In 2013, amidst the vibrant stalls of London’s Borough Market, Matthew Jones laid the foundation for what would become Bread Ahead, a bakery synonymous with artisanal craftsmanship and community-driven education. A veteran of the restaurant industry with over 15 years of experience, Jones had already established his expertise in pastry and breadmaking. His vision for Bread Ahead was simple yet ambitious: to create a bakery that was more than a shop, blending quality products with hands-on education.
A heritage of craftsmanship
Jones grew up in an industrious household where food was made from scratch. “We grew vegetables at home. We made bread, pastries, cakes, everything with our hands. It was normal to me,” he shared. By the age of 15, he had left school, knowing exactly what he wanted to do. “I loved food. I loved being busy. As soon as I found the restaurant industry, I loved it. That culture of working in a kitchen was amazing,” Jones recalled.
This passion drove him through years of culinary training and entrepreneurship, culminating in the creation of Bread Ahead. He wanted to marry his love for baking with education, and that’s exactly what he did.
The birth of the bakery school
Bread Ahead’s journey began humbly, with Jones testing the waters of public interest by setting up workshops in Borough Market. “We started with one small table and just a couple of friends. Then we thought, let’s see what happens. We created a bakery workshop and got some great press,” he explained. The workshops quickly gained traction, growing from 60 students a week to over 500.
Today, Bread Ahead’s London school runs corporate events for global companies like Google, Spotify, and Soho House, as well as short courses for children, teaching life skills through baking. “We make bread and soup with kids. They love it,” Jones said, emphasising the importance of fostering a connection with food from an early age.
Innovating tradition
One of Bread Ahead’s standout creations is the viral crème brûlée doughnut. This innovative twist on a classic dessert was born out of Jones’s creativity. “One day, we thought, let’s pipe some vanilla custard into a doughnut, burn the top, and see what happens,” he shared. The result? Tens of millions of views on Instagram and a product that continues to captivate audiences more than a year later. “It’s unbelievable. It just keeps going.”
Global growth with a local touch
Bread Ahead is now a global name, with expansions into Dubai, Riyadh, Jeddah, and soon Philippines. “We’re opening a big school in Manila this year,” Jones revealed. He attributes the success to the brand’s focus on experiential learning, which he believes is the future. “People love immersive experiences, whether it’s making sushi, jewellery, or bread. It’s satisfying to see people create something with their hands and take it home to share.”
Despite this growth, Jones is committed to maintaining the authenticity of his craft. “Our mission is to bring people back to Mother Nature, around the table together, making and sharing bread,” he said.
A thoughtful approach to technology
While Jones appreciates technological advancements, he remains cautious about over-reliance on AI in baking. “Baking keeps us grounded. It gives us a purpose in life,” he explained. “The danger with AI is that we’re looking for synthetic solutions to human problems, and that’s not going to work. Decision-making is a human condition. We need to make our own decisions.”
The future of Bread Ahead
Looking ahead, Jones has ambitious plans for Bread Ahead. Beyond opening more schools and bakeries, he’s focused on expanding educational programmes. “We’ve opened an academy in London with six-month training programmes to create bakers. Some join us, others go on to open their own businesses. It’s about spreading the love for baking,” he said. Bread Ahead’s journey from a market stall to an international brand is a testament to Jones’s dedication to craft, education, and community. As he puts it, “It’s not just about business; it’s about bringing people together. That’s the power of bread.”
