The Australian Made Campaign has called for a commitment in Government for stronger support for country-of-origin branding.
Australian Made Campaign Chief Executive, Ian Harrison explains that the Australian brand is one of the most powerful assets available to Australian businesses in global markets; however, its value seems to have been consistently underestimated in government and bureaucratic circles for many years.
A stronger focus on country-of-origin branding using Australia’s registered country-of-origin trademark – the Australian Made, Australian Grown logo – would help support manufacturers, farmers and processors producing genuine Aussie products. The iconic green-and-gold kangaroo logo has been used by thousands of businesses to identify genuine Australian products and produce in Australia and overseas, for nearly three decades.
According to Mr Harrison, country-of-origin branding is an asset, which should be promoted strongly given that increased costs and a high dollar have seriously undermined the competitiveness of many Australian products.
Australian Made has also called for steps to reduce the unacceptable level of confusion among Australian consumers about the country-of-origin labelling laws in Australia. It is important to rebuild confidence in the system and add marketing value to the manufacturing, growing and processing of products in the country.
Mr Harrison comments that there is more than enough public benefit associated with the Australian Made, Australian Grown logo to justify a much deeper, strategic partnership between the Government and the campaign behind the logo.
He adds that jobs, better career opportunities and an improved future for all Australians will be the outcomes of such a partnership.