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Mothers and fathers can’t even do a grocery shopping without running into a wall of Barilla pasta. With picky toddlers and limited palates, Barilla pasta might very well a staple in your house. But if you’re in any way straying from the “traditional family,” the chairman of the company says he doesn’t want you near his product.

Americablog.com reports that said chairman, Guido Barilla, announced on an Italian radio show that he “likes the traditional family,” which is why same-sex families will not be appearing in the private company’s advertisements. As for gay people, well,  “they can always go eat someone else’s pasta” if they disagree with the company’s credo. Don’t mind if I do!

 John Aravosis personally translates the following comments:

“Non faremo pubblicità con omosessuali, perché a noi piace la famiglia tradizionale. Se i gay non sono d’accordo, possono sempre mangiare la pasta di un’altra marca. Tutti sono liberi di fare ciò che vogliono purché non infastidiscano gli altri”.

“We won’t include gays in our ads, because we like the traditional family. If gays don’t like it, they can always eat another brand of pasta. Everyone is free to do what they want, provided it doesn’t bother anyone else.”

Not surprisingly, Barilla is walking back those “straights only” pasta comments. Aravosis personally translates again:

“With reference to statements made yesterday, I apologize if my words have generated controversy or misunderstanding, or if they have hurt the sensibilities of some people. In the interview I simply wanted to highlight the central role of the woman in the family.”

Barilla is also reportedly against same-sex adoption, a double whammy of WTF. Consumers have been responding with a #boycottbarilla Twitter campaign:

boycottbarilla

Guido is now talking that same tired script about having “the utmost respect for any person, without distinction of any kind,” and “the greatest respect for gays and for the freedom of expression of anyone,” and he now “respects” gay marriage as well, and whatever dude I’m so never buying your pasta again.

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