Australian Made supports the call for collaborative, consistent branding of food in export markets

The Australian Made Campaign today welcomed comments made by Fortescue Metals Chairman, Andrew Forrest, at the Bao Forum for Asia on China’s Hainan Island this week, calling for Australia’s food and agriculture sectors to work together more closely to promote their products using a ‘Brand Australia’ strategy.

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

Mr Harrison said the already well-established Australian Made, Australian Grown logo should form part of the food labelling system envisaged by Mr Forrest, to provide consumers in markets everywhere with better surety of the true origin of the food they are purchasing.

“The iconic green-and-gold kangaroo logo has been clearly identifying Australian produce in export markets for 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 for the production of food, so it makes sense to place a strong emphasis on promoting the Australian brand and defending the authenticity of food supplied from this country.”