Government commits to “unified national brand” for Australian exports

The Australian Made Campaign has welcomed media reports of the Federal Government’s commitment to a stronger, “unified national brand” for Australian exports, in anticipation of the release of its Foreign Policy White Paper.

“The power of consistent branding, both here and overseas, cannot be overstated,” Australian Made Campaign Chief Executive, Ian Harrison, said.

Harrison said the already well-established Australian Made, Australian Grown logo should be a central part of the Government’s effort to support local farmers and manufacturers taking their goods abroad.

“The iconic green-and-gold kangaroo logo has been clearly identifying Australian goods in export markets for more than 30 years with great success, so there is a pivotal role for the symbol to play in any ‘Brand Australia’ strategy,” Harrison said.

“Australia enjoys a strong reputation internationally for its clean, green environment and high standards, so it makes sense to place a strong emphasis on promoting the Australian brand and defending the authenticity of goods supplied from this country.”

The Australian Made logo is currently used by nearly three thousand businesses across more than 20,000 products sold all over the world.

Its international reach is supported by its legal registration in key export markets such as China, USA, South Korea and Singapore.

“The logo has been used in global marketplaces extensively throughout all of its 31 years, including as high level branding at many trade shows and exhibitions, to clearly and effectively highlight the Australian exhibitors,” Harrison said.

It is now also a central plank of the Government’s new country of origin food label, which becomes mandatory for almost every Australian food product sold in Australia as of July next year, further enhancing its role as Australia’s global product symbol.

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