How to win consumer acceptance in the marketing of irradiated foods

Consumers prefer tangible evidence and identifiable benefits rather than documentary reassurance in order to accept a new process. When food irradiation was properly explained to consumers in France, it was acceptable. Consumers fear the terms such as irradiation, radioactive treatment, etc. In France the word 'ionisation' stood out to consumers as having the least negative connotations. Proper labelling and terminology can provide the consumer with the necessary reliable information he expects. Consumers should be allowed a free choice; they should be given the opportunity to try irradiated food; then their choice will be on the basis of the benefits of irradiated foods. (author)