NYC-based bakery Rye is defending the cost of a loaf of bread after being called out on social media for their $60 sourdough, just weeks after opening the doors to the business.

Owner Martin Auer has gone viral after claiming the price of the loaf is justified.

Co-owner Tim Auer noted New Yorkers were still lining up to buy the loaf, which was also being sold for $30 for a half loaf or $15 for a quarter loaf.

“First of all, it’s a lot of bread. It’s about 3.3 pounds,” he told People, adding the price tag reflected a number of factors from the loaf’s large size to the establishment’s pricey location in Soho and the cost of importing organic rye flour from Austria.

Then, there is the work involved to produce the sourdough.

“You need to ferment the rye sourdough. You need to feed it everyday. That takes about 24 hours before you can use it again. Then you need to make the dough, ferment the dough of the bread, shave the bread, ferment the dough again, bake it and then you have to let it rest,” he said.

Tim further explained that even after baking each loaf had to rest for 12 hours before it could be cut or sold.

“It’s all about the craft and our appreciation for craftsmanship, and for doing something that is inherently simple exceptionally well,” Tim said.

“That’s why we built the space the way we did with this open bakery where you can actually watch the baker do this, and bake rye and shape the bread every day.”

Tim said Rye bakery was aiming to preserve a baking legacy that goes back generations.

“It means a lot to be here in New York and to get to bring New York this traditional Austrian product,” he said.

“My grandfather started specialising in sourdough rye bread over 50 years ago, so obviously that means a lot as well.”