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<br /> 20 Ways to Marfcet the 1
<br /> Concept of Food Irradiation
<br /> Specific markets for food irradiation can mean economic gains for companies
<br /> innovative enough to pursue them
<br /> DONALD E. PSZCZOLA, ASSOCIATE EDITOR.
<br /> TT,/~D~`OGRESS IN TAE COMMERCIAL. USE ~ ~ opposed to a whole line of poultry products,
<br /> 1 f food irradiation. has been slow, a food company might be more willing to
<br /> 11.. but there have been positive signs ~ ~ use it as a way of breaking the ice. Also, be-
<br /> alongthe way. In 1992, irradiated straw- • cause of the quality and added value of this
<br /> berries were sold at an independent pro- product, consumers might be more willing
<br /> duce and grocery store in Florida (Marootte, ~ to try other products (irradiated or not)
<br /> 1992) and one in the Chicago area (Pszczo- from the company marketing the product.
<br /> 1a, 1992). The latter store also sold a variety
<br /> of other irradiated produce including grape-
<br /> fruit, oranges, onions, tomatoes, mush- 2. While inadequate cooking and re-
<br /> rooms, and blackberries. Tn 1993, selected heating can be a common error which leads
<br /> stores in the United States sold irradiated to food-Poisoning episodes, there are people
<br /> poultry (Pszczola, 1993). Since then, ap- way the media are reporting food irradia- who still egjoy eating raze meat, raw oys-
<br /> proaimately 60 stores in Indiana, Illinois, lion. The coverage-both on television and tors, and raw fish. For this segment of the
<br /> and Ohio have been selling irradiated pots- in print-.has become more objective with Population, irradiation can eliminate wn-
<br /> toes, strawberries, tomatoes, and other somresactivelysoughtafterfinmthesaen- cerns over foodborne illnesses, such as
<br /> products when available; on occasion, stores tific community. Compare that to a few those caused by Campylobacter
<br /> jejrcni and
<br /> in the U.S. have been selling irradiated ex- years ago when biased statements from ac- Escherichia soli. Once government approv-
<br /> otic fruit, such as papaya, mango, andram- tivist groups were routinely reported and als on irradiating red meat and seafood
<br /> button; and more than 100 hospitals, Hors- left unchallenged (Pszczola, 1990). have been given, niche products such as the
<br /> ing homes, and other such facilities in Flor- The next step is for the food industry to ones mentioned above should provide maz-
<br /> idahave been serving irradiated chicken to take a step forward in making irradiated keting opportunities.
<br /> their patients and staff. foods available in the marketplace.
<br /> Pians aze also currently underway for This article will describe 20 ways that
<br /> the building of a fooduradiation facility in food irradiation can be marketed. The fol- 3• Insect pests-in particular, fruit-
<br /> thestate ofWashington. The facility will be lowing list is not meant to beall-inclusive, des-eon gain entrance to other countries
<br /> capable of irradiating fresh fruits sad veg- but just a starting point for discussion. It by hi~B on or in what otherwise seems to
<br /> stables, as well as poultry, meat, andsea- will target specific segments of the popula- be harmless fruit. (The female lays her tiny
<br /> food. It will be the result of a joint effort be• lion that can benefit from irradiated foods; eggs on the fruit's surface, and later the lar-
<br /> tween anewcompany called New Horizon food products that have the most potential vas dig into the flesh of the truit, causing
<br /> Technologies and Food Technology Servic- in the marketplace; sad problems that can damage) Because this "hitch-hiking" can
<br /> es, Inc. (formerly Vindicator, Ina), the first be solved by this treatment. have potentially disastrous consequences,
<br /> U.S. food irradiator. (Food Technology Ser- many countries require quarantinetreat-
<br /> vicesbegan operating its facility, located in y meat of the imported fruit. However, the
<br /> Mulberry, Fla., in eazly January 1992) 1. Value-added food products that have continued use of chemical ar physical quar-
<br /> A food irradiation facility operated by been irradiated offer a wide range ofmar- saline treatments poses major problems.
<br /> SteriGenirs International, Fremont, Calif., keting opportunities. Consider, for exam- On the one hand, fumigation with chemi-
<br /> hasreported substantial growth in iffi inns- ple, a chicken breast flavored with alemon- call is increasingly being restricted for toa-
<br /> diation of dried vegetable seasonings for herb seasoning. Such a product would be icologicat and environmental reasons. Eth-
<br /> food processors. Its volume increased 2050 purchased primarily because of its spetial yleae dibromide has been banned since
<br /> in 1993 and 40%a in 1994, and it continued flavor and the convenience it offers to the 1984, and methyl bromide will no longer be
<br /> to increase in 1995. In 1996, the company consumer. However, the fact that this prod- used after January 1, 2001.On the other
<br />
<br /> has a new development project that allows uct wind be promoted as Salmonella-free hand, physical quarantine treatments,
<br />
<br /> irradiation of fresh produce that is in de- gives it an additional advantage, which which depend oa high or low temperatures,
<br />
<br /> wand by the foodservice industry. could further enhance its sales. Further- can cause serious quality damage to the
<br /> There also seems to be progress in the more, because it is one specific produM as fruit. Moreover, to survive repeated treat-
<br /> CdirllSt l`~O: ~ `
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<br /> 46 F000 TECHNOLOGY-VOL. 51, No _2_ FesR.gnRV 199.7 _ _
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