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Talk about leaving a bad taste in the mouths of some consumers. Guido Barilla, chairman of Italy’s world-famous Barilla pasta, sparked outrage after saying on an Italian radio show that he would only feature the “classic family” in his advertisements. And to make matters worse, he said if people didn’t like that, well buy someone else’s pasta. Capiche?

Speaking on Italy’s Radio 24 on Wednesday, the 55-year-old, a fourth-generation Barilla, said: “I would never do (a commercial) with a homosexual family, not for lack of respect but because we don’t agree with them. Ours is a classic family where the woman plays a fundamental role.”

Barilla added that if gays “like our pasta and our advertising, they’ll eat our pasta; if they don’t like it then they will not eat them and they will eat another brand.”

Needless to say, his views didn’t sit well with many people, especially those leaving comments on one of the company’s Facebook pages.

Valerie Watson Longtime purchaser, brand-new boycotter. Everybody’s entitled to their own opinion, but when you run a company and express a negative opinion about a large percentage of your customer base, don’t be surprised if your sales figures plummet.

David De Maria I’m Italian, I’m gay, I’m married legally to a man, I have three adopted children. I had Barilla pasta for dinner last night. Today, tomorrow and forever more I will choose another brand of pasta. Good bye Barilla! You lose!!!

Charlie Davidson “Traditional Family” implies mother, father, children. Leaves out single parents, working moms, widows, widowers, divorced, gays, adopted, mixed race families, re-married, sister wives (there goes Utah). If you came from one of these types of families, Barilla Pasta just told you to eat someone else’s pasta.

Barilla issued a clarification on Thursday, posted to the Barilla website. He said in part: “I apologize if my words have generated controversy or misunderstanding, or if they hurt someone’s sensitivity.  For clarity, I would like to point out that I have the utmost respect for gay people and for everyone’s right to express themselves. I’ve also said — and would like to reiterate — that I respect gay marriages. In its advertising, Barilla represents the family — because it’s what welcomes everyone.”

Yay, another faux-pology to add to the ever growing list of faux-pologies.

 

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