This paper uses data from 40 personal interviews with meat department managers at grocery stores and supermarkets to investigate managers' expectations regarding the profitability potential of irradiated red meats. The study models managers' profitability expectations as function of many attributes and factors, such as the meat manager's or store's characteristics, how familiar the meat manager is with irradiation, and opinions held by the manager regarding irradiation's benefits consumer acceptance. The study also examines how profitability expectations may influence the expected timing of adoption by the manager's retail store, the projected percentage of red meats eventually allocated to irradiated red meats, and merchandising strategies.