Bill Penzey, CEO of Penzeys Spices, says his company has spent $128,000 to boost their Facebook posts on impeachment
Photo: Win McNamee/Getty Images I’m not sure if you’ve heard, maybe you don’t know, I don’t want to presume, but there’s an impeachment inquiry going on. You’re shocked, I understand. “The president? Bad?” you ask. It’s possible. Who can say? That’s what the inquiry is for.
Axios reported that Penzeys spent $92,000 to boost their Facebook posts on impeachment, but over the phone this afternoon, Penzey said it was actually $128,000, which seems like a lot, but is roughly a third of what the company might spend on mailing out its catalogues this month. Penzey founded his namesake company in 1986, and it does most of its business through the mail and a few dozen physical locations.
This move, of openly discussing politics, is conventionally considered bad for business. Taking strong political stances, supposedly, can alienate the fraction of consumers to disagree — nobody wants to feel shamed as they’re buying a jar of lemon-pepper seasoning. Better to do things the old-fashioned way: funding lobbyists and astroturf advocacy groups to push your efforts. Penzey, though, sees things differently.
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