Made in Oz branding spikes

BY Australian Retailers Association
17 September 2015

Australian_made logoMore and more Australian businesses are registering for certification schemes to demonstrate quality, safety and ethical values.

According to Australian Made Campaign CEO, Ian Harrison, the average number of businesses registering to use the Australian Made, Australian Grown logo each month has almost doubled over the past year.

The not for profit Australian Made Campaign administers and promotes the iconic green and gold kangaroo, which has been used by producers and manufacturers to promote their products as genuinely Australian for nearly three decades.

“Our research shows country of origin is a key factor in product purchase decisions, particularly for food, and consumers are looking for goods made and grown in Australia, so it’s no surprise that businesses are keen to capitalise on country of origin branding,” Mr Harrison said.

“The Australian Made, Australian Grown logo is the only registered country of origin certification trade mark for all classes of Australian goods – as well as third party accreditation it is a powerful selling tool.”

Mr Harrison said the sharp rise in use of the logo could be largely attributed to increasing awareness of the benefits of locally made and grown goods, and the impact buying locally has on the economy, community and environment.

“Consumers might buy Aussie out of a sense of responsibility, but at the end of the day, products made and grown here are often better quality and value, and that keeps consumers coming back for more."

The lower Australian dollar is also helping.

“Our reputation for producing products and produce to high quality and safety standards is driving sales in Australia, but we’re also seeing a huge impact overseas – opportunities for exporters are booming,” Mr Harrison said.

“It is fantastic that after almost thirty years, the Australian Made, Australian Grown logo is still delivering significant competitive advantages for Aussie fishermen, producers and manufacturers.”

All certified Australian Made, Australian Grown and Australian Seafood products can be found online in the product directory at www.australianmade.com.au.

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Australian Retailers Association

Founded in 1903, the Australian Retailers Association (ARA) is Australia’s largest retail association representing Australia’s $310 billion sector, which employs more than 1.2 million people. As the retail industry’s peak representative body, the ARA works to ensure retail success by informing, protecting, advocating, educating and saving money for its 7,500 independent and national retail members throughout Australia. For more information, visit www.retail.org.au or call 1300 368 041.

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