Seeing his stepfather struggling to make a living after a jail term inspired Cambridge graduate Matt Fountain to set up a social enterprise to help prisoners learn baking skills and support themselves in the outside world. Freedom Bakery, which employs many ex-cons, now provides bread rolls to the fanciest restaurants in Glasgow. It is Matt’s conviction that the quality of the bread should make a lasting impression on the person eating it, “so they would understand where it came from and maybe think more positively about who made that bread.” The bakery has actually seen its sales increase by 12 percent during the pandemic and will be moving to bigger premises. Running the enterprise and helping the prisoners has provided Matt with the kind of purpose that no education was able to give him.

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