[en] A background discussion of how marketing groups, in particular, the produce industry, presents their product to the consumer and how they deal with the controversial issues. This will contain information about the current '5 A Day' program in the United States contrasted with the issues that are facing the industry. I will begin with the way we approached the introduction of the irradiation process to our customers. We started with an informal survey in our company's newsletter. The findings indicated a high degree of interest and lack of information. In succeeding newsletters we provided as much information as possible; always careful to present both sides of the issue. During this time the questions and comments we received in the store indicated a growing interest. With the news that Vindicator opened in Florida we arranged for and announced the arrival of product, again through our newsletter. I will then discuss the various merchandising efforts we undertook. (Ie., Taste-samplings, Buy one get one free, a wide variety of product, etc.) (author)