From Fox News · Sadie Chafe · · 1m 30s
$60 sourdough loaf sparks online outrage
A New York City bakery's premium Austrian rye bread divides the internet over price and craft.
In brief
A New York City bakery's premium Austrian rye bread divides the internet over price and craft. Premium ingredients, handmade production, and New York operating costs drive the $60 price tag, though customers can buy by the slice or half loaf. Originally reported by Fox News.
Austrian bakery opens in NYC
Rye, the first US location of Austrian bakery Martin Auer, opened on Lafayette Street in New York City with a focus on one thing: bread.
The $60 rye sourdough loaf
Each 3.3-pound loaf of 100% rye sourdough sells for $60. Customers can also buy half loaves for $30, quarter loaves for $15, or individual slices.
Family recipe spans 50 years
The bakery uses a sourdough culture that has been in co-owner Tim Auer's family for more than 50 years, brought from Austria to New York.
Labor-intensive production process
Preparing the sourdough takes about a day. After mixing, resting, and shaping, the dough ferments again before spending 70 minutes in the oven, then rests for at least 8 hours before slicing.
Premium ingredients justify the price
The $60 price reflects organic Austrian rye flour imported from Austria, handmade production on Lafayette Street, and New York's high operating costs.
“It's obviously all handmade here on Lafayette Street in one of the most expensive cities in the world, using only the best ingredients.”
Social media divided over cost
The price sparked criticism online, with some saying they would never pay that much and others arguing bread should be humble, not a luxury item.
“I simply would never pay that much for a loaf.”
The key point
Premium ingredients, handmade production, and New York operating costs drive the $60 price tag, though customers can buy by the slice or half loaf.
