Technical research has progressed to a point where an evaluation of the economic 
feasibility of this new process is needed. To develop this objective requires information 
on (1) trade and consumer acceptance; (2) costs and benefits of radiation processing com- 
pared to other processes currently in use; and (3) the probable effect of radiation process - 
ing On prices, supplies, and market structure of commodities considered. The opinion 
survey described in this report is a first step in determining the economic feasibility of 
pasteurizing selected fresh produce with radiation. 
Preliminary estimates were obtained for fresh strawberries, peaches, tomatoes, 
grapes, oranges, and grapefruit.° Growers, shippers, wholesalers, and chainstore 
produce managers were asked for their opinions about: 
Expected produce industry and consumer reaction. 
Expected advantages and disadvantages of the process. 
Costs for the process that might be absorbed by the market system. 
Extension of refrigerated storage life needed for each commodity. 
Expected effect on market volume. 
Size, type, and location of radiation processing facilities needed. 
Om WN 
Other research is planned to develop additional information needed to complete the analysis 
of economic feasibility of processing and marketing selected radiation pasteurized fruits 
and vegetables. 
THE SAMPLE 
A sample of 306 relatively large fresh produce firms was selected as follows: (1) 171 
growers and shippers were selected from among firms with an annual volume of 100 car- 
loads or more, and (2) 135 firms at other levels in the marketing channel from among 
those handling an annual volume of 200 carloads or more.* Alternate firms were selected 
and were used as replacements when sample firms could not be interviewed during the 
time field interviewing was planned for their production area or market city. 
Growers and shippers in the sample comprised about 20 percent of the larger firms 
located in 10 major producing States for the six commodities considered (appendix A, 
table 3).? These States accounted for 71 to 98 percent of U.S. annual average 1954-58 
production of the selected fruits and vegetables (appendix A, table 4). 
Produce wholesale firms and chainstores included 35 firms in Boston, 46 in Chicago, 
and 54 in New York (appendix A, table 6). These cities were selected because they are 
major market areas with relatively long lengths of haul from the important producing 
States for the commodities being studied. 
PERSONAL INTERVIEWING PROCEDURE 
A letter was sent to prospective respondents about 2 weeks before they were contacted 
for interviewing. It asked for their cooperation in the survey and included a brief @xplana- 
tion of radiation pasteurizing, together with laboratory research findings when the proc- 
ess was applied to some of the fruits in the survey (appendix B). 
The interviews were conducted by staff members experienced in fruit and vegetable 
marketing research. Before the interview, general characteristics of radiation pasteuriz- 
ing were discussed with each respondent, and the enumerator answered questions asked 
about the process. 
3 The research procedures were similar to those of an earlier study, '’ Marketing Feasibility Study of Radiation Processed 
Fishery Products,'' U.S. Atomic Energy Commission, WASH 1030, December 1960. 
4 The sample was selected from firms listed in The Blue Book, A Credit and Marketing Guide for Wholesale Handlers and 
Users of Perishable Fresh Fruits and Vegetables in the U.S. and Canada, published semiannually by the Produce Reporter Company, 
Wheaton, Il. 
> Tables 3 to 16 are in appendix A. 
