Homosexual activists are calling for a boycott of Barilla pasta because the company refuses to feature same-sex families in their ads, but the owners are refusing to bend.

The Daily Mail is reporting that Guido Barilla, chairman of the world's largest pasta maker, irked homosexual activists when he said his idea of the traditional family does not consist of same-sex couples.

"I would never do a commercial with a homosexual family, not for lack of respect, but because I don’t think we are like them," Barilla told Italian Radio 24. "Ours is a traditional family where the woman has a fundamental role"

He added: "For us, the concept of the nuclear family is a fundamental value of the company."

When the interviewer suggested that homosexual people also eat pasta, Barilla replied: "Okay, if they like our pasta and our branding let them eat it, otherwise they can choose another pasta. You can’t always please everyone."

Aurelio Mancuso, from the campaign group Equality of Italy, called the remarks "an offensive provocation" and demanded an immediate boycott of Barilla products.

An openly gay parliamentarian, Alessandro Zan, said: "I adhere to the boycott of Barilla and I urge other MPs, at least those who do not resign, to do the same."

Barillo later apologized and said he had maximum respect for homosexuals, but refuses to make any changes to the way he advertises his product.

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