Australian Made welcomes Government commitment to unified, consistent branding for Australian exports

The Australian Made Campaign has welcomed the Federal Government’s commitment to a stronger, 'unified national brand' for Australian exports, in the release of its Foreign Policy White Paper.

“The power of consistent branding, both here and overseas, cannot be overstated,” Australian Made Campaign Chief Executive, Ian Harrison said.

Mr Harrison said the already well-established Australian Made, Australian Grown logo should be a central part of the Government’s effort to support local farmers and manufacturers taking their goods abroad. It is by far Australia’s most recognised and trusted country-of-origin symbol.

“The iconic green-and-gold kangaroo logo has been clearly identifying Australian goods in export markets for more than 30 years with great success, so there is a pivotal role for the symbol to play in any ‘Brand Australia’ strategy,” Mr Harrison said.

“Australia enjoys a strong reputation internationally for its clean, green environment and high standards, so it makes sense to place a strong emphasis on promoting the Australian brand and defending the authenticity of goods supplied from this country.”

The Australian Made logo is currently used by nearly 3,000 businesses across more than 20,000 products sold all over the world.

Its international reach is supported by its legal registration in key export markets such as China, USA, South Korea and Singapore.

“The logo has been used in global marketplaces extensively throughout all of its 31 years, including as high level branding at many trade shows and exhibitions, to clearly and effectively highlight the Australian exhibitors,” Mr Harrison said.

The logo is now also a central plank of the Government’s new country-of-origin food label, which becomes mandatory for almost every Australian food product sold in Australia as of July next year, further enhancing its role as Australia’s global product symbol.

Following the release of the Foreign Policy White Paper, the Australian Chamber issued a media release reaffirming its support for the Australian Made, Australian Grown logo to become the umbrella brand to identify all Australian products.

“It is important we leverage the equity from the popular green and gold kangaroo logo, which has come to symbolise our clean, green, high-quality products,” Australian Chamber Chief Executive Officer, James Pearson, said.

In a submission to the Federal Government earlier this year, the Australian Chamber encouraged the Government to redirect its current investment in brand development and focus on a partnership with the Australian Made Campaign.