Experiences in selling irradiated foods at the retail level

The paper discusses how marketing groups, and in particular the produce industry, present their products to the consumer and how they deal with the controversial issues. It presents information about the current ''5 A Day'' programme in the United States of America as a background to the issues that are facing the industry. The introduction of the irradiation process to customers started with an informal survey in a retailer's newsletter. The findings indicated a high degree of interest and lack of information. In succeeding newsletters as much information was provided as possible, whereby care was always taken to present both sides of the issue. During this time the questions and comments received in the store indicated a growing interest. The news that the Vindicator company had opened a food irradiation processing plant in Florida was announced through the newsletter. Various merchandising efforts were undertaken (e.g. taste samplings, 'Buy one, get one free', a wide variety of irradiated products on offer, etc.). The sales ratio of irradiated to conventional products and the total overall increase in product sales are discussed, as are the determination of cost factors (product cost, waste, procurement, and marketing efforts). Charts show how these affect the retail price and provide cost comparisons of irradiated and conventional (non-irradiated) products. To exploit fully the potential of this process, the proper infrastructure is necessary. The paper concludes with a discussion of the direction which marketing efforts will need to take and those products that in the USA may benefit from use of irradiation. (author). 3 figs