The Australian Made, Australian Grown logo is Australia's most trusted and recognised symbol for products that are made or grown in Australia.
The iconic green and gold logo is administered by Australian Made Campaign Limited (AMCL). The logo celebrated its 25th anniversary in 2011.
AMCL is a not-for-profit public company established in 1999 by the Australian Chamber of Commerce & Industry (ACCI) and the network of state and territory chambers of commerce, with the cooperation of the Federal Government.
The logo is a registered certification trademark and can only be used on products that are registered with AMCL and which meet the criteria set out in the Australian Consumer Law and the AMAG Logo Code of Practice.
The federal government commissioned the logo in 1986 and transferred ownership to AMCL in 2002.
AMCL is not a government body and does not receive government funding.
Its core role is to license companies to use the logo and to promote Australian products in Australia and overseas.
The Australian Made campaign continues to grow in size and stature. The logo is now used by more than 1700 businesses on over 10,000 products sold in Australia and export markets around the world.
In mid-2012, Roy Morgan Research found that almost all Australian consumers (98.8%) recognise the logo.
It is the logo that gives the vast majority (88.6%) of Australian consumers strong confidence that a product is Australian.
The rules for using the certification trademark require that, in Australia, it must always be used with one of the following four descriptors:
- Product of Australia
- Australian Made
- Australian Grown
- Australian Seafood
In export markets (only) it can be used with the descriptor “Australian.”
To qualify, a product(s) must meet the following criteria:
The product has been manufactured here (not just packaged) and 50% or more of the cost of making it can be attributed to Australian materials and/or production processes.
All of the product's significant ingredients are grown in Australia, and all, or nearly all of the processing has been carried out in Australia.
Product of Australia
All of the product's significant ingredients come from Australia, and all, or nearly all of the manufacturing or processing has been carried out in Australia.
A seafood product in which all of the product's significant ingredients are grown or harvested in Australia and all, or nearly all, of the processing has been carried out in Australia.
Can only be used in export markets. The product must satisfy the criteria for at least one of the four preceding claims, and not be misleading.
Benefits to Australian exporters
The Australian Made, Australian Grown logo has been used in export markets since its inception in 1986.
In 2011, 44 percent of the then 1700 licensees exported and used the logo.
Its use as an export tool was enhanced when the federal Government, in 2004, provided funding for AMCL to undertake a range of strategic promotional activities in selected export markets “to enhance the logo as an export tool.”
Since then, AMCL has participated in a wide range of promotional activities in key markets in North America, Asia and the Middle East.
The promotions are generally conducted in conjunction with partners such as Austrade, the Master Builders Association, Wine Australia and, more recently, Horticulture Australia.
In all these activities the AMAG logo was used as branding for trade and/or retail events promoting genuine Aussie products and produce.
Powerful marketing tool
This was the first time the AMAG logo had been strategically promoted offshore as Australia’s global product symbol – even though it had been used on product in export markets for years and years.
Extensive research undertaken as part of these activities clearly established the logo’s effectiveness as a marketing tool.
Although the financial support from Government finished in 2011, AMCL continues to provide branding support for selected offshore promotions.
AMCL is working with campaign partner SINI Australia to develop a range of Australian Made concept stores in South Korea.
It is also working with campaign partner the AUNEW Group to establish a retail chain in China selling genuine Australian made products.
Information about new promotions is communicated to licensees through regular updates and emails.
For more information about AMAG's export promotions and how to participate, visit: www.australianmade.com.au