Consumers Endorse Irradiated Meat in Florida; Food Technology Service, Inc. Announces Sales of Colorado Boxed Beef Irradiated Fresh Ground Beef Surpass Expectations.

Business Editors

AUBURNDALE, Fla.--(BUSINESS WIRE)--Aug. 2, 2000

Several Florida retail outlets continue to report stronger than expected sales of irradiated fresh ground beef.

Store officials at DeLoach's Meat Market in Lakeland and Stuart's Finer Foods in Stuart say their only problem is keeping the product in stock.

"The public response to Colorado Boxed Beef fresh ground beef has been very enthusiastic. A small handful of activists have attempted to suggest that stores have discontinued the product, but that's only because it has sold out so quickly and we've had to work hard to restock," said Steve Saterbo, president of Colorado Boxed Beef. "Scare tactics and phony science will not work because we now have evidence that consumers want the choice of having an extra measure of protection against food-borne illness." "Our only problem thus far is keeping the product in stock," said Roy DeLoach of DeLoach's Meat Market. "Consumers know that this irradiated fresh ground beef is a wholesome product and they're buying more of it than I expected." "Deloach's Meat Market and Stuarts Finer Foods are to be commended for being among the first in the nation to offer irradiated ground beef to the people of Florida and I hope more will do the same." said Dr. Richard Hunter, Deputy State Health Officer, Florida Department of Health. "Irradiation has proven to eliminate food-borne pathogens and prevent food-borne illness. Now consumers have the option of purchasing irradiated products and putting the safest food available on their family's table."

Irradiation is a process similar to pasteurization, which uses ionizing energy to eliminate bacteria in food, such as E. coli, Listeria and Salmonella. According to the Centers for Disease Control and Prevention, food-borne illness affects more than 76 million Americans annually, resulting in 5,000 deaths.

Customers can identify fresh irradiated ground beef by the international symbol for irradiation - the radura - a green flower inside a broken circle, which is increasingly becoming recognized as a symbol for food safety.

"The irradiation of ground beef is frequently compared to the pasteurization of milk for the revolutionary food safety benefits it provides. But, if early signs of customer demand are any indication, irradiation will gain public acceptance much faster than pasteurization did," said Pete Ellis, President of Food Technology Service.

In addition to fresh ground beef, Colorado Boxed Beef Company has also announced plans to soon offer frozen patties and frozen chicken, all under the brand label of New Generation. Irradiated ground beef was first made available June 16 through a partnership between Food Technology Service, Inc. (Nasdaq: VIFL - news) and Colorado Boxed Beef Company (CBBC).

Food Technology Service was the first dedicated commercial food irradiator in the nation and currently irradiates the food consumed in space by NASA astronauts. In addition, Food Technology Service conducts ongoing testing and irradiation for major meat and poultry processors.

Food Technology Service, the country's most experienced commercial food irradiation company, is dedicated to preventing food-borne illness by working with the public health community and industry in a concerted, strategic effort to educate consumers about irradiation's role in food safety.