Penzeys is spice-bombing D.C. with free "Resist!" seasoning ahead of Trump inauguration

Zoom in: CEO Bill Penzey tells Axios he's concerned with Trump's attacks on federal workers.

• His Wisconsin-based company — the biggest independent spice retailer in America — sent similar care packages to schools for teachers when they came under GOP fire.

The spicy seasoning, which can be used on everything from hummus to burgers, is a blend of black, cayenne and smoky peppers.

• "We're all going to have to toughen up a little bit," says Penzey of the inspiration.

Between the lines: The spice bags are a rare example of resistance swag — popular in Trump's first term, but less prevalent in D.C. this time around.

The big picture: Penzey doesn't shy away from spicing up political dialogue and mixing business with activism, which he's dialed up in the Trump era.

• Penzeys was the second-largest spender on Facebook impeachment ads in 2019 (the Trump campaign was #1). During the recent election, Kamala Harris dropped by the Pittsburgh spice store location.

What's next: Penzey says free packages will arrive at the homes of customers who previously bought spices — or giftees — in the D.C. area through January.

• The seasoning can also be purchased online, and likely from shop locations in Rockville and Falls Church soon.