Daily Mail, on UK Politics, 26 October 2026

7.3out of 10Serious

'What has happened to our country?' says he's tired of 'doom and gloom' under Labour and it's easier to run a business abroad

Tap a highlight to see why it matters.4 findings

The owner of a family bakery that from Borough Market for 'being too successful' has . Bread Ahead founder Matthew Jones claimed his bakery had been told to leave the food market because his firm was expanding so rapidly. But market bosses and Mr Jones have now agreed to extend the bakery's lease up until 2028. Mr Jones lamented the process to keep his stall where it is and the pressures put on him running a business in Labour's 'doom and gloom' Britain – despite the bakery's popularity.

He said he had found it easier to open and run his bakery abroad, with new ventures in New York and Malaysia . Former chancellor Rachel Reeves increased the employer National Insurance contribution rate from 13.8 per cent to 15 per cent and reduced the secondary threshold to £5,000. sparked fury among hospitality firms because it dragged many part-time and lower-paid staff into tax for the first time.

Bread Ahead founder Matthew Jones (pictured) has insisted he would still leave Borough Market because he no longer feels welcome there Mr Jones said: 'What's happened to our country? Why are we doing this? Why are we penalising businesses? 'Why can't we just have a break and just leave people alone? Just let them run their businesses, employ their staff, pay their taxes, do what they need to do. Because that's what we're doing.' The bakery has served doughnuts, sourdough, pastries and coffee to its customers in Borough Market since 2013.

Last month, after entering a renewal process for its lease, the bakery was told that it had been 'too successful' and was told to leave, according to Mr Jones. He alleged that Borough Market told him opening new chains abroad went against its policy. Representatives of the market also told him that they do not have the space to house such a popular stall – because it attracts so many customers. Bread Ahead is preparing to open a bakery in New York in November, which will be its first location in the US.

The company also has a number of sites across Asia and the Middle East – including in Bangkok, Dubai and Saudi Arabia. He told the Daily Mail: 'The whole process was infuriating. It is really frustrating and we just want to get on with running the business. 'We still get the sense that we are not really going to be welcome [at Borough Market] in the long run. 'We've got an 18-month extension now, but even so, why 18 months? At the end of the day we probably will leave in 18 months.

We're not entirely sure yet but the reality is in that time there will probably be new management in place who will have a different set of ideas.' The market clarified to the Mail that the lease was always set to end in March 2028, but that no agreement had been reached beyond this. The bakery has become an online sensation thanks to visitors' glowing reviews of their products Mr Jones said: 'It's so much easier opening up and running a business abroad.

The speed of things, there's just no blockages in the way and everyone wants you to do it. It's just not like that in Britain anymore.' Mr Jones founded Bread Ahead in 2013 after leaving school at 15 and going on to work as a chef. He said the business environment when he was growing up was much more conducive to budding entrepreneurs. 'We had a wonderful run here but now it just feels like banging my head against a brick wall,' he added.

The company has become an online sensation thanks to visitors' glowing reviews of its baked goods. But the bakery owner told the Mail that it could cost up to £1,000,000 to move the shop out of Borough Market and into another London location. He previously said that it could put the jobs of its 83 employees at risk. He told the Mail today: 'We're not a big business. We're not Greggs. We're not Gail's. You know, we're not SpaceX. We're a family business and we started with nothing. 'Ultimately we'll just have to find another location locally and move into it because we want to be there for our customers.

We don't want to disappoint people, and it's great trade. We've built up a local reputation. 'It is such a bizarre scenario.' Bread Ahead is set to open a bakery in New York in November, which will be its first location in the US Shane Holland, Chair of the Borough Market Trust, said: 'Our position on Bread Ahead’s lease expiry is unchanged, and it is important to clarify that the extension agreed does not secure a long-term future for the business at the Market. 'This extension was first discussed in July and has remained on the table throughout our recent negotiations.

We're pleased that Bread Ahead has now accepted, providing additional time to plan for the end of its current tenancy. No agreement has been reached for the period beyond March 2028. 'As with all traders approaching the end of their lease, we will continue to work constructively with Bread Ahead throughout the remainder of its lease.' Hospitality owners have been beset with challenges in recent years with rising bills as well as the impact of Labour's previous policies, including tax hikes and sharp increases in the minimum wage.

