STRATEGIES FOR COMMUNICATING THE FACTS ON FOOD IRRADIATION TO CONSUMERS

The majority of consumers will respond positively to irradiated foods when the advantages of the process are explained and when safety, nutritional value, and worker and environmental concerns are addressed. Communication strategies involve identifying the audience, selecting the communication medium, presenting the benefits of the process, and addressing myths. The most significant public-health benefit of irradiation is the reduction of food-borne pathogens. Irradiation should be described in lay terms and presented as an additional step which enhances microbiological safety. Nutritional safety and environmental myths must be addressed. Multimedia presentations utilizing the popular press are most effective. Since health authorities are the most credible spokespersons, opportunities for information exchange between health officials and community leaders should be developed. Consumer resources are listed.