Government's proposed new food labelling system to incorporate Australian Made, Australian Grown logo

The Australian Made Campaign has welcomed the federal Government's decision to proceed with the implementation of a new mandatory country of origin food labelling system incorporating the Australian Made, Australian Grown (AMAG) logo. 

The proposal includes a new ‘contents graphic’, a bar chart showing the amount of Australian content, by weight, in the product. Where that product has been made or grown in Australia, the labelling will also include the AMAG logo.

The Government undertook extensive research of businesses and consumers regarding various options of graphics for the new system, and the AMAG logo, not surprisingly, was the clear preference.

The symbol has been promoting genuine Australian food products and produce for nearly three decades, and as the most recognised and trusted country-of-origin symbol in Australia, it makes good sense for it continue to do so.

Even more widespread use of the logo clearly identifying genuine Australian food products and produce should further boost the logo's strong connection to Australia, and with that, the sales of great Aussie goods in domestic and global marketplaces. We anticipate it will have a 'halo effect' on other product categories too. lifting the profile of all other products carrying the logo.

The new labelling system will be mandatory for all foods, except a few categories such as soft drinks and confectionery (ie product categories identified in the Government’s consumer research as being of low concern as regards country of origin). More detail on this is included in the link below.

Once introduced, a phase-in period will enable businesses to minimise and spread the cost of relabelling. A large education campaign directed at both consumers and business is envisaged by the Government.

The new labelling system will impact on the operations of Australian Made Campaign Ltd (AMCL) because of the mandated involvement of the AMAG logo – but it is of course too early to be at all clear about that.

The Board of AMCL met (by pure coincidence) on Tuesday 21 July (the day the Prime Minister announced the decision) and discussed the announcement at length. The Board welcomed the decision and committed AMCL to work with the Government to ensure the effective and efficient introduction of its new country-of-origin labelling system for foods.  

It should be recognised that it is very much early days for the proposed new system, because discussions now need to proceed with the States and Territories as the proposal involves food labelling. Hence a 2016 timeframe is realistic.

At this stage it is business as usual for AMCL and for use of the AMAG logo.

Licensees will be kept fully informed and advised as soon as further details come to hand.

In the meantime, please visit the Department of Industry’s website for more information.