Consumers Accepting Irradiated Beef

February 14, 2002

Consumer acceptance of irradiated ground beef is growing, according to a checkoff-funded study conducted on behalf of the Cattlemen's Beef Board (CBB). The study, which measured consumer perceptions about irradiated ground beef, revealed a sizeable potential market for the product. Irradiation can virtually eliminate E. coli O157:H7 and greatly reduce other pathogens, enhancing the safety of ground beef. The technology was approved for use on white potatoes in 1965, fruit and vegetables in 1986, pork in 1986, poultry in 1990, and beef in 1997.

Researchers found that a person's acceptance of irradiated beef was greatly influenced by initial perceptions. Four consumer segments were identified - strong buyers (27% of the test group), interested (34%), doubters (24%) and rejecters (15%). The first three are potential markets for irradiated ground beef, and by implementing consumer education programs and continuing product quality research, this market should continue to grow.

Nearly all the "strong buyers" were ready to buy irradiated ground beef before the study, more likely to buy it after trying it and willing to pay 10 cents a pound more for it. The "rejecter" segment snubbed placebo ground beef patties - non-irradiated burgers that were labeled as irradiated in the study - as often as the irradiated patties. The study said no amount of information would convince this group, which generally rejects any new product.

The good news is, on average, there were no palatability issues, says John Lundeen, a managing director/partner at the Sterling Rice Group, which conducted the independent study along with Talmey-Drake Research and Strategy, Inc. "There is a market for this if it's supplied as a choice in supermarkets and there's even a broader market for it in foodservice. There is a good core who want to buy it and another group who are on the fence."

Lundeen adds, "As it's provided as a choice, there are other people who over time will become more comfortable with the concept. The upsides outweigh that minority that is not comfortable with this." To gain greater acceptance of irradiated ground beef by those sitting on the fence, the study said the beef industry must address color issues - irradiation tends to turn patties darker and more reddish brown.

There are also consumers who have a problem with the word "irradiation," which they erroneously connect to "radiation," even though irradiation uses electron beam technology (electricity). Research showed that changing the name would help - but federal government approval would be required first. An early 1990s study at Purdue University found that more than 90 percent of consumers were willing to buy foods processed with irradiation once they understood the process.