CanO Water has revolutionised the drinks market in Europe. In this conversation, I sit down with co-founder, Josh White, who pursued the venture after a trip to south east asia where he saw first-hand the effects of plastic pollution. In pursuing this new business at the age of just 22, Josh highlights his appetite for risk and the role his ADHD and creative mindset played in forming the brand.Today, CanO Water retails in some of the largest stores in the UK, including Waitrose, Tesco and Sainsbury’s. Josh discusses his breakthrough moment 3 years into running the business and how Sir David Attenborough changed everything with Blue Planet and plastic pollution report.Josh and I talk about everything form greenwashing, positive impact, making a difference, how to market and being transparent.

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