RYE by Martin Auer

It’s the headline that split Austria: a 60-dollar loaf of bread conquering New York City. Across major Austrian and international newspapers fierce debates were being sparked on whether craftsmanship has gone too far, or finally found its true value. When RYE by Martin Auer took its baking philosophy to New York City, it set off a cultural conversation that completely divided opinions. While junior chef Tim lives on the ground in NYC, keeping the daily operations running and the ovens burning, we stepped into the streets of Manhattan to capture the story through social-first video content. Also asking the question: “Is a single loaf truly worth sixty dollars?“ Well, seeing the craft, the time, and the quality up close in the city's unforgiving food scene, our verdict was undisputed: yes, every single cent.