C O M P A N Y O V E R V I E W
AUSTRALIAN MADE CAMPAIGN:
Australia’s registered count of-origin certification trade
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Worker at Sutton Tools
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he not-for-profit Australian Made Campaign administers and promotes the famous green-and-gold kangaroo logo, Australia’s registered country-oforigin trade mark. The iconic Australian Made, Australian Grown (AMAG) symbol has been identifying Australian goods since 1986, and is now used by 163
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more than 2000 companies on some 15,000 products to identify genuine Aussie products and produce. The stylised kangaroo has been used in countries all over the world by exporters to clearly establish their products and produce as Australian. In fact, approximately one third of the companies who use the logo, export their goods. The logo
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provides crucial authenticity in these export markets, reinforced in recent years by the registration of the trade mark in China, Singapore, South Korea and the USA, with plans for further registrations underway. Market research* reveals more than 98% of Australian consumers recognise the logo, and 88% trust it. It is backed by a multi-million dollar marketing and communications campaign, and its significant and growing recognition and trust in Australia throughout the world, particularly in Asia, make it a powerful marketing symbol for Australian growers and manufacturers.
listing, fully searchable by name or products offered and integrated with social media.
Australian Made branded stores 2015 also marks the launch of ‘Australian Made’ branded stores in China, under a new partnership with Australia Made Shop Pty Ltd (AMS). There is already a network of Australian Made branded stores in South Korea. AMS will only showcase products certified to carry the AMAG logo to the affluent Chinese market. Initially launching in the Shanghai Free Trade Zone in February, stocking shelf-stable products, stores are set to open in other major A comprehensive online database cities throughout 2015, with the The Australian Made Campaign intent to offer fresh produce as well. recently launched its new website, Australia’s Federal Minister for www.australianmade.com.au. Small Business, Bruce Billson, said Featuring products and produce an ‘Australian Made’ retail presence from thousands of Australian showcasing the very best and most farmers and manufacturers, the authentic Australian products to the website enables consumers to crucial Chinese market was truly quickly and easily find locally exciting. “Knowing that suppliers made, grown or caught products. have an ‘on the ground’ partner Only products certified to carry to market their ‘Australian Made’ the AMAG logo can be featured. products to increasingly discerning Every business has its own online Chinese consumers builds exporter w w w. a u s t r a l i a n m a d e . c o m . a u
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A U S T R A L I A N M A D E C A M PA I G N confidence and optimism, and local jobs and economic opportunities,” Mr Billson said. The certification process If your products are made or grown in Australia, you could be eligible to use the Australian Made, Australian Grown logo. To qualify, your products must comply with the criteria for one of the following descriptors: • Australian Made: The product has been made in Australia and over 50 per cent of the cost of production cost has been incurred in Australia. • Australian Grown: All significant ingredients are grown in Australia and almost all processing has been carried out in Australia. • Product of Australia: All significant ingredients come from Australia and almost all of the manufacturing/processing has been carried out in Australia. • Australian Seafood: All significant ingredients are grown/ harvested in Australia and almost all processing has been carried out in Australia. • Australian (for export use only): The product must satisfy the criteria 165
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for at least one of the four preceding claims, and not be misleading. It is important to note that, for food products, the rules for using the AMAG logo with an ‘Australian Made’ claim are more stringent than those applying under the Government’s Australian Consumer Law. A stricter set of criteria about what actually constitutes ‘substantial transformation’ was introduced several years ago to reduce any confusion about a food product’s true country-of-origin. Australia’s reputation for high quality, health and safety standards in manufacturing has helped to create a strong nation brand for businesses to leverage, and if you qualify to use the logo, there are a few easy protocols you can put in place to be sure you get the most out of it. These include: • Placing the logo clearly and visibly on the front of product packaging; • Promoting the logo extensively across all marketing and communications materials • Using the logo as part of your sales pitch, to help convert sales and secure Government contracts.
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Ian Harrison, Chief Executive, Australian Made Campaign
How much does it cost? The annual licence fee is based on the actual sales of licensed products for the previous 12 months, and is charged based on the range your turnover falls into. There is a fixed fee associated with each range. The minimum fee
is $300 plus GST for annual sales up to $300,000, and the maximum fee is $25,000 for annual sales over $45,000,000. To find out more, visit www. australianmade.com.au/forbusiness.
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Australian Made Campaign Address 161 Park Street, Suite 105, South Melbourne VIC 3205 Tel. (03) 9686 1500 Fax. (03) 9686 1600 info@australianmade.com.au www.australianmade.com.au