And the situation could get worse with the Budget on October 28 amid speculation Chancellor John Healey could hike taxes even more. Allen Simpson, the chief executive of UK Hospitality, said the change to NICs was ‘the single biggest contribution to job losses we have seen in hospitality over the last two years’.

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What we found (4)

The Daily Mail tells a lease dispute between a bakery and the Borough Market Trust as a story about Labour penalising business. Its headline states as fact that the baker was "BANNED" and calls him Britain's most successful baker, though the body reports the ban only as his claim, gives the market's account of a lease expiry, and quotes him saying his firm is not a big business. In its own voice it also calls tax policy "punitive" and states an unsourced causal claim about youth hiring as fact.

  1. Headline goes beyond the article

    Serious

    “Britain's most successful baker who was BANNED from Borough Market”

    Why this matters
    The headline states in the outlet's own voice, in capitals, that the baker "was BANNED". It also calls him "Britain's most successful baker".
    The impression it gives
    A reader believes the market issued a ban as an established fact, and that this is the country's leading baker.
    The context
    The body reports the ban only as Mr Jones's account. The market says the lease was always due to end in March 2028, and an extension was agreed. Nothing in the article supports the superlative, and Mr Jones himself says his firm is not a big business.

    How we know

    • Elsewhere in the article“claimed his bakery had been told to leave”
    • Elsewhere in the article“the lease was always set to end in March 2028”
    • Elsewhere in the article“We're not a big business.”

    Show it in the article

    Written straight

    Bread Ahead founder says Borough Market told him to leave for being 'too successful'; the market says his lease runs to March 2028 with no agreement beyond it.

  2. States one side's claim as fact

    Serious

    “The higher costs are holding back hiring of young people, with 20pc fewer 16 to 20-year-olds now employed by the business than in 2023.”

    Why this matters
    The outlet states as its own fact that higher costs are causing a fall in youth hiring. It gives a 20 per cent figure with no source and an unclear base ("by the business").
    The impression it gives
    A reader believes it is established that Labour's costs have cut young people's jobs by a fifth.
    The context
    The article names no source for the figure or for the causal link. The only person making such a claim is a hospitality industry lobby chief, quoted in the next sentence.

    How we know

    • Elsewhere in the article“the single biggest contribution to job losses”

    Show it in the article

  3. Tells the event as something else

    Minor

    “criticised the way businesses are being penalised in Labour's Britain”

    Why this matters
    The opening sentence ties the market's lease decision to the government, with "penalised in Labour's Britain" in the outlet's own voice.
    The impression it gives
    A reader believes that government policy caused or is linked to the bakery losing its stall.
    The context
    The article's own facts show that the decision belongs to the Borough Market Trust. Mr Jones says the market gave its own reasons: its policy on chains abroad and a lack of space. No government measure is connected to the lease.

    How we know

    • Elsewhere in the article“He alleged that Borough Market told him opening new chains abroad went against its policy”
    • Elsewhere in the article“they do not have the space to house such a popular stall”
    • Elsewhere in the article“it is important to clarify that the extension agreed does not secure a long-term future”

    Show it in the article

    “British businesses have been hit by successive tax hikes by the Labour government.”

    Why this matters
    Straight after the lease story, this sentence switches in the outlet's voice to Labour tax policy, as if it explains the bakery's plight.
    The impression it gives
    A reader takes the tax rises as part of why the bakery is being pushed out.
    The context
    The article never links National Insurance or any tax change to the lease decision. The market's stated position concerns only the lease expiry.

    How we know

    • Elsewhere in the article“no agreement had been reached beyond this”

    Show it in the article

  4. Uses a loaded word

    Minor

    “faced a ban”

    Why this matters
    In its own voice the outlet calls a lease that is not being renewed "a ban".
    The impression it gives
    A reader believes the bakery was barred as a punishment.
    The context
    The market describes the matter as a lease expiry and has agreed an extension. The ban is Mr Jones's description.

    How we know

    • Elsewhere in the article“according to Mr Jones”

    Show it in the article

    “The punitive policies”

    Why this matters
    The outlet calls the National Insurance changes "punitive" in its own voice.
    The impression it gives
    A reader takes it as settled that the policies were designed to punish.
    The context
    "Punitive" is a verdict. The article's facts describe only a rate change and a threshold change.

    How we know

    • Elsewhere in the article“increased the employer National Insurance contribution rate”

    Show it in the article

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