Marketing of irradiated commodities in South Africa

Although the industrial exploitation of radiation processing in the medical and allied fields has been successfully marketed and applied for the past two decades in South Africa, the introduction of food radurisation on an industrial level adds a completely new dimension to the marketing of this processing technique. Extensive research into the use of radiation for the treatment of various foodstuffs has been carried out by the Nuclear Development Corporation of South Africa for more than a decade, resulting in South Africa being one of the first countries where a commercial irradiator dedicated to this branch of radiation processing, was established. The marketing of this process is especially difficult due to the emotive aspects associated with radiation and man's sensitive reaction to anything pertaining to his food. This situation was made even more difficult by the general public's apprehension towards nuclear activities throughout the world. In an attempt to transform the unfavourable public image associated with this process, an important first step was to form a National Steering Committee for the Marketing of Radurised Food, the members of which were drawn from various agricultural controlling bodies, the Department of Health, and other controlling bodies held in high esteem by the public, such as the Consumer Council and representatives from commerce and industry. This approach proved to be very successful and greatly assisted in creating a climate whereby the public in South Africa today generally has a favourable attitude towards the radurisation of foodstuffs. The development of this marketing strategy for food radurisation in South Africa is discussed in detail.