SureBeam has said that its processed fresh ground beef will now be stocked at D'Agostino Supermarkets throughout New York City.
The move follows hot on the heels of competitor Food Technology's recent announcement that another leading US supermarket chain is to stock its irradiated meats.
D'Agostino is the first New York city retailer to offer meat processed by SureBeam's electron beam technology, a process that uses ordinary electricity to eliminate bacteria which the company claims does not compromise the taste, texture or nutritional value of the food. Currently the company's processed fresh ground beef is currently available in several case-ready product offerings.
"At D'Agostino, food safety has always been number one," said Nicholas D'Agostino, chairman of D'Agostino. "When we were introduced to SureBeam, we learned more about the technology and tasted the product, we were impressed. We believed many of our customers would like the opportunity to try the product."
Similar to a microwave oven, the SureBeam technology uses ordinary electricity as its energy source to irradiate and help eliminate harmful food borne bacteria such as E. coli, listeria, and salmonella. The patented system is based on electron beam technology that destroys dangerous bacteria, much like thermal pasteurisation does for milk.
"Food safety and food quality are high priorities for consumers today and SureBeam technology enables retailers to provide their customers with safer alternatives without compromising product quality," said Larry Oberkfell, SureBeam's CEO.
Although food irradiation has been steadily gaining ground in the US during the course of the last ten years, it is still viewed with scepticism by many consumers. Several organisations there are indeed opposed to the use of the irradiation for food, claiming it alters the chemical properties of the food, which can promote carcinogenic properties.
The recent introduction of Food Technology's irradiated foods to another leading US supermarket chain caused a public backlash, with demonstrations outsides stores.
In Europe, however, the tale is still quite different, with the EU only allowing the irradiation of dried herbs and vegetable stock. Naturally, the leading irradiation companies in Europe are currently doing battle with EU representatives to have the laws changed but they are up against even stiffer competition from anti-food irradiation bodies there. However with the growing acceptance of irradiated foods in the US, many industry observers believe that the European market will soon follow suit.
