Member Spotlight: Stone’s Throw Kitchen

From a bright orange horsebox parked in festival fields to becoming one of the most talked-about names in plant-powered street food, Stone’s Throw has built its reputation one pizza at a time. Founded on the belief that vegan food should never feel like an afterthought, the brand has carved out a niche by pairing artisan techniques with bold, inventive flavours that win over even the most sceptical customers.

In this Q&A, founder George Coleman reflects on the journey from self-funded start-up to sought-after festival favourite, sharing the realities of building an independent food business, the importance of staying true to your identity, and why proper fermentation, great olive oil, and ABBA are all essential ingredients to success.

What sparked the idea to start a plant-powered artisan pizzeria?

The idea came from wanting to prove that plant-powered doesn’t mean flavour compromised. Done correctly it can be every bit as indulgent and inventive as traditional pizza.

Back when I started I struggled to find vegan options at events that weren’t just an afterthought. I saw there was a gap between fast vegan food and truly high-quality artisan pizza, and we wanted to bridge that.

Proper fermentation, quality ingredients, and creative flavour combinations.

How did you choose your first location, and what made it the right fit for your brand?

Our first location was our trusty orange horsebox and any field that would have us! Being unproven & inexperienced with the dreaded PLANT BASED in the description we faced some rejection, but with time we found our people and we continue to work with those same companies years later.

The Horsebox suited our brand because it meant we could get out in front of people and show them our food in environments you wouldn’t expect to see high quality vegan pizza. We’ve always found that once you’ve tried the food, you’re a fan.

What does “artisan” mean to you in practice – ingredients, process, or philosophy?

Honestly it’s all three. Our dough takes time, we consider ingredients intentionally, and we serve what we believe tastes the best. “Artisan” to me means quality over shortcuts and doing everything we can to make food that people genuinely remember.

What were the biggest challenges in your first year and how did you overcome them?

Pitch fees and cashflow were a massive challenge once we started getting offered the larger events. As a completely self funded independent business managing these fees often 6 months before attending the event was difficult. We overcame this by being disciplined with spending and building strong relationships with our customers. We know if we invest in going somewhere our customers will follow.

Your “we made it” moment so far?

This is a really difficult one for me as there are still so many things I want to do with Stones Throw before I’d say ‘We made it’.

There was a moment at a food festival in our first year where a customer came up to tell us how upset they were that they had already eaten, because if they had seen us they wouldn’t have gone anywhere else. They then proceeded to advocate for the food to their three friends in a way I wouldn’t have expected from a customer. To know our food had stuck with them that much was the first time I felt we were on the right path.

How have customers responded to a fully plant-powered offering?

In some ways better than we could’ve imagined. The plant based customers are always so excited to have choice. Obviously we have a fair few of the “why don’t you do real cheese” crowd but some of our most loyal customers now would never even consider being plant based, they just love good food and great flavour, which is what we’re all about. Once people have tried it’s overwhelming positive in a way that always blows me away.

How important has your venue partnership (like Tap & Table) been to your growth?

Massively important. We reached a point where we couldn’t physically do any more with the prep space we had previously so moving into a permanent kitchen has helped us push forward and take on more opportunities while also getting our food in front of a completely new crowd.

What systems or habits have helped you stay efficient during busy service periods?

Preparation and communication. If prep is organised and we communicate effectively then we eliminate a lot of the problems before they come up.

What advice would you give to someone dreaming of launching their own independent food business?

Start before everything feels perfect. If you really believe it’s something you want to do, then go for it. You’ll learn more in one real service than months and months of planning. Also identify who you want to be as early as you can. Trends come and go, but I’ve found people tend to connect with businesses that feel genuine.

Favourite pizza on your menu right now?

Right now it’s gotta be this months special… The SpanakoPIZZA. Inspired by the Greek Pastry, flavoured with locally foraged wild garlic, confit leek & fresh dill. Topped with ‘feta’, filo pastry & butterbeans 🙏 (special mention to The Hawaiian On Holiday, the OG. If I hadn’t eaten so many over the years this would still be my number 1…because pineapple absolutely slaps on a pizza).

One topping that should be banned?

Our philosophy is flavour first, so we’re used to using ingredients people wouldn’t traditionally find on a pizza and we’re yet to find something we can’t make work. Having said that though… I’ve seen a tend of baked beans on pizza and I can 100% confirm they will never make an appearance in my restaurant.

Music in the kitchen: chilled vibes or full chaos?

ABBA all day every day. Can’t panic when ABBA is on.

Go-to comfort film or series after service?

Switching off is not easy after a long shift so any series that can hook you in a district from the to do list is always a good start. Currently it’s Arrested Development.

If you weren’t making pizza, what would you be doing?

If I wasn’t a chef I think I’d still be jumping from job to job. I get bored in a place where I’m not being challenged and cooking & running a business are always both challenging.

Secret ingredient you swear by?

Good olive oil and a big ol’ bucket of nutritional yeast will take you a long way.

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