TOAST organises unique, innovative events that explore food culture. From talks to debates to dinners, we celebrate the ideas, stories and people behind food, looking at the culinary world through a cultural prism.
Our events are fun and informative, but they are fleeting. We therefore looked to create something more permanent, where food could be discussed in an intelligent, creative way. A space for writers, chefs, illustrators and photographers to explore the topics that matter most to them, irrespective of trends. TOAST Magazine is the result.
TOAST Magazine is an annual magazine celebrating food and ideas. Published independently by the founders of TOAST, it focuses on food culture and the stories that surround it, showcasing the best British food writing, photography and illustration. Printed on thick matte paper and thread sewn, it’s a beautifully designed magazine to collect and keep on your bookshelf with timeless themes and an innovative approach to its subject.
The world of food is a big place. It’s not just about the hottest restaurant or recurrent seasonal recipe. It’s about the details, the people, the stories, and the big ideas. And it’s personal too – everyone has their own individual likes, loves, quirks and obsessions.
TOAST Magazine is about opening up the space to talk about food and giving people the freedom to find their own voice (and appetite).
TOAST is a collaboration between journalist Miranda York and fundraiser Sarah Chamberlain. We met on a food writing course and, after bonding over Laurie Colwin and profiteroles, discovered we were both keen to ask questions about why we eat what we eat. From art and anthropology to history and literature, we like to look at how food connects to wider culture, inspiring, challenging and bringing people together.
Miranda York is a writer and editor who has worked for publications including Vogue, Financial Times, Urban Junkies, How To Spend It and Harper's Bazaar. She has brought together a team of experienced industry professionals to create TOAST Magazine, including art director Will Perrens of Atwork (Wallpaper*, Hermès, Mute, Prada), sub-editor James Hadley (GQ Style, Square Meal, The Telegraph) and assistant editor Sophie Dening (Mr & Mrs Smith, Bon Appétit, Condé Nast Traveller, Mr Porter).
What do we all have in common? We all love print – the tactile appeal of paper, the smell of freshly dried ink – and, well, we’re obviously pretty obsessed with food too. We’re creating the food magazine we’ve always wanted to read.
The First Issue
Our approach to the first issue was simple: we spoke to some of our favourite writers (and chefs and artists) and asked them to write about what they love, with a focus on longer, more personal pieces that mainstream food magazines don’t tend to publish. There are no trend pieces, no restaurant reviews and no recipes. Instead we’ve given our writers the freedom and space to share their memories, longings, loves and obsessions. We then approached artists, illustrators and photographers to bring the pages to life with visual essays, illustrations and even a comic strip.
Marina O'Loughlin, Bee Wilson, Jojo Tulloh, Meera Sodha, Natalie Whittle, Sybil Kapoor and chef Jeremy Lee are just a few of the writers featured, writing on subjects as wide-ranging as the British obsession with crisps, First World War care packages (mouldy and all!), and the experience of working in an Indian restaurant. Plus there are interviews with Claire Ptak (Violet Cakes), chef Brad McDonald (The Lockhart) and Sager + Wilde. We’re also excited to be printing an article from the late Michael Bateman, a pioneer of modern food journalism.
Fine art photographer Tim Richmond has explored the British seaside in all its wondrous peculiarity, artist Fernando Laposse has experimented with colourful sugar glass, and there's an emphasis on original illustration throughout the magazine: Joel Penkman, Camille Walala, Louise Sheeran, Paula Castro and John Broadley being just a few of the artists featured.
We don’t want to spoil the sense of discovery you'll have when you flick through the first issue, so we’ll leave a few surprises for publication day.
The Kickstarter Campaign
Our first print run is 3,000 copies, though we’d love to print more if there’s enough demand.
We’re looking to raise £22,000, which would cover most of our printing and shipping costs, as well as pay our talented contributors.
We also hope the Kickstarter campaign will help us build the TOAST community, and along with our events, create a space for people to explore, share and look at food from a fresh perspective.
We hope you’ll join us.
For more information on TOAST, take a look at our website: www.eatdrinktoast.com
Risks and challenges
The magazine industry is a challenging one, but by offering just the first issue rather than subscriptions, we are confident we can deliver.
TOAST Magazine is independent and ad-free, so we are not reliant on advertising revenues to make it happen. We are also optimistic that our experience in the publishing world, our subject matter and the quality of the publication will result in success. We believe there are enough like-minded individuals in the UK and around the world to help this project flourish.Learn about accountability on Kickstarter
- (30 days)