Country-of-origin branding on the agenda at Food Futures Conference

The Australian Made Campaign put the spotlight on country-of-origin branding at the Northern Australia Food Futures Conference in Darwin this week, stressing the importance of a unified approach to marketing and selling products and produce in Asia.

Australian Made Campaign Chief Executive, Ian Harrison spoke at the President’s Lunch preceding the conference, calling for a collaborative, cohesive approach to export marketing, incorporating a single brand and a single logo.

“The power of consistent branding and a global approach for our food exporters cannot be overstated,” Mr Harrison said.

“Australia’s strong nation brand is a valuable asset, particularly in Asia, for exporters of Australian products and produce, and the premiums that are available to Australian goods in the market are significant.”

Mr Harrison said that Australia’s registered country-of-origin certification trade mark, the green-and-gold Australian Made, Australian Grown logo, with it’s established links to Government and wide recognition throughout Asia, was the obvious symbol to make the connection to ‘Brand Australia’.

More than 2000 Australian businesses currently use the logo on over 15,000 products sold here and around the world.

Just last week it was announced that 200 Australian Made branded stores would launch in China next year, selling only certified Australian products and produce.

The Australian Made Campaign is the not-for-profit organisation that administers and promotes Australia’s registered country-of-origin certification trade mark for the full range of products and produce, the Australian Made, Australian Grown logo. The National Farmers Federation is one of its Foundation Members.