the scale of plastic pollution firsthand — a moment that turned into a mission and, eventually, a business. Before water, Josh ran an events company bringing together some of the biggest names in grime and electronic music across the UK.

In this episode, Josh joins Jack and Zac for a candid conversation about building Cano Water from an idea people initially dismissed into one of the UK’s fastest-growing drinks brands, the reality of bootstrapping a physical product business, and how his own personal struggles growing up shaped the way he leads and builds today.

What you’ll learn in this episode:

Chapters

00:00:00 Welcome to the Show: Meet Josh White, Founder of Cano Water

00:01:39 The Troubled Kid: ADHD, Addiction, and Rehab at 15

00:12:15 Finding Purpose Through Music: The Events Company Journey

00:17:40 Rock Bottom to Reborn: The Turning Point at 21

00:19:43 The Thailand Trip: How Cano Water Was Born

00:37:48 The ADHD Superpower: From Problem to Solution in Seconds

00:33:49 Wrapping Cans in Mum's Kitchen: The Scrappy Early Days

00:35:36 The Selfridges Miracle: Perfect Timing and Saying Yes with Nothing