CONSUMER ACCEPTANCE OF IRRADIATED CHICKEN AND PRODUCE IN THE USA

There is a demonstrated dichotomy between perceived consumer acceptanc e of irradiated foods, and the consumer's choice of food in grocery st ores. Indeed the perception has been that most consumers were against irradiated foods and that massive educational campaigns would be neede d to change their minds. Meanwhile, some initial sales of irradiated f oods have been unexpectedly brisk when supported by limited, point-of- sale information. There is strong agreement between recent studies, wi th respect to consumers willing to buy irradiated foods once the benef its are explained. A large segment of approximately 50% of all respond ents indicate that they would buy irradiated foods. Consumers have als o shown that they put a great deal of trust in their grocers and in re gulatory bodies.