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Marketing for B2B Technologies

Product Development: Food Irradiators


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In 1995, I conducted a study for Westinghouse and the U.S. Department of Energy (based at Hanford Nuclear Reservation in Washington State) to determine if radioactive isotope Cesium-137 could compete in the marketplace against Cobalt-60 and electron beam machines as a radiation source to irradiate foods and improve consumer food safety.
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Results:  This product idea was spiked, mainly because the potential marketplace expressed safety concerns due to the fact that Cesium-137 expands and contracts with thermal cycling, and is soluble in water. By comparison, the incumbent radiation source Cobalt-60 is thermally stable, and non-soluble in water. Typically, irradiation facilities have relied on water to provide radiation shielding.

​Moral of the Story: not all product ideas should be brought to market.

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  • Home
  • Case Studies
    • Lead Generation >
      • Digital Oscilloscopes
      • EMC/EMI Marketplace
      • Food/Beverage & Chemicals
      • Fiberglass Grating
    • Market Development >
      • DNA/RNA Analysis
      • Semiconductor Programming
      • Pharma/Biotech Cleanrooms
      • RF Calibration
    • Product Development >
      • Fire Inspection Devices
      • Underground Pipe Locators
      • 6 1/2 Digit Bench DMMs
      • Current Clamp Meters
      • Food Irradiators
      • Circuit Breaker Diagnostics
      • Moisture Analyzers
    • Marketing Communications >
      • Technical Writing
      • Public Relations >
        • AATI
        • Kistler Morse
        • Liberty Labs
        • Ryan Instruments
        • Midcon Cables
        • Chemgrate
        • Western Display Fireworks
        • Fluke Networks
      • Sales Tools >
        • AATI
        • Kistler-Morse
        • Ryan Instruments
      • Print Ads >
        • AATI
        • Arizona Instrument
        • Ryan Instruments
      • Business Articles
  • Technologies
    • Analyzers & Instruments
    • Test & Measurement Equip
    • Refrigeration & HVAC
    • General Industrial
    • Optics
    • Nuclear-Related
    • Software and Related
    • Components
    • Computer Hardware
    • Systems
    • Medical
  • Research Snapshots
    • Fire Fighting
    • Ultrasonic Level Detection
    • Facility Lighting Systems
    • Aircraft Repair
    • Underground Pipe Locators
    • Drug Moisture Analysis
    • ESD Guns
    • Semicon Programming
    • Calorimeters
    • Installing Fiber Optics
    • Clamp Meter Displays
  • About