Sourdough, Struggles, and Second Chances | Matthew Jones Journey to Bread Ahead
- Jay Greenwood
- Aug 8
- 2 min read
Matthew Jones is the founder of the world-famous Bread Ahead. Matthew Jones's journey from sleeping in Hyde Park to building a global bakery empire reveals the transformative power of craft, resilience, and sobriety. Born in 1969 and raised in Sevenoaks during Britain's culinary dark ages, Matthew found his calling in the kitchen's warmth and creativity, leaving school at 15 to pursue a chef's life with unwavering determination.
His formative years under Sir Terence Conran's wing taught him about visionary restaurant concepts, though he admits he didn't fully appreciate these lessons until decades later. What set Matthew apart was his natural curiosity about the business side of restaurants, constantly questioning covers, costs, and operations while his peers focused solely on cooking.
The turning point came in 1999 when Matthew recognised the beauty in baking - the simplicity of one shift, the satisfaction of creating something essential, and the attractive business model. He built Flower Power City Bakery from nothing to dozens of staff, only to lose it all through an ill-fated partnership. This professional collapse coincided with his personal rock bottom after years of alcohol abuse. As Matthew candidly shares, "I was broken, but the one pillar I had left was this baking skill."
Sobriety became his superpower. With newfound clarity, Matthew rebuilt his life through Bread Ahead, starting with just a market stall at Borough Market. His approach was deliberately focused - exceptional sourdough bread, outstanding doughnuts, quality pastries, and revolutionary baking education that addressed a hunger for knowledge he'd observed among market customers.
Today, Bread Ahead operates locations across London and the Middle East, with expansions planned in the Philippines and New York. But perhaps the most profound transformation has been Matthew himself – from the chaos of his thirties to thoughtful leadership and an appreciation for helping others succeed. His advice for entrepreneurs centers on authentic passion: "You've got to believe 100% in what you represent... you've got to be in love with it."
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