The first of two Penzey's locations in Madison is greatly underestimated IMHO.
Quiet, unseemingly spacious considering its strip mall neighbhors compared to the University Ave location, Penzey's East is just as qualitative and just as fun!
It's the standard, high-quality product you would expect from the dried herb, spice, and baking ingredient royalty. The staff have never been negative in any of my experiences. Always effectively listening, helpful, and willing to go extra lengths to make my experience positive, even if the product I want is out of stock, or a free giveaway is not available during my visit.
Crown goes to you, Penzey's! I've been a loyal customer for more than a decade and the beat goes on!