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20 Ways to Market the Concept of Food Irradiation (continued)
<br /> foods. Again, because of its size, boycotts gram. Among the items thatwill be includ- efforts, must do things on a grand scale.
<br /> and other negative attention aze less likely. ed on future space shuttle missions are This will work against them because the
<br /> The chain can work in cooperation with in- high-dose irradiated grilled beef steaks, success of irradiation in the mazketplace
<br /> terested universities to provide educational smoked sliced turkey, breaded chicken will probably be on a smaller, less dramati_
<br /> materials to the consumer, work with local breasts, and breaded pork chops. In maz- is scale. And, ironically, that may prove to
<br /> media to answer questions, and, if neces- keting strategies, astmnants--both Ameri_ be one of its strengths, because with each
<br /> sary, respond to any activist charges or can and Russian-would make good small victory in one market, the need for
<br /> claims. spokespersons, emphasizing the safety and this process grows stronger and other maz-
<br /> value offood irradiation to the public. kets develop.
<br /> Food companies will begin selling irtadi-
<br /> 14. There are also mazketing opportu- y pp sled foods when they believe they can make
<br /> rallies for a food processor to set up a saps- 10. Satin (1996) noted that according a profit. This article suggests markets that,
<br /> rate operating company designed specifical- to a subagreement found in the General although specific, can mean economic gain
<br /> ly to sell an irradiated food product. The Agreement on Tariff-sand Trade (GATT), no for the company that tries to realize the po-
<br /> item would be marketed as a premium country "should be prevented from adopting tential that is offered by that mazket. When
<br /> product offering all the advantages that an or enforcing measures necessary to protect thatcommitment ismade-or at least con-
<br /> irradiated product offers. If the product human, animal or plant life, or health." sidered-many creative minds from differ-
<br /> proved successful in the mazketplace, that Further, the application of these measures ant disciplines will need to come together.
<br /> would open up further mazketing opportu- must be based only upon sound scientific These include marketing, consulting, re-
<br /> nities, and other companies might begin principles. Satin secludes that this will set search and development, and, of course, the
<br /> selling irradiated foods. Furthermore, be- the stage for much wider sales and distribu- executive office.
<br /> cause of the size of the company and its lim- lion of irradiated foods, and much greater Finally, for food inadiation to be benefi-
<br /> itedproduct line, boycotts generated by ac- international movement of food products. cial, the food industry must take a proactive
<br /> twists might be less likely to occur, position. Food companies cannot just keep
<br /> waiting for some other company to bleak
<br /> 19. Another member of the family that the ice and then see what happens. Rather,
<br /> 15. Because of the volume of produce can benefit from irradiated foods could be they need to anticipate, keeping in mind
<br /> that is used in restaurants andconsequent- the family pet. In pet foods, radiation doses such issues as potential lawsuits from con-
<br /> lythe amount of waste, irradiation provides of 5 -7.5 kGy would be an effective treat- laminated food, foodborne illnesses and
<br /> economic advantages in this foodservice meat for the reduction inpathogenicmicro- emerging pathogens, consumer concerns
<br /> area. Certain specific items on the menu organisms (Wilkinson and Gould,1996). over pestiodes, inadequacies of other trea4
<br /> can be tazgeted, such as strawberries or menu, and many others. When they begin
<br /> exotic fruit, and customers should be in- putting the many pieces together, they will
<br /> formed, in advance, ofwhich products were 2U. Irradiation may also play a role in cwme to realize that the time to sell irradi-
<br /> treated. IF customers respond favorably, the development of new products, as noted ated foods has arrived.
<br /> then owners can consider other items, such by Satin (1996). Someday, solid foods may
<br /> as poultry dishes. (The fact that hospitals be sterilized by higher doses of radiation, RefereIICeB
<br /> in Florida aze already serving irradiated thus reducing the overall cost of processing, D;ehl. d.F.1ss5. "Safety of eradiated Fonda; 2nd
<br /> chicken may help innovative restaurants packaging, storage, distribution, and retail- ed. Marcel Dekker, inc, New York.
<br /> emphasize to their customers the safety of ing, While delivering a product of the high- Marcotte, M. 1992. Irradiated strawberries enter
<br /> the product) Furthermore, when govern- est hygiene. This day has not yet come, and the U.S. market. Food Technol. 46(5): 80-86.
<br /> went regulations aze in place, red meat perha sthis Psuzola, D.1990. Food irradiation: Counteringthe
<br /> a p point iS ta0 faz Off t0 be on this tactics and of opponents. Food Tecbnol.
<br /> items such as hamburger patties (a huge doable" list. However, someday, 10 or 20 49(6): 92-x7.
<br /> market for foodservice) may be irradiated to years from now, another writer may be de- Psa¢ola. D. 1992. Irradiated produce reaches Mid-
<br /> destroy pathogenic microorganisms. This veloping such a list, and this ma be the west market. Food Ttthnol. as(s): ss-s2.
<br /> Y Pszczola, D. 1993. irradiated poultry makes U.S.
<br /> can help lessen the possibility of cross con- fast point he puts on it. Who knows? debut in Midwest and Florida markets. Food
<br /> lamination in foodservice kitchens. Technol. 47(11): 89-96.
<br /> Robeck, M. 1996. Product liability issues related to
<br /> food irradiation. Food Terhnol. 50(2): 78, 80-82.
<br /> Satin, M. 1996. "Food Irradiation: A Guidebook'
<br /> 1 • School lunch programs may be also HY ARE IRRADIATED FOOD PROD- 2nd ed. Technomic Publ. Co., Inc, Lancaster, Pa.
<br /> be a market for food radiation However, an Wucts not found regulazly in the R'ilkinson, v.M. and Gould, G.w.1ss6. Food Lra-
<br /> education program on the benefits of food mazket lace? I don't think it is ~tiOD' A Reference Guide; Reed Educational
<br /> P and Professional Publishing, Ltd., England.
<br /> irradiation would have to be provided to the borause oCcensvmer feats. Enough market. Mme. of the ideas found in thin article were
<br /> parents before the programcould be imple- ing trials have been done to showthatcon- discussed at various meetings the author attended
<br /> mented• sumers, when given a choice, will buy the over the pant two years. Two meetings, in pertirn-
<br /> product. The efforts of activists to stop food lar, deserve acknowledgement: (U the IFT/AACC
<br /> irradiation should also be ut into Short Course, "Practical Aspects oC Food Irradis-
<br /> 17. La Maroh 1995, the Food and P ti°°.' Tampa, Fla., October 19-18, 1995, and (2)
<br /> I)rirg five. Ultimately, these efforts will fail be- the Research & Development Associates Fall 1996
<br /> Administration gave regulatory approval cause, as this article has illustrated, there Meeting, Boston, Mass., November 19-21, 1996.
<br /> for radiation sterilization of frozen, pack- are too many potential markets for food ir- The author wishes to thank all the people involved
<br /> who provided input for this article.
<br /> aged meats for use in the U.S. space pro- radiation Activists, to call attention to their i
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<br /> 48 FOOD TECHNOLOGY-VOt. _5L.N9. 2_F~ao_<,g_v ~n97
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