Guido Barilla, CEO of Barilla, on Friday apologized for a second time in as many days for anti-gay comments he made during a radio program.

In separate videos in English and Italian, Barilla insisted he has never discriminated against anyone.

“Yesterday, I apologized for offending many people around the world,” Barilla said in the English video. “Today I am repeating that apology. Through my entire life I have always respected every person I've met, including gays and their families, without any distinction. I've never discriminated against anyone.”

During an appearance on the Italian radio program La Zanzara, Barilla said that his company “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.”

He later added: “I have no respect for adoption by gay families because this concerns a person who is not able to choose.”

Barilla apologized in a statement released the following day, explaining that he only “wanted to underline the central role of the woman in the family.”

The comments provoked a backlash and calls for a boycott of the brand.

(Related: Mom urges Stop & Shop to dump Barilla pasta over exec's anti-gay comments.)

“I have heard the countless reactions around the world to my words, which have depressed and saddened me,” Barilla continued. “It is clear that I have a lot to learn about the lively debate concerning the evolution of the family. In the coming weeks, I pledge to meet representatives of the groups that best represents the evolution of the family, including those who have been offended by my words.” (The video is embedded on this page. Visit our video library for more videos.)

(Related: Bertolli releases gay-inclusive ad as Barilla faces backlash.)