Guido Barilla's comments came during an interview on the Italian radio program "La Zanzara," Italy's ANSA news agency reported.
"I would never make a spot with a homosexual family. Not out of a lack of respect but because I don't see it like they do. (My idea of) family is a classic family where the woman has a fundamental role," Barilla said. "We have a different concept with regard to the gay family."
"That's fine if they like our pasta and our communication, they can eat them. Otherwise they can eat another pasta. You can't always please everyone," Barilla said.
Barilla, who runs the company, the world's largest pasta maker, with his two brothers, went on to say that he supports gay marriage, but not same-sex couples who wish to adopt.
"I respect everyone who does what they want to do without bothering others. I'm also in favor of gay marriage. But not adoption in gay families," Barilla said. "As a father of multiple children, I believe it's very hard to raise kids in a same-sex couple"