I stumbled across the following email response from Sargento, which is much more direct than their previous response we received:

We appreciate your sharing your concerns about our advertising. Our organization remains true to its mid-western roots and values. Some would say that means we’re conservative. In the end, we hold true to our nation’s heritage that values free expression of varying political opinions. We advertise on Fox News, however, we felt Glenn Beck went too far when he suggested poisoning someone with whom he disagrees. Rhetoric that reflects action that would result in the death of someone is never acceptable to us. Therefore, we have advised our advertising agency that they should reallocate our Fox News buy among other Fox News programs.

Our wish overall is to move beyond the conversation about politics and focus on our primary mission to bring consumers great cheese products. We don’t want to be associated with inflammatory speech used by either liberal or conservative talk show hosts. Again, thank you for taking the time to share your views with us.

Pat Lombardo
Sargento Consumer Affairs Department

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