Between September 29 and October 5, Penzeys Spices spent $92,000 on advertising related to impeachment, according to information from Bully Pulpit Interactive, outspending everyone except for President Trump himself. Penzeys's most prominent impeachment ad was a 1607-word post that accused Republicans of turning their backs on "conservative values" to "embrace the 'textbook' racism of white nationalism" and, while it occasionally circled back to spices and cooking, was more of a State of the Union than an advertisement. Owner Bill Penzey, who wouldn't comment for this article, told the Washington Post's Emily Heil, "I'm running ads to run a business…And so much of that is using your business to radiate your values." The ad has gotten over 55,000 comments, been shared 45,000 times, and helped get the brand plenty of free publicity. Today, Penzeys sent another email to customers: "As of this moment your efforts have brought us to $290,977 in new customer spending!" For food companies, being open about their values—even to the extent of alienating those who don't agree—may just be good business.