Josh White

Cano Water

Josh White is the Co-Founder and CEO of Cano Water, the UK’s leading canned water brand. Since launching in 2015, Cano has sold more than 90 million cans and built a business around one simple idea: water doesn’t need to come in plastic.

Josh has spent his career building brands, pushing creative boundaries and challenging the status quo. With Cano, he took one of the world’s biggest and most established categories and asked a simple question: why are we still selling water in plastic? From there, he helped build a brand designed to disrupt the category, challenge convention and make people look at something as ordinary as water differently.

His experience with ADHD and addiction has shaped the way he approaches business, creativity and leadership. Alongside building Cano, Josh is passionate about helping others who face similar challenges, using his own experiences to support people and show that there is no single path to building a successful career or business.