Penzeys Spices, a Wisconsin institution renowned for its spices and blends, has made a bold political statement just as the 2024 Republican National Convention kicks off in Milwaukee. 

Penzeys Spices put up a billboard reminding attendees to remember January 6th, which alludes to the protesters who peacefully entered the capital after the 2020 election. Positioned prominently along the route from the Milwaukee airport to downtown, the billboard is one of the first sights greeting GOP attendees.

Known for its outspoken left-leaning stance, Penzeys Spices frequently uses billboards and other media to express its political views. The company’s website even features a dedicated “About Republicans” tab, which declares, “Going forward we would still be glad to have you as customers, but we’re done pretending the Republican Party’s embrace of cruelty, racism, Covid lies, climate change denial, and threats to democracy are anything other than the risks they legitimately are. If you need us to pretend you are not creating the hurt you are creating in order for you to continue to be our customer, I’m sad to say you might be happier elsewhere.”

This bold positioning underscores Penzeys’ clear preference for a specific type of customer. The timing of this statement is significant as Milwaukee welcomes thousands of attendees from across the globe for the convention, where Donald Trump is set to be officially nominated as the 2024 Republican presidential candidate.