ABSTRACT
In the United States, as in many other countries, selling irradiated food is considered by many to be controversial. While the technical benefits and safety of the process are well understood, the general public are often uninformed and their first reaction may be to avoid irradiated foods because they fear of the word “irradiated” on the label. In addition, certain consumer activist organizations have worked to fuel these fears through the effective use of the news media.
The situation is a significant challenge to marketers of irradiated food. This paper discusses recent experience in Florida (the only place where irradiated chicken is being sold in the United States) and provides insights into the challenges and possible solutions to successfully marketing irradiated food. Topics covered include the interests of various stakeholders, issues in advertising and promotion, consumer reactions, sales to restaurants, and the role that government can play in educating the public and influencing industry.
