Jones, who founded Bread Ahead at in the South London market in 2013, has launched an appeal urging customers and supporters to share his message and tag Borough Market using #SaveBreadAhead.
The dispute centres on Bread Ahead’s future at the market, which Jones describes as the “home” of the business and the place where it began more than a decade ago.
In a personal statement, Jones says he had been told Bread Ahead had become “too successful” for Borough Market and that its international expansion meant the market would not review its lease.
“I honestly never imagined that being successful could put our home at risk,” Jones says.
Bread Ahead began with a small stall and three products, according to Jones. The business subsequently expanded into a bakery and baking school, employing staff and teaching tens of thousands of people to bake, before growing beyond London into an international business.
Jones stressed that the company remains founder-led and argued that its growth should not disqualify it from remaining at the market.
“Our growth hasn’t changed who we are,” he says. “We haven’t been bought by a multinational. We haven’t become a faceless chain.”
The founder also sought to emphasise Bread Ahead’s longstanding relationship with Borough Market, saying the business had supported the market’s community and traditions. He pointed to its participation in recent Lammas Day celebrations at Southwark Cathedral as an example of its continued connection to the local community.
The situation has left Jones facing uncertainty over the future of the business and its staff. He said he did not want a confrontation with Borough Market but wanted the organisation to listen and recognise the history between the market and the bakery.
“Running a business is challenging enough in the current climate without being left not knowing what the future holds for your team, your business and the place you call home,” Jones says.
He adds: “I don’t want a war with Borough Market. I want them to listen.”
Jones is now attempting to build public support for Bread Ahead’s continued presence at Borough Market, asking supporters to share his statement through social media, newsletters and other channels.
The appeal comes as Bread Ahead marks more than 13 years since its first stall at Borough Market.
“I have spent 40 years building my business. I have worked incredibly hard, taken risks and put everything into creating something I am proud of,” he says.
The statement concludes with Jones saying he intends to “defend our position in every way” to protect Bread Ahead’s staff, business and community.
The campaign is being promoted under #SaveBreadAhead, with supporters encouraged to tag @boroughmarket.
In response to the claims, Borough Market said it valued its relationships with traders and their contribution to the market, but declined to comment on the specific details of Bread Ahead’s tenancy, citing confidentiality.
The market said lease renewals are handled through a “formal process” and communicated to traders well in advance of their expiry dates. It added that it remains in contact with the Bread Ahead team about its future at the market.
Borough Market also said its approach is to apply these processes “fairly and consistently”, while allowing the market to “evolve and thrive” as a food destination where independent businesses can continue to operate.