The Heat Is On: Why Penzeys Spices Is This Week’s Inclusion Hero!

This week's inclusion hero is Penzeys Spices, based in Wauwatosa, WI. The company's origin dates back to 1986 as a catalog business that expanded to include brick-and-mortar locations in 1994. Today, Penzeys has a portfolio of over 300 spices, including a line of Justice spices launched in 2019 amidst political turmoil. The company has consistently prioritized its mission to "make the world a better place" despite the threat of decreased revenues from customers choosing to find other alternatives. Penzeys Spices gets the inclusion hero of the week recognition based on its leader's ability to acknowledge political evil and call for change unapologetically. Penzeys Spices is in the retail business but manages to influence the business direction and the world. Let's examine this week's inclusion hero honing in on lessons to take forward and implement in our workplaces.

A Look At The Worrisome United States Climate

The current climate is ripe with a spike in antisemitism fueled by divisive and aspiring political candidates and other influencers embracing the need for continued exclusion. A recent Homeland Security Report draws attention to the issue and calls for more action. In addition, the visibility of goals to change the ecosystem of the political landscape to the Republic Party has caused worry at the highest level.

The Importance of Knowing Where Leadership Stands on Key Issues

Leadership support and buy-in for handling current events have long been challenging for the workplace. Many leaders pull back and tote a neutral line keeping business and politics separate. Remember Basecamp, who told employees to focus on the work? However, only a few companies will risk bottom-line revenue for the greater good. Bill Penzey is one of those leaders, as his transparent communications echo his stance on political events and support for diverse groups. Bill Penzey is to be applauded for being a leader unafraid of addressing external activities impacting the world and its consumers.

Here's an example of language used on the Penzeys website to address current issues.

"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." - Bill Penzey

What are the insights from the above message?

1. Bill Penzey tackles the elephant in the room (i.e., labeling wrong behaviors and calling for accountability) and communicates authentically about what Penzeys Spices expects from its customers.
2. Bill Penzey is willing to take a revenue hit to stay aligned with the mission and values.

Leader's Behaviors Must Match Up With Company Commitment

Customers can count on the provocative newsletter and social media communications from Bill Penzey discussing current issues. Marketing Collateral pushes for justice in the world. Customers receive Be Kind pins with purchases. In addition, Choose Love bandanas, and Love Wins posters and mugs are available. Penzeys Spices offers diversity (i.e., Mexican, Jamaican, Indonesian, etc.) among its products, allowing a variety of cultural experiences.

A big thanks to Bill Penzey and Penzeys Spices for modeling inclusive leadership.