The potential benefits of food irradiation are yet to be realized due to slow progress in the commercialization of the technology. Processing food with ionizing radiation has encountered several barriers, one of which is the belief that consumers will not purchase irradiated food and a consequent caution among food retailers and producers. There is sufficient evidence that consumers will purchase irradiated foods when offered at retail in contrast to the data from many surveys of general public opinion. Communicating this evidence to food retailers and producers is essential if a major barrier to a greater use of the technology is to be overcome