STRATEGIES FOR COMMUNICATING THE FACTS ON FOOD IRRADIATION TO CONSUMERS

The majority of consumers will respond positively to irradiated foods when the advantages of the process are explained and when safety, nutr itional value, and worker and environmental concerns are addressed. Co mmunication strategies involve identifying the audience, selecting the communication medium, presenting the benefits of the process, and add ressing myths. The most significant public-health benefit of irradiati on is the reduction of food-borne pathogens. Irradiation should be des cribed in lay terms and presented as an additional step which enhances microbiological safety. Nutritional safety and environmental myths mu st be addressed. Multimedia presentations utilizing the popular press are most effective. Since health authorities are the most credible spo kespersons, opportunities for information exchange between health offi cials and community leaders should be developed. Consumer resources ar e listed.