Australian Made logo

The Australian Made, Australian Grown logo (also known as the Australian Made logo or AMAG logo) is a registered certification trade mark logo and country of origin label that certifies that a product has been manufactured or grown in Australia. The triangular green-and-gold logo, featuring a kangaroo, was introduced in 1986. The Australian Made, Australian Grown logo is administered by Australian Made Campaign Limited (AMCL).[1][2][3]

Australian Made logo
Headquarters
Melbourne
,
Australia
Australian Made logo

History

In the 1930s a group of businesses gathered up and created a media campaign to publicise Australian made products.

Logo 1961–1986

In 1961, a national "Buy Australian" campaign was introduced by the Associated Chambers of Manufacturers of Australia. The campaign was launched by Prime Minister Robert Menzies in May 1961.[4] The campaign was colloquially known at the time as Operation Boomerang.[5] A red boomerang on a blue circular background depicting the Southern Cross.[6][7]

In 1986, a new green-and-gold coloured "Australian Made" logo featuring a stylised kangaroo in a triangle was launched as part of the "Australian Made" campaign launched by Prime Minister Bob Hawke on 31 August 1986.[8][9] The logo was designed by Ken Cato.[10]

In 2002, the Australian Government transferred ownership and management of the Australian Made logo to Australian Made Campaign Limited (AMCL) through a Deed of Assignment and Management with the Australian Government. AMCL is a not-for-profit organisation that administers the logo through third party verification processes and regular audits to ensure that only products that are genuinely manufactured (substantially transformed) or grown in Australia are licensed to carry the logo.[11]

In 2016, the Australian Government changed food labelling laws to add a bar showing the percentage of Australian ingredients for any product made in Australia. Australian food products sold domestically are no longer able to use the AMAG certification trade mark as a standalone country of origin symbol. However, the new labelling requirements are not mandated for exported food products. Businesses wishing to use the AMAG logo on exported food have the option of using the new labels or using the logo under a licence with Australia Made. The Australian Government is funding the ACCC to manage compliance of the new country of origin labels for food products.[12]

South Africa, New Zealand, and Canada have consulted with Australian Made on developing their own branding campaigns.[13]

Definitions

The AMCL Code of Practice outlines the requirements that a product must have to be licensed to use the Australian Made logo.[14]

In Part 1, the Code of Practice states:

The Australian Made Logo certification trade mark was created by the Australian Government in 1986 to promote Australian made products in local and export markets. The logo provides information to consumers in Australia and overseas that goods using the logo have met particular requirements under Australian law to be able to be described as of Australian origin.

In order to qualify for a license to use the Australian Made logo, a product must be “substantially transformed” in Australia. The Code of Practice states that “a good has been substantially transformed in a particular country if the good:

a. was grown in a particular country (where each ingredient or significant component of the good was grown in that country; and all, or virtually all, processes involved in the production or manufacture of the good happened in that country); or

1. is the produce or product of a particular country (where the country was the country of origin of each significant ingredient or significant component of the good; and all, or virtually all, processes involved in the production or manufacture of the good happened in that country); or

2. as a result of one or more processes undertaken in that country, is fundamentally different in identity, nature or essential character from all of its ingredients or components that were imported into that country

The cost of using the Australian Made logo is between $300 and $25,000 depending on sales revenue.[15]

Campaigns

The Australian Made logo is used as a marketing tool for Australian businesses, because it is seen as a symbol of authenticity and certifies a product as genuinely made or grown in Australia. Roy Morgan research has shown that 99% of Australians recognise the Australian Made logo, 93% of Australians are confident that products that carry the logo are genuinely Australian, 97% associate local jobs with the logo, and 94% associate the logo with safety and high quality.

In 2021 Australian Made Campaign Ltd launched the first Australian Made Week – an annual multi-channel media campaign that encourages Australian shoppers to buy local products and look out for the iconic green and gold kangaroo logo when they shop, and also promote licensed Australian Made products and businesses. Since 2021 the media campaign has run each year with the following ambassadors:

  • 2021: Australian Made Week Ambassador, Elyse Knowles (Australian model and TV personality) [16]
  • 2022: Australian Made Week Ambassador, Adam Liaw (Australian cook, television presenter and author) [17]
  • 2023: Australian Made Week Ambassador, Ash Barty (tennis champion, author, former Young Australian of the Year) [18]

See also

References
  1. "Frequently asked questions". Website. Australian Government - Austrade. 2011. Retrieved 3 April 2011.
  2. "The official site of Australian Made". Australian Made Campaign Limited (AMCL).
  3. "About the logo". Australian Made Campaign Limited (AMCL).
  4. "Industry's Drive". The Canberra Times. Vol. 35, no. 9, 915. Australian Capital Territory, Australia. 18 May 1961. p. 1. Retrieved 12 July 2020 – via National Library of Australia.
  5. "Boost for Goods". The Cumberland Argus. New South Wales, Australia. 26 July 1961. p. 2. Retrieved 12 July 2020 – via National Library of Australia.
  6. "Diamond Jubilee of ACMA Australian Made Campaign has Five Objectives". The Canberra Times. Vol. 38, no. 10, 703. Australian Capital Territory, Australia. 26 November 1963. p. 33. Retrieved 12 July 2020 – via National Library of Australia.
  7. "The Australian Made, Australian Grown Logo" (PDF). Australian Made Campaign Limited (AMCL). Retrieved 12 July 2020.
  8. "Hawke says buy local". The Canberra Times. Vol. 60, no. 18, 597. Australian Capital Territory, Australia. 1 September 1986. p. 7. Retrieved 12 July 2020 – via National Library of Australia.
  9. "All Australians urged to 'buy Oz' goods". The Canberra Times. Vol. 60, no. 18, 516. Australian Capital Territory, Australia. 12 June 1986. p. 15. Retrieved 12 July 2020 – via National Library of Australia.
  10. "The Australian Made, Australian Grown Logo" (PDF). Australian Made Campaign Limited (AMCL). Retrieved 12 July 2020.
  11. "About Australian Made". Australian Made Campaign Limited (AMCL). Retrieved 12 July 2020.
  12. The Australian Made Campaign (18 April 2016). "Changes to food labelling laws are here - The Australian Made Campaign". australianmade.com.au. Retrieved 28 June 2017.
  13. Ditchburn, Jennifer (12 March 2014). "Feds look to Australia for pointers on Made-in-Canada brand campaign". Toronto, Ontario. The Canadian Press. ProQuest 1507576715.
  14. "AMCL Code of Practice" (PDF). Website. Dynamic Business. 15 May 2023. Retrieved 3 April 2011.
  15. "How much does it cost?". Website. Australian Made. 7 July 2020. Retrieved 7 July 2020.
  16. "Elyse Knowles fronts first Australian Made Week". Website. Retail Beauty. 11 May 2021. Retrieved 15 May 2023.
  17. "Australian Made Week". Website. Time Out. Retrieved 15 May 2023.
  18. "Ash Barty set to smash Australian Made Week". Website. Noosa Daily. 7 May 2023. Retrieved 15 May 2023.
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