Recognise this logo?
Of course you do; the “Australian Made Australian Grown” (AMAG) logo has been around for almost 30 years. Today it’s used by more than 2,000 companies on more than 10,000 products sold in Australia and around the globe.
The concept behind Australian Made is simple yet powerful. It is designed to help consumers choose products that are made or grown in Australia. While it was launched back in 1986 (by then-PM by Bob Hawke), the growing import market means it’s never been more important to distinguish between those products that are truly made or grown in Australia … and everything else.
Can I put the logo on my products?
You can’t simply slap the AMAG logo on your product. First you must register your products with the Australian Made Campaign Limited (AMCL), and meet their criteria. Remember, this isn’t just a great-looking logo — it comes with a strict set of rules governing exactly how it can be used. That’s what makes it so powerful.
Why use the Australian Made logo?
According to independent research by Roy Morgan, a staggering 98.8% of Australian consumers recognise the Australian Made logo. Moreover, the logo gives 88.6% of Australian consumers strong confidence that the product is true blue Australian. And because Australians prefer to buy Australian, this is some of the most powerful marketing you can get. And with costs starting from just $300 +GST annually, it is also one of the most affordable marketing tools you can get.
There are five different types of AMAG logos you can use, depending on your product:
- Australian Made: The product has been manufactured in Australia, and at least 50% of the cost of making it can be attributed to Australian materials and/or production processes. Update: From 1 July 2016, imported foods that are only sliced, canned, reconstituted or repackaged here cannot make this claim.
- Australian Grown: All of the significant ingredients making up the product are grown in Australia. Also, all — or nearly all — of the processing has been carried out in Australia. Update: From 1 July 2016, the “Grown in Australia” label can only be used for food where 100% of the ingredients are Australian grown.
- Product of Australia: This is very similar to Australian Grown, but may also include manufacturing processes carried out in Australia. Update: From 1 July 2016, this only applies to food where 100% of the ingredients are Australian and all major processing has been done here.
- Australian Seafood: All of the significant ingredients are grown or harvested in Australia. And all — or the vast majority — of the processing has been carried out in Australia.
- Australian: Used in export markets only. The product must meet the criteria for one of the above four claims.
For food items, see below for detail of the update coming into force on 1 July 2016.
How can manufacturers use the logo for exports?
If you’re seeking international growth — say to the growing Indian market, or to take advantage of the newly minted FTA with China — or already do export products overseas, the Australian Made logo can make all the difference. Just this month, the logo has been registered in Singapore, marking another huge push in its international expansion.
The logo is already registered in South Korea, China and the United States, and there are plans for a big push into the Asian market this year in line with export growth to this region. (See here for thoughts on how Australian food manufacturers can become Asia’s deli.)
Australian products are in high demand throughout Asia, so giving a clear indication that your products are Australian made can boost sales.
Is there a difference between ‘Australian Made’ and ‘Australian Owned’?
Yes, there is a big difference. Many Australian companies can make the claim they are “Australian owned” or even simply “proudly Australian”, but that doesn’t mean that the products are Australian made. It’s as close as you can legally get to saying the products are made in Australia, when they are actually manufactured overseas and imported.
Change to Australian Made for Food Producers – What you need to know
Find out more about Australian Made Australian Grown logo, and apply online at www.australianmade.com.au. The Australian Made Campaign has also just launched an interactive resource hub for Australian businesses. The portal — whose centrepiece is an online connection point for buyers and suppliers of Australian products — can be used to search for certified Australian Made products with a B2B application and access business opportunities available only to Australian manufacturers and growers.
You may also find it interesting to read about the new “Industry Growth Centres”, being rolled out early this year to increase Australia’s competitiveness and productivity in key 5 industries by focusing on areas of competitive strength. This, in turn, will help the nation transition into smart, high-value and export-focused industries.