Uploaded September 2026 | Updated September 2026, 2 hours ago
How much dough would you pay for a loaf of rye bread?
At the recently opened RYE by Martin Auer in SoHo, the loaves cost an eye-popping $60, drawing the attention of New Yorkers and many influencers.
Co-owner Tim Auer said the bread has a rich history starting nearly 60 years ago in Austria with his grandfather, who he said, “kept experimenting and evolving and working on it.”
“We import the flour from Austria—pure rye flour—add water and salt here, naturally and as pure as possible, and the result is a very, very delicious product,” Auer said.
The family has been feeding the same sourdough yeast for 57 years. “It’s a living culture that’s being fed every day,” he said.
Some offices in the SoHo area are even hosting “bread parties,” where colleagues bring their own toppings to put on a pricey loaf. “Like everybody chips in and everybody gets a slice,” one worker said. “Everybody’s got different toppings, and let’s make it a bread party.”
How much dough would you pay for a loaf of rye bread?
At the recently opened RYE by Martin Auer in SoHo, the loaves cost an eye-popping $60, drawing the attention of New Yorkers and many influencers.
Co-owner Tim Auer said the bread has a rich history starting nearly 60 years ago in Austria with his grandfather, who he said, “kept experimenting and evolving and working on it.”
“We import the flour from Austria—pure rye flour—add water and salt here, naturally and as pure as possible, and the result is a very, very delicious product,” Auer said.
The family has been feeding the same sourdough yeast for 57 years. “It’s a living culture that’s being fed every day,” he said.
Some offices in the SoHo area are even hosting “bread parties,” where colleagues bring their own toppings to put on a pricey loaf. “Like everybody chips in and everybody gets a slice,” one worker said. “Everybody’s got different toppings, and let’s make it a bread party.”
