S Perishables

FAt a Washington, D.C., conference on food irradiation, a consumer-research study was released that showed that 79% of consumers would be very or somewhat likely to purchase food labeled "irradiated to kill harmful bacteria," and 81% would be very or somewhat likely to purchase irradiated food for their children. Only 20% of respondents said they were unlikely to purchase irradiated food. Consumers also want to know more about irradiation's effect on bacteria and nutrition (60% of those interviewed), and they want to hear it from health and medical professionals—not their local supermarket or the media, both of which rated lowest on the "who-do-you-believe," ladder. An interesting response, "not having to cook ground meat until it is well done" was only rated by 37% as very important. The study was sponsored by the American Meat Institute, Food Marketing Institute, Grocery Manufacturers of America and National Restaurant Association. For a copy of the report, call FMI's research department at 202-429-8286.



"Consumers are hampered more by missing information than misinformation," says Sylvia Rowe, president of the International Food Information Council (IFIC) Foundation, Washington, D.C. This is revealed in a study by the IFIC Foundation that analyzed three months of coverage in 38 national and regional television, newspaper and magazine outlets. Coverage rarely provided enough context to be useful to consumers, and the media gave slightly more attention to the health risks of foods than to their benefits. The full report, "Food For Thought II," is available by calling 202-296-6540. It is also available with an executive summary, on-line at www.ificinfo.health.org.