Gay rights advocates in Italy and across the globe have launched a boycott against Italian pasta company Barilla after its chairman, Guido Barilla made homophobic comments in a radio interview yesterday.

Barilla said,

“We won’t include gays in our ads, because we like the traditional family…If gays like our pasta and our advertisings, they will eat our pasta; if they don’t like that, they will eat someone else’s pasta. You can’t always please everyone. I would not do a commercial with a homosexual family, not for lack of respect toward homosexuals – who have the right to do whatever they want without disturbing others – but because I don’t agree with them, and I think we want to talk to traditional families. The women are crucial in this.”

Mere hours later, #boicotta-barilla (boycott Barilla) began trending on Twitter. It seems Barilla’s consumer base has taken the chairman up on his word and decided to eat other pasta brands.

Aurelio Mancuso, chairman of Equality Italia, responded:

“Accepting the invitation of Barilla’s owner to not eat his pasta, we are launching a boycott campaign against all his products.”

In an attempt to clarify his statements, Barilla released the following statement:

“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.

GIF: Giphy

GIF: Giphy

Barilla later took to Twitter, posting, “I apologize very much for having offended the sensibilities of many. I have the deepest respect for all the people without distinction.”

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Angry equality proponents plan to continue their boycott. See if they even miss you, Barilla. Uncool.

[via Buzzfeed, Huffington Post, The Guardian]