That New York is one of the most expensive cities in the world is nothing new. What is striking is that luxury is reaching unimaginable limits. Would you be willing to pay more $60 for a loaf of bread? In the city of skyscrapers, yes.
The new bakery ‘Rye’, located on Lafayette Street, bakes only one product: an organic rye loaf weighing around 1.5 kilograms, made with natural sourdough and no yeast. What for the rest of us mortals may be an affordable bread, for them it is a luxury to be able to enjoy and savor one of their creations.
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The founder of this bakery, originally from Austria, Marin Auer explained his motivation in a statement to the DPA agency: they are eager to share their enthusiasm for natural sourdough bread with New Yorkers. According to him, the advantages of this bread are its intense flavor, its long-lasting freshness, and its easy digestibility.
Another reason the family gives to justify the price of this rye bread is that it is an old recipe: Auer’s father learned the method from a farmer in an alpine pasture and later brought it back to Graz. In addition, it is baked every day in an original oven brought exclusively from Germany
Are these motivations enough to justify the price of this bread?
According to what he told the German news agency Deutsche Presse-Agentur: “This is one of the most expensive cities in the world, and one of the most expensive streets in this very expensive city. People should see how much an apartment costs here.” In addition, all the ingredients for the bread have to be imported.
However, a normal traditionally baked sourdough loaf in New York can cost between $10 and $20 dollars.
NYC bakers see the price of this $60 loaf as “outrageous”
EuroNews asked bakery experts and consumers in New York City what they thought of this price. The criticism was quick to follow. One of the bakers interviewed commented that the price was “completely detached from reality”. Some customers have considered it “outrageous” and “exorbitant”.