What started out as a holiday became the foundation for a million pound business. Josh White was horrified by the number of plastic bottles covering beaches on a trip abroad and, with his co-founders, began the mission to reduce single use plastic with a fresh and forward-thinking approach. 

Josh describes how they convinced investors that canned water wasn’t too radical, and the turning point with a little help from Sir David Attenborough himself; he also shares the sad impact that founding a company had on his mental health and how it links to their slogan ‘Don’t Bottle It’.

Plus he discusses the exclusive details of their recent rebrand and how integral his personal brand has been to growing the company to new successes.

Follow Josh White, Cano Water and the team behind The Founders.