Baker ordered to leave Borough Market for being 'too successful' wants public apology: 'Say it was a mistake'

The owner of a popular bakery that is being kicked out of Borough Market for being “too successful” wants an apology from the market and for them to declare “it was a mistake”

Bread Ahead, which serves doughnuts, sourdough, pastries, coffee and more, has operated in the popular south London market since 2013.

Owner Matthew Jones said he started the business solely off an “idea I believed in, a love of baking and a determination to make it work”, and in the 13 years since, the company has gone international, opened various stores and hired 83 people.

Matthew Jones first opened the stall in 2013

Bread Ahead

“It’s tall poppy syndrome,” he told The Standard, claiming that the lease was not renewed as the business had gotten too successful thanks to its international growth.

“ I thought that being successful was kind of the whole purpose of opening a business.”

Jones explained that six months ago, he was told that a lease renewal was approaching.

Market trustees allegedly told him that the process involved looking at food policies, wastage, sustainability, employment contracts and minimum London wage requirements.

The bakery, which has since gone International, was first opened in 2013

bread Ahead

“We meet all of those obligations,” he said, adding that he takes his business “very seriously so we’re all over that”.

Therefore Jones was shocked when he was told that his lease would not be renewed and that they would have to be out in October.

“ We've done everything we can to fulfil the criteria of that, and you pull this complete wild card on us,” he vented.

Jones said that he wishes the market would have informed them that franchising internationally could have been an issue, then they could have potentially operated differently or opened under a different name.

“It feels like just a really weak excuse to try and get somebody out,” he said.

Bread Ahead serves doughnuts, sourdough, pastries, coffee and more

Bread Ahead

Jones said that Bread Ahead sent Borough Market a letter through their solicitor last week, though they have allegedly not replied.

“ To put somebody under that stress is awful. It's inhumane.”

He said that his main concern is his 83 members of staff, many of whom have worked at Bread Ahead for over a decade.

“How does that feel for me in the middle of the night when I'm thinking I've got to pay my 83 staff, come what may? Have I got to make everybody redundant?”

Jones said he wants an apology from the market and for them to declare that this has all been a mistake. ”They should stand up publicly and say ‘You know what? We didn't think this through.’

However, he admits the trust has already been broken, explaining that even if the decision was reversed, he believes that the market shows no loyalties to its vendors.

Asked what he will do if their fight to challenge the decision fails, he said they will simply have to find a new home - though with a likely moving fee of close to £1million.

“ You're looking at plant machinery. I mean, to physically move from one place to another, you'd be looking at by the time you've got lease, you've got design, you've got lease deposits, you've got solicitor's fees…

“ It doesn't stop. And for what? It is so much upheaval for no apparent reason.”

In a statement to The Telegraph, a spokesman for Borough Market 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.

People visit Borough Market in London on May 10, 2024

AFP/Getty

“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.

“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.”