especially important for highly perishable items such as strawberries,, The re= 

 frigerated shelf-life of fresh strawberries can be doubled by an applied ionizing 

 radiation dose of 220 kilorads (appendix table IS). 



Because radiation-pasteurization 'increases shelf-life, it would help shipments 

 of fresh produce reach their destination in good condition, This would be a plus 

 factor for produce packing firms attempting to promote their own brands. 



Investment requirements for radiation facilities would represent an increase in 

 the height of the barriers to entry for new produce packing firms (tables 6 and 7). 

 Consequently, if radiation-pasteurization should be adopted, one could expect fresh 

 produce packers to increase in size and decrease in number, and the surviving firms 

 possibly to experience some increase in market power. It should be emphasized 

 that radiation capacity can be enlarged either by replicating small irradiators or 

 by installing larger ones. 



For retailers, produce usually represents only one of several important de- 

 partments. Therefore, their numbers and sizes would not be influenced significantly 

 by radiation-pasteurized produce. However, direct buying would be expected to 

 increase because it should then be easier for independent and cooperative chain- 

 store buyers to locate and buy large volumes of quality produce. 



Other market implications derive from the possibility of substituting radiation- 

 pasteurization for use of chemicals for spoilage inhibition should their residues 

 be disallowed on fresh produce. For instance, diphenyl is commonly used do- 



mestically to control the spoilage of oranges and grapefruit. However, the German 

 government has announced that diphenyl treatment will be prohibited on imported 

 citrus after December 31, 1965. 



Export produce marketing has generally required more time than domestic 

 produce marketing. Thus, because spoilage losses increase with the length of time 

 required for marketing, radiation- pasteurization would appear to have a relatively 

 greater potential for exported produce. This suggests the need for economic fea- 

 sibility studies of radiation°pasteurizing fresh produce for export. 



This study is based on the most recent technical information available; it suggests 

 there is economic potential in domestic markets for radiation-pasteurized produce. 

 A more complete analysis of economic feasibility should include estimates of market 

 promotion costs and consumer acceptability in addition to estimates of irradiation 

 costs. 



Commercial radiation- pasteurization would involve expensive facilities and 

 equipment. Some large packers would install their own facilities, but separate 

 enterprises also might be operated on a custom basis, in much the same way that 

 most vacuum- cooling facilities are operated. 



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