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, and 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 which meet the criteria set out in the Australian Consumer Law and the AMAG Logo Code of Practice.
For more than 30 years, the AMAG logo has helped thousands of brands communicate their Australian credentials to consumers, businesses and all levels of government. It does this instantly and clearly, making it 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
Changes to food labelling laws were introduced in 2016. The Australian Made, Australian Grown kangaroo logo now forms part of a new country-of-origin information panel which is mandatory for most Australian food products.
Information about the new country-of-origin labels can be found on the ACCC website. The ACCC is the body which is responsible for policing companies’ compliance with the new labelling requirements.
The Australian Made Campaign continues to administer and promote the Australian Made, Australian Grown logo as a country-of-origin certification trade mark for all non-food products, and for use as a marketing tool in a corporate capacity. The process for obtaining a licence to use the logo will remain the same. For more information, visit www.australianmade.com.au/for-business
Almost all (99%) Australians recognise the logo
Australians (92%) are confident that products carrying the logo are genuinely Australian
Most (93%) Australians have a preference for Aussie products
Roy Morgan Research
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 MadeThe product has undergone its last substantial transformation in Australia.
Australian GrownAll 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 AustraliaAll 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 SeafoodThe 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.
AustralianCan 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 LabellingThe Australian Government has incorporated the Australian Made, Australian Grown kangaroo logo into a new country of origin label...
Australian Made & Owned | Australian Grown & OwnedOwnership 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 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.
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 & beyond
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 which gives the vast majority (88.6%) of Australian consumers strong confidence that a product is Australian.
The Australian Made campaign continues to grow in size and stature. The logo is now used by more than 2600 businesses on over 16,000 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. These include ALDI, AUNEW Group, Bev Marks Beds Australia, Coles, EKM Patent & Legal, Forty Winks, Harvey Norman (Furniture and Bedding), Oz-Town, Qantas, Roy Morgan Research, SINI Australia, Snooze, The Purely Group and Woolworths.
Similarly, leading local councils and shires continue to encourage economic development through use of the AMAG logo and support of the Australian Made campaign. Current Campaign Supporters include Blacktown City Council, Cardinia Shire Council, Darebin City Council, Hume City Council, Mitchell Shire Council, Moonee Valley City Council, Moreland City Council, Whittlesea City Council, Wyndham City Council, Yarra City Council and Shepparton City Council.