Sometimes the most the powerful challenger brand stories are also stories of struggle, survival, overcoming personal battles and inspiring strength and resilience.
In this episode of Brand Growth Heroes, Fiona sits down with Josh White, co-founder of Cano Water, a brand that’s not only challenging the status quo of the bottled water industry but also reshaping it entirely.

It all started with a question: Why are there so many plastic bottles in the sea AND why are we still drinking water from plastic bottles when cans are infinitely recyclable?

What followed was a radical mission to reduce plastic waste. In the process, Cano Water helped create an entirely new sustainable category, which is now worth over a billion dollars.

But behind the brand is a much deeper story.

In this raw and intimate conversation, Josh opens up to Fiona Fitz about growing up with ADHD, his battle with addiction from a young age, and how his personal struggles became the driving force behind his purpose. He shares what it’s really like building a fast-growing challenger brand when the industry doesn’t want you to win, the loneliness of leadership, and the resilience it takes to prove people wrong.

We explore how CanO Water came to define a new category in sustainability and what it takes to create real change in an industry that often resists disruption. Josh opens up about the early days—what it felt like to be laughed at by retailers and ignored by investors—and the moment it all changed thanks to an unexpected catalyst.

We dive into how ADHD has shaped Josh’s journey as a founder, both as a challenge and as a superpower, and the emotional toll of leading a mission-led business when the pressure never lets up. And as a new Dad, Josh speaks candidly about fatherhood, the guilt that comes with trying to balance family and work, and the legacy he wants to build, not just as an entrepreneur, but as a parent.

This is a conversation that will stick with you.

Useful Links:

Cano Water website

Connect with Josh on LinkedIn

Instagram & Facebook & TikTok

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Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm

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If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.

But don’t forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.

And that starts with the right legal partner.

So we're thrilled to introduce Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.

With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.

Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we’re delighted to have you on board.

If you'd like to get in touch to find out more, why don't you drop them a line at [email protected]!

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A tiny favour: If this episode inspires you to think about new ways to drive business growth, please could you click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review?

This small gesture from you means the world to us, and allows us to share these nuggets of insight and value with you more often.

You won’t want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth.

Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!

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Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.