Back2Business Podcast

CanO Water, Co-founder, Josh White - 'Water Taste’s Better Out of a Can'

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In this episode, Kurt & Di speak to a former DJ who co-founded an eco-business after witnessing the devastating effect plastic waste was having on the beaches of Thailand: One of Forbes 30 under 30, Co-Founder of CanO Water, Josh White.

They talk about Josh’s journey to creation of water in a can, the wider conversation around plastic pollution and why any eco-business must be realistic; understanding that the nature of convenience and the mindset of the average person affects their ability to be eco-friendly.

KEY TAKEAWAYS 

  • Josh was previously a DJ but it was when he was travelling in Thailand with his two friends and saw the amount of plastic waste on almost every beach they went to that was the catalyst for change for him. Big brands the and his friends grew up loving were polluting these beaches. They wanted to know how and why this was happening and set out to change things. So, the three of them put water in a can!
  • When they first came home from Thailand, they went back to their ‘normal lives’ but they couldn’t forget about what they had seen, they felt like they had to do something.
  • Josh and his co-founders understood that tap water is best but recognised that it couldn’t be the only solution. There are always instances when we need water and a tap isn’t available. They researched using cans as this was the best on-the-go alternative to plastic. The infrastructure was already there and they are infinitely recyclable. They recognised the reality of the world and that convenience will always be a part of that.
  • Josh has always cared about the environment but didn’t think it was something he would go into in a big way. It was the sheer shock of what he saw in Thailand that changed his mind set and put pollution firmly on his radar. He was part of the problem before and now he is trying to be part of the solution.
  • Josh’s entrepreneurial spirit and work ethic came from his Dad’s values and ethos. It was instilled in him at a young age and is something that pushes him forwards in all aspects of his life now.
  • Being named one of Forbes Under 30 was an incredible moment for Josh, he never thought he would receive this. It gave the business an opportunity to be taken more seriously, especially as in the beginning it was looked at as a ‘fad’ rather than innovation.
  • In the early days, Josh was told he would never get CanO Water into Tesco. They were wrong and this is one of Josh’s proudest achievements, having his local shop selling his creation.
  • Launching a product in the food and drink industry is extremely challenging. Josh’s advice for anyone wanting to do this is to not give up, lots of people will tell you to quit but don’t listen. If you believe in yourself and in your brand, you just have to keep going.

    •  BEST MOMENTS 

    “We’re very curious boys who wanted to make a difference”
    “The three of us became obsessed with trying to solve the problem of pollution”
    “Tap water can’t be the only option”
    “What is the best on the go alternative that can compete against plastic?”
    “That obsession of wanting to be the best has always propelled me”
    “A lot of people don’t want to be the first but Forbes under 30 showed a lot of people that CanO Water is here to stay”

    ABOUT THE GUEST 
    Josh White
    Co-founder of CanO Water, the eco-friendly alternative to plastic bottled water.

    https://uk.linkedin.com/in/josh-white-78b56b9a
    https://canowater.com

    ABOUT THE HOST

    Kurt Wilson - Entrepreneur, Internet Veteran and Property Investor with multiple 7 figure businesses and property investments in the UK, GI, LT, BY and GR. CEO and founder of Advansys (www.advansys.com) a global eCommerce, web development and online marketing agency headquartered in the UK.

    Di Forster - Entrepreneur, Property Investor and Mum with exceptional grit. Expert in all areas of Online Sales and Marketing (SEO, PPC and Conversion). Quit corporate life and now enjoys working with and helping others grow and scale their businesses.

    CONTACT INFO

    INSTAGRAM.COM/KURTWILSON.UK   

    INSTAGRAM.COM/DIFORSTER.UK    

    WWW.ADVANSYS.COM 

    [email protected] 

    [email protected] 

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    Back2Business PodcastBy Kurt Wilson & Di Forster