CONSUMER ACCEPTANCE OF IRRADIATED FOOD - THEORY AND REALITY

For years most consumers have expressed less concern about food irradi ation than other food processing technologies. Attitude studies have d emonstrated that when given science-based information, from 60% to 90% of consumers prefer the advantages irradiation processing provides. W hen information is accompanied by samples, acceptance may increase to 99%. Information on irradiation should include product benefits, safet y and wholesomeness, address environmental safety issues, and include endorsements by recognized health authorities. Educational and marketi ng programs should now be directed toward retailers and processors. Gi ven the opportunity, consumers will buy high quality, safety-enhanced irradiated food.