Selling Australian food and beverages overseas? Capitalise on the green and gold kangaroo

The Australian Made, Australian Grown (AMAG) logo encapsulates many of the wonderful attributes Australia is famous for and is central to ‘Brand Australia’ both at home and overseas. In export markets, the AMAG logo makes the ‘Australian connection’ instantly and clearly, providing recognisable third-party accreditation and delivering confidence to consumers.

Australian food and beverage products sold domestically cannot carry the AMAG certification trademark as a standalone country of origin symbol (instead, they must carry the Government’s mandatory country of origin food label).

But did you know, food brands can still apply the AMAG logo to their exported food products and capitalise on the logo’s power in export markets?

In fact, Recent Horizon Consumer Science research found the best way of increasing international consumer consciousness to buy Australian in through prominent placement of the AMAG logo.

The research, which was carried out in six diverse export markets, found 97% of international consumers had a positive first impression of the AMAG logo, 87% believe products carrying the AMAG logo are from Australia, and 72% became intrigued about a product once they saw the AMAG logo.

At the time, Horizon Consumer Science CEO, Ian Cesa, said findings highlighted the strength of the Australian Made logo in international markets.

“The presence of the Australian Made logo on Australian products captures the attention of international consumers and elicits the many positive qualities that they associate with Australia,” Dr Cesa said. “In a shopping environment that is well stocked with products from other countries, the presence of the Australian Made logo makes Australian brands and products substantially stand out.”

In export markets, licenced products can use the AMAG logo:

• On product labelling

In export markets, businesses licenced by AMCL can use the AMAG logo and appropriate, approved descriptor (‘Australian Made’, ‘Product of Australia’, ‘Australian Grown’, Australian Seafood, ‘Australian’) directly underneath.

There is no requirement to include the government’s bar chart showing the percentage of Australian ingredients.

• In advertising

The AMAG logo strengthens a product’s country of origin claim and is often a key element in advertising strategies. The AMAG logo can be used in all advertising material relating to registered products, including TV, print, out-of-home and online advertisements.

• On point-of-sale material and in retail promotions

Research shows international consumers want to purchase Australian products and produce. Make it easy for them to identify your products as Australian. Supply retailers with relevant merchandise and talk to them about the best way to promote your goods.

• In brand activations and at trade shows

Australian Made and Australian Grown are key selling points; make sure your business partners, importers, retailers and distributors are aware of this. Include the AMAG logo and statements about the authenticity of the origin of your product on your promotional material at events and trade shows.

Whatsmore, the AMAG logo is a registered trademark in China, the European Union, Hong Kong, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan, United Arab Emirates, United Kingdom, United States of America and Vietnam. Providing a solid legal framework in each jurisdiction for protection of the logo - and, by extension, the brands that carry it.

So what are you waiting for! Register your Australian food and beverage products to use the logo in export markets here: https://australianmade.com.au/licensees/register/