The famous Australian Made, Australian Grown (AMAG) logo is the true mark of Aussie authenticity.
It's Australia's most trusted, recognised and widely used country of origin symbol.
The logo is underpinned by a third-party accreditation system which ensures products that carry the logo are certified as 'genuinely Australian'.
As a registered certification trademark, the AMAG logo can only be used on products that are registered with the not-for-profit Australian Made Campaign Ltd (AMCL) and meet the criteria set out in the Australian Consumer Law and the AMAG Logo Code of Practice.
For more than 35 years, the trusted green and gold kangaroo logo has helped thousands of brands communicate their Australian credentials to consumers, businesses and all levels of government. It does this instantly and clearly, as a powerful sales and marketing asset for authentic Aussie brands and a helpful shopping aid for consumers around the globe.
Changes to food labelling laws
Australian food and beverage products sold within Australia do not use the Australian Made, Australian Grown logo as a standalone country of origin symbol, and do not need to be licensed with the Australian Made Campaign (AMCL).
Although food labels include the green and gold kangaroo logo, Australian Made Campaign is not involved in administering or promoting food labels.
For more information see Food Labelling.
Recognition
Almost all (99%) Australians recognise the logo*
Trust
Most (93%) Autralians are confident that products carrying the logo are genuinely Australian*
Preference
Most (93%) Australians have a preference for Aussie products^
*Roy Morgan Research 2022 | ^Roy Morgan Research 2020
The Australian Made, Australian Grown logo
The rules for using the AMAG logo certification trademark require that it must always be used with one of the following descriptors
Australian Made
The product has undergone its last substantial transformation in Australia.
Australian Grown
All of the product's significant ingredients have been grown in Australia; and All or nearly all of the processing has been carried out in Australia.
Product of Australia
All of the product's significant ingredients come from Australia; and All, or nearly all of the manufacturing or processing has been carried out in Australia.
Australian Seafood
The product is a seafood product; and All of the product's significant ingredients have been grown or harvested in Australia; and All, or nearly all, of the processing has been carried out in Australia.
Australian
Can only be used in export markets; and The product must satisfy the criteria for at least one of the four preceding claims, and not be misleading.
Australian Food Labelling
The Australian Government has incorporated the Australian Made, Australian Grown kangaroo logo into a new country of origin label...read more
Australian Made & Owned | Australian Grown & Owned
Ownership is important to many Australians and for that reason a number of businesses choose to include '& owned' with the relevant country of origin claim for their products. The AMAG logo cannot be used on products which do not meet the criteria in the Code of Practice, irrespective of whether the company is Australian owned or not.History of Australian Made
The Australian Made, Australian Grown (AMAG) logo celebrated its 30th anniversary in 2016, but the origins of the campaign can be traced back over 100 years.
1930s - 1960s
The merits of buying Australian made have been advocated in Federal Parliament since Federation, and chambers of manufactures have been championing the cause in publications and press advertisements since the 1930s.
In 1961, a national campaign called Operation Boomerang was launched by the Associated Chambers of Manufactures of Australia to strengthen the profile of local manufacturing and encourage people to buy locally made goods. Its logo, a red boomerang on a blue background with the Southern Cross can still be seen today.
1980s - 1990s
In 1986, the Australian Government commissioned the introduction of the Australian Made logo. It was designed by Melbourne graphic designer Ken Cato and officially launched by then Prime Minister Bob Hawke. It was to be administered by the Advance Australia Foundation for the next 10 years.The logo reverted back to the Australian Government when the Foundation went into voluntary liquidation in 1996.In the late 1990s, the Australian Chamber of Commerce network established the not-for-profit company Australian Made Campaign Limited (AMCL), along with a new code of practice for the logo, and in 1999 it was officially relaunched by then Prime Minister John Howard.
2000s
In 2002, ownership of the Australian Made logo was transferred to AMCL. A Deed of Assignment and Management Deed ensure the Government’s ongoing connection to the logo remains strong.The logo was renamed the ‘Australian Made, Australian Grown’ logo in 2007 when the Federal Government decided to use it as the centrepiece of its new food labelling initiative, ‘Australian Grown’. Ken Cato was commissioned to give the logo a more contemporary look and feel, and the rules governing the logo’s use were extended to include fresh and packaged produce.
2010s
In 2011, the Code of Practice was revised to allow use of the ‘Australian Seafood’ descriptor with the logo.In mid-2012, Roy Morgan Research found that almost all Australian consumers (98.8%) recognise the logo, and it is the logo that gives the vast majority (88.6%) of Australian consumers strong confidence that a product is Australian.In 2016, the Australian Government incorporated the AMAG kangaroo logo into a new country of origin label, which then became mandatory for most Australian food products sold in Australia in 2018. Read more about Food Labelling.
2020s
The COVID-19 pandemic increased focus on Australian manufacturing. With many “buy local” initiatives taking place throughout Australia, AMCL encouraged shoppers and businesses to buy Australian. A 2020 Roy Morgan study found that nine in ten (89%) Australians believed Australia should be producing more products locally following the pandemic.Over the pandemic, AMCL saw a substantial uptick in Australian businesses licensing their products to carry the Australian Made logo. Australians saw a surge in public support for local jobs and economic activity whilst strengthening local manufacturing capabilities.In 2021, AMCL launched the first Australian Made Week – an annual multi-channel media campaign that encourages Australian shoppers to buy local products and look out for the iconic green and gold kangaroo logo when they shop, and also promote licensed Australian Made products and businesses. Since 2021, the media campaign has run each year with the following ambassadors:
- Australian Made Week 2021 Ambassador, Elyse Knowles (model and TV personality)
- Australian Made Week 2022 Ambassador, Adam Liaw (cook, television presenter and author)
- Australian Made Week 2023 Ambassador, Ash Barty (tennis champion, author, former Young Australian of the Year)
- Australian Made Week 2024 Ambassador, Jessica Mauboy (singer-songwriter and actress)
The demand for Australian Made products continues to grow. The Australian Made logo is used by more than 4,500 businesses on thousands of products sold in Australia and export markets around the world.
Major retailers, service organisations and associations support the vital role Australia’s manufacturers and growers play in the marketplace by aligning themselves with the campaign.
Leading local councils and shires continue to encourage economic development through the use of the AMAG logo and support of the Australian Made Campaign.
Our partners
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