Real rye bread in New York – many people dream of it. And now, that perennial wish is finally becoming reality with the help of a traditional Graz-based bakery.
The traditional Austrian baker Martin Auer is heading to New York in 2025 with an ambitious project: a show bakery that will only offer a single product, organic sourdough bread made from 100% rye flour and completely without yeast. Known as Landbrot in Austria, it will make its US debut under the name RYE.
"We are very much looking forward to sharing our enthusiasm for natural sourdough bread with New Yorkers," says Martin Auer, managing director and namesake of the Graz bakery. "For many, it will be a completely new sensation for bread to taste like this and enrich their diet." The vision is clear: to win the hearts of New Yorkers with rye, water and time – and perhaps also increase global appreciation for traditionally-made bread a little.
RYE bread is based on a decades-old recipe that Auer's father once learned from a farmer's wife. Its long kneading process and all-natural sourdough gives it intense flavor, excellent digestibility and long-lasting freshness. This traditional production method is a rarity even in Austria – in New York, it's set to fill a huge gap in the market.
Martin Auer's expansion to New York is more than just a business move. It's about promoting and celebrating bread as a cultural asset internationally. "A yeast-free, pure rye loaf made from natural sourdough deserves a stage – and we are building that stage in New York," Auer explains.
A show bakery with a fully visible workshop is planned, placing the focus firmly on craftsmanship. Visitors can follow the baking process step by step. The company's aim is not only to offer a unique taste experience, but also to promote appreciation for traditional baking.
Martin Auer is no ordinary baker. Born in Graz in 1971, the entrepreneur studied business administration, passed his master baker's examination and founded several companies before taking over the family bakery from his father in 2011. Despite his flour allergy – especially to rye – he is passionate about perfecting his product.
The Martin Auer company has been around for much longer, however. It was founded in 1936 and operates 43 branches today, mainly in Graz and the surrounding area. In 2021, they opened the Atelier Martin Auer, a modern company headquarters that not only bakes bread, but also boasts a coffee roastery and its own grain mills.
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