Matthew Jones is the founder of Bread Ahead, the independent bakery, baking school and education business he established at Borough Market in 2013. From starting his career in professional kitchens at just 15, Matthew has spent more than three decades building his knowledge of food, baking and hospitality, working alongside some of the UK’s most respected chefs, including Shaun Hill, Simon Hopkinson and John Torode.
Making baking accessible
Matthew’s approach has always been about more than simply producing great bread and pastry. From the outset, he wanted to share his knowledge and make professional baking techniques accessible to everyone. Alongside the original bakery, he created the Bread Ahead Baking School, which has grown into a major education business offering more than 40 in-person workshops across its London locations, alongside online courses and programmes for children and aspiring professional bakers.
That commitment to education became particularly powerful during lockdown, when Matthew began running free daily sourdough tutorials online. The sessions attracted thousands of people, helping a new generation of home bakers discover sourdough at a time when baking became a vital source of creativity, connection and comfort. Bread Ahead’s online community grew rapidly as a result, with Matthew becoming a familiar and trusted face across social media, television, radio and food podcasts.
Under Matthew’s leadership, Bread Ahead has grown from a small Borough Market operation into an internationally recognised British bakery brand, while retaining its independent, founder-led identity. Its distinctive products, particularly its famous crème brûlée doughnut, have become a significant part of London’s food culture, while the business has expanded into international markets across the Middle East and Asia, with further global growth underway.
Inspiring the next generation
Matthew has also invested in developing the next generation of bakers through Bread Ahead’s six-month Baking Academy, combining practical training, theory and professional experience. Most recently, his focus has extended beyond the commercial business through Future Bakers, a long-term initiative launched on World Baking Day 2026 with the ambition of providing free baking experiences to one million schoolchildren over ten years.
What makes Matthew particularly deserving of recognition as an Industry Champion is the breadth of his contribution. He has built a successful international business, helped make baking education more accessible, supported aspiring professional bakers and brought British baking to new audiences around the world. Throughout that growth, his focus has remained firmly rooted in the craft itself: making, teaching and inspiring people to bake.
