United States consumer choice of irradiated food

Consumers respond to benefits. Irradiation offers advantages not obtainable by other processing methods. More consumers have become aware of these advantages and have heard widespread endorsement by health authorities. Plans are proceeding for wide scale marketing of irradiated food in at least one state. Media coverage of illness from E. coli O157:H7, Salmonella sp., and other pathogens has increased consumer concern about microbiological hazards in food. More people volunteer concerns about microbiological hazards than any other potential food safety problem. Consumer and government demands for pathogen reduction are increasingly stringent. Consumer interest in purchasing irradiated food has steadily increased, specially when benefits of irradiation are mentioned. The extensive media coverage following US Food and Drug Administration approval of red meat may have been responsible for increased interest in irradiation used to destroy pathogenic microorganism. Almost 80% of US consumers indicated they would buy products labeled, "irradiated to destroy harmful bacteria," with interest highest in irradiated poultry, pork and ground beef. Consumers have purchased irradiated food whenever it has been available. In recent years over 600,000 pounds of labeled irradiated fruit from Hawaii have sold in the Midwest and California. In market tests up to 80% of Kansas consumers selected irradiated poultry when priced the same or less than non-irradiated poultry and about 20% when the irradiated product was priced at a 20% premium. Currently acceptance of irradiated food is greatest in upscale markets among a more educated public. A marketing program in Florida featuring endorsement by public health officials has established a demand for irradiated poultry in independent supermarkets. The food service industry has also expressed increased interest in irradiated poultry. Consumers want information on the purpose of irradiation, such as the destruction of harmful bacteria, the safety of irradiated food, the effect of irradiation on nutritional value, and the opinion of the health community. The preferred method to receive information is newspapers and government flyers. Benefits drive acceptance. Most consumers want chicken free of Salmonella and Campylobacter and meat free off. coli O157:H7. High quality tropical fruit is also appealing to the consumer and the food service industry. These demands can be met through irradiation.