SURVEY RESULTS 
Answers to survey questions reflect the marketing experience and opinions of 306 
respondents (171 growers and shippers, 111 produce wholesalers, and 24 chainstore 
produce managers). Each respondent handled one or more of the six commodities. On 
a commodity basis, the number of respondents having handling experience are: Straw- 
berries 112, peaches 164, tomatoes 141, grapes 112, oranges 131, and grapefruit 116. 
In addition to the tabulated answers, representative comments were selected and 
quoted to convey as closely as possible both the content and meaning of the numerous com- 
ments received in reply to the survey questions presented below.© The quoted comments 
may duplicate each other in a general sense; however, they are given as they were made. 
Question 1.--What might be the general reaction from the produce industry regarding 
radiation pasteurization of fresh fruits and vegetables? 
Survey answers for all respondents were: 
Percent 
Favorable. ...... Getevevere Bessie vere é 68 
Wntaviona bleterererckeletouctersueraletesvelons > 13 
No conclusion or comment........ 19 
Percentages of favorage answers by marketing function performed are: 
Percent 
GEOWETS ANC SOIPPeT'S ares s)aie's = 5-5 73 
Wholesalers...... pie ater tetates eps e's Ge 60 
Chainstore produce managers..... ee 
The lower percentage of wholesalers responding favorably to this question could be 
linked to their evaluation of the effect of the process on sales volumes. A number of 
wholesalers thought radiation processing would lower their sales volume because spoil- 
age would be reduced and then less total volume would be required to supply the market. 
The following comments contain the main ideas in the survey answers to question l. 
Unfavorable: 
In) ocared of process," 
2. ''Process is tco expensive at present. '"' 
3. "Cannot justify because produce keeps well enough now.'"' 
4, "Industry should react violently to this process. It would result in lower prices. 
There is a surplus of fresh vegetables now and spoilage is a blessing." 
Favorable: 
1. "Assuming the process could be applied without material change in color, flavor, 
quality, etc., at a reasonable cost and with Government approval, then I think the industry 
would welcome it." 
2. "If proven safe for human consumption, industry would welcome it because it is 
always looking for ways to upgrade quality and appearance of products placed on the 
market." 
3. ''Could allow more fresh marketing and extend fresh marketing season." 
4. ''The process would help to regain some of the market lost to processed." 
6 ; A A : . 
Those interested in more details are referred to the tables in appendix A. 
