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Abstract

The objective of this study is to assess meat managers' expectations about impact of the recent regulatory approval of irradiated raw meat and meat products on marketing decisions and plans by supermarkets and grocery meat retailers. Forty managers of meat departments were interviewed in person to obtain the information for the study. While many of the meat managers believed that irradiation would help increase shelf life and reduce spoilage, they were less optimistic about consumers being willing to pay a higher price for the irradiated product than the non-irradiated product.

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