Question 2.--What might be the general reaction from consumers regarding radia- 
tion pasteurized fresh fruits and vegetables ? 
Three out of five respondents interviewed thought consumer reaction would be favor- 
able, one out of five thought it would be unfavorable, and the other one out of five did not 
give a usable answer. 
Percentages of favorable answers by marketing function performed are: 
Percent 
Growers and shippers... . 0.11. Rete 63 
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Chainstore produce managers..... ty) 
Chainstore produce managers are more optimistic about the process than growers, 
shippers, and wholesalers. This could be of special interest since they are only one step 
removed from consumers and presumably are ina better position to estimate consumer 
behavior. 
The following comments represent answers to question 2. 
Unfavorable: 
1. ''Would be scared at the beginning because of publicity of fall-out and radiation 
danger." 
2. "Consumers will react unfavorably unless they are well informed about the safety 
OF it, 
Favorable: 
1. "If it prolongs shelf life and gives consumers everything they now have together 
with no harmful effects, they would welcome it."' 
2. ''The public is not interested in how you preserve or keep it, but in how it looks 
and tastes.'' 
3. "The Americans accept anything that the Food and Drug Administration approves. 
People in foreign countries would be more reluctant, "' 
4. ''No objection if fruit is of good quality and consumers are informed. "' 
5. ''With proper education, I think it would be acceptable." 
6. "Should please consumers to get good quality fruit over a longer period of time." 
In answering question 2, 49 percent of the growers and shippers, 30 percent of the 
wholesalers, and 58 percent of the chainstore produce managers indicated without being 
asked that they thought an educational or promotional program would be required. They 
thought the program would be essential (1) to acquaint consumers with the radiation 
process, (2) to inform them of its potential value, and (3) to assure them that radiation- 
pasteurized fruits and vegetables are completely safe for human consumption. 
Most respondents who gave comments regarding labeling thought a label designation 
referring directly to radiation pasteurization would scare consumers unless and effective 
educational or promotional program was first completed. Others thought quality, appear- 
ance, and storability were the only important factors in selling produce, and if any one 
of these factors were improved produce sales would increase. 
Responses to questions 1 and 2 indicate that produce handlers expect the produce 
industry to be more receptive than consumers to radiation-pasteurized fruits and vege- 
tables. 
Question 3. --What advantages might come from radiation pasteurization of fresh 
strawberries, peaches, tomatoes, grapes, oranges, and grapefruit? 
4 
