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Bruno's Introduces SureBeam Irradiated Beef to Southern Markets

BIRMINGHAM, Ala. - Southern retailer Bruno's Supermarkets Inc., a unit of Ahold USA, on Thursday said that it would begin selling SureBeam processed fresh ground beef throughout the its more than 170 stores, including Bruno's, Food World, FoodMax, Food Fair and Fresh Value, beginning Feb. 26.

Bruno's is the first retailer in its four-state service area of Alabama, Georgia, North Florida and Mississippi to offer irradiated case-ready ground beef processed with SureBeam Corporation's electron beam technology, a process that uses ordinary electricity to virtually eliminate bacteria that causes food borne illnesses.

"Food safety has always been top priority for Bruno's, which is why we're offering this new choice in ground beef," said Donald Long, director of advertising at the Birmingham, Ala.-based chain. "We believe our customers will appreciate having the option to choose between irradiated and non-irradiated ground beef products," he added.

Bruno's Supermarkets will offer the SureBeam processed fresh ground beef in one-pound 93-percent and one-pound 85-percent lean ground beef packages.

"Irradiated foods are approved, supported or endorsed by the USDA, FDA, American Medical Association and many other organizations," said Larry Oberkfell, SureBeam's chairman, president and CEO.

While irradiation reduces the food-borne illness risk, Long is reminding consumers that the process complements -- but does not replace -- proper food handling techniques.
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