The Australian Made Campaign (AMCL) has welcomed the latest research from Colmar Brunton which reveals ‘Australian made’ has moved to the 'third most looked for' statement on product labels, the first two both being price related.
AMCL Chief Executive, Ian Harrison says it proves that Australian consumers want to buy genuine Aussie produce.
“The finding that an ‘Australian made’ claim ranks second behind price factors in the information shoppers are looking for clearly establishes that shoppers want to know where their food is coming from and where their products are made. Primarily they want to buy Australian made and Australian grown,” Mr Harrison says.
“The Australian Made, Australian Grown logo provides that immediate connection and gives Australian consumers confidence and trust that what they are buying is in fact from Australia.”
Recent changes to country of origin food labelling in Australia will make discovery of provenance much easier for shoppers and will give them a better understanding of how much of their food is sourced locally.
The Government system, which features the Australian Made, Australian Grown kangaroo logo along with a bar chart and statement showing what proportion of ingredients come from Australia, will feature on most food products produced for sale in Australia. Consumers will gradually start to see the new labels roll out over the two year phase-in period.
“Shoppers buying local products and produce will continue to enjoy great quality while giving opportunities to Australian manufacturers and farmers,” Mr Harrison said.