Barilla changes views on homosexuality thanks to global boycott

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    Nov 05, 2013 4:59 AM GMT
    http://www.cbc.ca/news/world/pasta-maker-barilla-vows-diversity-after-anti-gay-comments-1.2355731?cmp=rss


    Article

    "Italy is a very insular country, and in cities like Parma it's even more so," company spokesman Luca Virginio told Reuters, saying the firm had been shocked by the global backlash.

    "The meetings have helped open our eyes and ears to the evolution taking place in the world outside Parma."

    He said the shock could lead to a shift in focus from rosy depictions of traditional Italian family life that have always been the staple of Barilla advertising campaigns.

    "We are already working on new advertising concept that will be much more open and much more inclusive," he said, without elaborating.

    'Window dressing'

    The pasta maker plans to introduce an advisory board that includes American gay activist David Mixner to improve "diversity and equality in the company's workforce and culture", according to a statement posted on its website.

    However Carlos Dews, a gay English professor at Rome's John Cabot University who has boycotted Barilla products and urged his Facebook friends to do the same, was skeptical.

    He said the measures were a step in the right direction but it was too soon to tell whether they would bring any real change. "It may all be window dressing," he said.

    As well as the internal advisory board, Barilla will participate in the U.S.-based Human Rights Campaign's corporate equality index, which rates companies' policies relating to lesbian, gay, bisexual and transgender employees.

    Privately owned Barilla, which had almost 4 billion euros in sales last year, declined to say if the boycott had hurt sales but it cannot afford to offend consumers in the United States, now its second-biggest pasta market.

    Last year net profit fell more than 21 per cent to $84 million as Italy struggled through its worst recession in six decades.

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    Nov 05, 2013 5:12 AM GMT
    http://www.cbc.ca/news/world/one-million-moms-cancels-barilla-spaghetti-dinner-1.2355731?cmp=rss
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    Nov 05, 2013 5:27 AM GMT
    Who cares about a Pasta company? Seriously, it feels like the corporate pigs did it as a gimmick.
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    Nov 05, 2013 6:33 AM GMT
    Lol. It's all lip service.
  • secondstartot...

    Posts: 1314

    Nov 05, 2013 9:54 AM GMT
    I have decided to opt a more positive approach in this world of diversity and choice there is no need to boycott companies whose policies disagree with mine....
    rather I support with vigor companies who do share my views and seemingly always have
    so i actively support pasta companies like
    Bertolli who way back in 2009 were running gay friendly ads like this one



    and althea

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    Nov 05, 2013 9:59 AM GMT
    xrichx saidLol. It's all lip service.


    Glad Im not the only one that is cynical about all this "fake" hatred campaigns. Seriously we are beginning to get played by marketing companies. What great international exposure Barilla has got out of all of thisicon_rolleyes.gif

    Don't let that take your eyes off the main game though.
  • KepaArg

    Posts: 1721

    Nov 05, 2013 10:14 AM GMT
    booroz said
    xrichx saidLol. It's all lip service.


    Glad Im not the only one that is cynical about all this "fake" hatred campaigns. Seriously we are beginning to get played by marketing companies. What great international exposure Barilla has got out of all of thisicon_rolleyes.gif

    Don't let that take your eyes off the main game though.


    I agree they want money. I've never bought this brand. Living in Argentina for many years I always got fresh pasta. And with my love now, he's half Italian and when I met his family they still make their own pasta.

    I really enjoy making pasta for my boyfriend, plan on it more soon.
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    Nov 05, 2013 11:04 AM GMT
    Meh, too late! Go Buitoni!!
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    Nov 05, 2013 12:18 PM GMT
    booroz said
    xrichx saidLol. It's all lip service.


    Glad Im not the only one that is cynical about all this "fake" hatred campaigns. Seriously we are beginning to get played by marketing companies. What great international exposure Barilla has got out of all of thisicon_rolleyes.gif

    Don't let that take your eyes off the main game though.


