He probably thinks that he's cleaned out all the customers that didn't appreciate his hack emails over the years, so he's all in on the political partisanship.
I think his sister and BIL couldn't take the political BS, and started a competing spice company.
I have never heard of Penzey’s spice. I am in Colorado so maybe they don’t sell here. If I ever see it, I will be sure to avoid it.