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HAMPTON ROADS, Va.--Supervalu's Farm Fresh supermarkets unit in Virginia has become the latest chain to offer irradiated ground beef processed with SureBeam Corp.'s electron beam technology, SureBeam said. Sales of the case-ready product began Sunday at the 37 Hampton Roads-area supermarkets.
Concerns over food safety and an apparent lessening of consumer resistance have led a number of supermarket companies to begin offering their shoppers the option of irradiated ground beef. Irradiation helps to eliminate harmful bacteria, including E. coli, listeria, and salmonella.
"We have made a deliberate and conscious decision to offer our customers a choice to purchase SureBeam processed fresh ground beef," said Farm Fresh president and c.o.o. Ron Dennis. "By doing so, we are giving consumers an opportunity to purchase a quality ground beef product wherever our stores are located."