Meat managers' expectations regarding marketing of irradiated red meat

To reduce the health risks associated with food borne pathogens, on December 15, 1999, the United States Department of Agriculture (USDA) Food Safety and Inspection Service (FSIS) approved the sale of irradiated uncooked red meat products (USDA/FSIS, 2001). In spite of this policy change, many food retailers have not started selling irradiated red meat products. This study examines grocery retail meat managers' expectations regarding if and when their store will likely market irradiated red meat and potential marketing strategies. Differences in expectations of pricing/branding strategies and of potential costs and benefits from selling irradiated red meat products are examined across type of retailer, education level of the meat manager, and experience level in the food retail industry. The managers' profitability expectations of selling irradiated red meats are examined, along with possible influences on these expectations. Possible influences on profitability expectations include education of the meat manager, store type, familiarity with legal regulatory requirements, views on potential risks to environment and health, potential benefits of shelf-life extension, potential time-savings, and their beliefs about how consumers may react to irradiated products. Data to conduct the study were obtained through in-person interviews of 40 Knoxville area managers of grocery retail meat departments during the summer of 2001.