    I know right, it's like everything in this world is a conspiracy theory. Some people, especially gays on this forum are the most pessimistic individuals one can ever meet. If you call for a boycott they call it a waste of time and come up with excuses as to why companies should have the right to discriminate against you. If the boycott works , then they did it for the marketing. In the end it is just a chain of negative opinion to either do nothing or to demerit those who tried to do something.

    Truth is, International exposure with with a negative public opinion is far from being a good thing. Many will still refuse to buy Barilla either because they are now more aware of other brands that have always been supportive towards the LGBT community or because they haven't been in touch with recent updates on this issue. "Barilla the anti gay pasta company" is a reputation they gained overnight but might take them years to get rid off.
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    Nov 05, 2013 12:31 PM GMT
    I'm also skeptical, like that gay professor mentioned in the article. But if there's a chance this could be genuine we should withhold judgment until we see how this actually develops. At the same time, I still intend to withhold my purchases of their products while I await the results.

    I know there's lingering anger that Barilla did this in the first place, but if they're truly contrite, and alter their GLBT attitudes & policies, this could be a great victory. One that will give other companies pause before they discriminate. And provide an example of how to quickly reverse course if they've been exposed as anti-gay.

    This episode could provide a very shiny silver lining, and mark the turning of another corner in the anti-GLBT discrimination & civil rights battle.
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    Nov 05, 2013 12:32 PM GMT
    Homophobic, over-priced box of wheat, no thanks - continue the boycott
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    Nov 05, 2013 4:01 PM GMT
    Aristoshark saidI'd actually never heard of Barilla before this all started. New Yorkers buy Ronzoni.

    LOL! That's true! Though for elbow macaroni I always favored Muellers.
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    Nov 05, 2013 5:17 PM GMT
    Aristoshark saidI'd actually never heard of Barilla before this all started. New Yorkers buy Ronzoni.

    I've almost always bought Barilla. You've been gone for too long. icon_wink.gif
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    Nov 05, 2013 5:36 PM GMT
    People tend to buy what their parents bought. It took me until my 30s to realize that Jif was better because mom always bought Skippy.
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    Nov 05, 2013 5:55 PM GMT
    Barilla's anti-gay 'misstep' gained them a good bit of marketing hype. And now they're contrite? Sure. Not buying it. This pasta (below) is better anyway:
    o-ALDENTE-570.jpg?5
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    Nov 05, 2013 6:16 PM GMT
    Aristoshark said
    theantijock saidPeople tend to buy what their parents bought. It took me until my 30s to realize that Jif was better because mom always bought Skippy.

    I like the Publix house brand. Also Publix makes incredibly tasty hummus and chopped liver.


    Nobody in the world makes better hummus than mine.

    And I used to do an excellent chopped liver back when I was a meat eater, which was so weird in my development as a conscientious consumer because just blood on a plate, never mind an internal organ, so completely grossed me out as a young child that I was nearly impossible to feed and insisted every meat be burned beyond recognition or I'd send it back, that I would have eventually been so corrupted to not just eat that crap while being raised but to handle it as a young adult and make it taste wonderful, that I am so much more comfortable with myself now, and healthier, that particularly organ meat once again disgusts me, yet fearful now that should I develop dementia in older age, someone might feed that drek to me again. Pâté, anyone?

    A cousin of mine brings their natural peanut butter into my home when she visits. You're right there, it is good. I would just have to get used to it.
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    Nov 05, 2013 7:05 PM GMT
    charlitos saidBarilla changes views on homosexuality thanks to global boycott

    And it's all thanks to you, Charlitos!

    Now can I get back to their whole grain line? Cooking it is idiotproof because it's made with 51% whole grain, thus allowing them to legally advertise it as "whole grain." Wait - more deception!
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    Nov 06, 2013 4:15 AM GMT
    eagermuscle said
    charlitos saidBarilla changes views on homosexuality thanks to global boycott

    And it's all thanks to you, Charlitos!

    Now can I get back to their whole grain line? Cooking it is idiotproof because it's made with 51% whole grain, thus allowing them to legally advertise it as "whole grain." Wait - more deception!


    Thanks to all of those cared. Definitely not thanks to the ones who thought it was a waste of time. But ya, I wont be buying Barilla anyways.