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The Australian Made Campaign says branding is key now the TPP has been signed
THE Australian Made Campaign has issued a reminder to businesses to boost country-of-origin branding on products and produce as an important part of their strategy to leverage the new export opportunities available via the Trans-Pacific Partnership (TPP).
“The TPP will significantly reduce trade barriers, opening up new markets for Aussie growers and manufacturers, but it is important that they make the most of the marketing opportunity presented by ‘being Aussie’,” Australian Made Campaign Chief Executive, Ian Harrison said.
“Prominent country-of-origin branding will play a key role in driving sales in the Pacific region, which has demonstrated increasing demand for Australian products and produce.”
The Australian Made Campaign administers and promotes the country’s only registered country-of-origin certification trade mark for all classes of Australian goods, the green-and-gold Australian Made, Australian Grown kangaroo logo.
“The stylised kangaroo has been used to promote genuine Aussie products and produce for almost three decades, and the research shows it works,” Mr Harrison said.
Research clearly establishes that the Australian Made, Australian Grown logo is by far Australia’s most recognised and trusted country-of-origin symbol.
In addition, surveys conducted by YSC Online in 2010 found that products carrying the logo in export markets were more likely to have increased sales than those which did not.
“Australia has earned itself a reputation for making and growing high quality products and produce, with the Australian dollar falling in value, demand for Aussie exports is growing strongly,” Mr Harrison said.
“For many small businesses involved in export, the Australian Made, Australian Grown logo, with its proven, established links to Australia, becomes their strongest brand in the marketplace.”
In addition to its role as a marketing tool in countries worldwide, the logo is already a registered certification trade mark in TPP nations Singapore and the USA. Plans for further registrations are underway.
ABOUT THE AUSTRALIAN MADE, AUSTRALIAN GROWN LOGO
The green-and-gold Australian Made, Australian Grown (AMAG) logo is the only registered country-of-origin certification trade mark for the full range of genuine Australian products and produce.
The AMAG logo supports growers, processors and manufacturers in Australia by helping businesses to clearly identify to consumers that their products are Australian. At the same time it provides consumers with a highly recognised and trusted symbol for genuine Aussie products and produce. It does both of these things in conjunction with a campaign encouraging consumers to look for the logo when shopping; it has been doing this since its introduction by the federal Government in 1986.
The AMAG logo can only be used on products that are registered with the not-for-profit organisation Australian Made Campaign Limited. The strict set of rules governing the logo’s use also require that it must always be used with one of five descriptors; ‘Australian Made’, ‘Australian Grown’, ‘Product of Australia’, ‘Australian Seafood’ or ‘Australian’ (for export use only). To use the logo goods must meet the criteria set out in the Australian Consumer Law as well the more stringent Australian Made, Australian Grown Logo Code of Practice. More than 2350 businesses are registered to use the AMAG logo, which can be found on some 15,000 products sold here and around the world.
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