Bread Ahead founder Matthew Jones has claimed his bakery is being forced out of Borough Market because it has become 'too successful'. Jones, who started the business with a market stall in 2013, said the market will not review his lease due to the company's international growth.
Lease non-renewal announcement
In an emotional statement, Jones said: "Bread Ahead has become too successful, and that our international growth means Borough Market will not review our lease." He added that he does not 'want a war' with Borough Market, but simply wants to continue trading there.
Jones began with just three products, but now operates a bakery and teaches aspiring bakers. He said: "I want them to listen. I want them to remember the little bakery that started with a market stall and recognise what it has become."
Emotional appeal to stay
Calling Borough Market 'home', Jones said: "It is where Bread Ahead began, and we want to stay. So we will defend our position in every way we can to protect our staff, our business and the community we have built."
The bakery has expanded beyond its original stall, now selling a variety of baked goods and offering baking classes.
Borough Market responds
A Borough Market spokesperson said: "Our relationships with traders are really important to us, whether they're actively trading or as part of our alumni of success stories. No matter how long businesses are with us for, we value their contribution to making Borough Market what it is."
The spokesperson added: "As a responsible landlord, our decisions around lease renewals are made through a formal process and communicated to the trader well in advance of the expiry date. We continue to be in contact with the Bread Ahead team about their future at the market, but as discussions relating to individual tenancies are confidential it would not be appropriate to comment on the specific details of this case."
They concluded: "Our approach is to apply these processes fairly and consistently, while ensuring Borough Market continues to evolve and thrive as one of London's leading food destinations where independent businesses can thrive."
Jones has not indicated any specific next steps, but his statement suggests he will challenge the decision through available means to protect his staff and business.
