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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 Ballarat, Casey, Darebin, Horsham, Hume, Mitchell, Moreland and Whittlesea.

Changes to food labelling laws

Changes to food labelling laws are coming soon. From 1 July, the Government will be incorporating the Australian Made, Australian Grown kangaroo logo into a new country-of-origin information panel, which will be mandatory for Australian food products.

Australian food products will no longer be able to use the Australian Made, Australian Grown certification trade mark as a standalone country-of-origin symbol, and the Australian Made Campaign will no longer be able to license food products to use the logo as a country-of-origin certification trade mark. 

Information about the new mandatory country-of-origin information panel can be found at

The Federal Government will be funding the ACCC to manage compliance of the new country-of-origin information panel for food products.

The Australian Made Campaign will continue to administer and promote the Australian Made, Australian Grown logo as a country-of-origin certification trade mark for all other classes of goods, and for use as a marketing tool in a corporate capacity. The process for obtaining a license to use the logo will remain the same.

For more information, visit