ROCHESTER, N.Y. -- Wegmans Food Markets here last week took out a full-page ad in the New Jersey edition of the New York Times to explain its store-brand irradiated ground beef to consumers, a move a marketing consultant described as highly unusual and potentially highly effective. Headlined "A Rare Opportunity," the ad showed a large hamburger nearly overflowing its bun. The text contained answers to 10 questions about irradiation, including "What does irradiation do?" and "Is irradiated ...

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