I don't mean to judge, but the rye bread in your photo looks terrible even on the level of rye breads in general.
Rye doesn't really have gluten in it like wheat does, so it can't be light and soft bread like wheat breads are. BUT! With rye bread you can make really nice bread or terrible satan anus bread. And when you make terrible satan anus bread, you have to tell everyone it's healthy because nobody will eat it otherwise.
The bread you displayed are beautiful indeed. Even without the comparison. But that's what the Dutch supermarkets have in store, so probably that's why it tastes like shit.