Small businesses are increasingly looking to tap into the demand for locally owned and made products. But few understand exactly what goes into securing the Australian Made, Australian Grown logo to use to market a business.
“More than 2,500 businesses are registered to use the AMAG logo, which can be found on some 15,000 products sold here and around the world,” said Australian Made Campaign chief executive Ian Harrison.
Mr Harrison points to Roy Morgan research conducted in 2012 that suggested 98 per cent of shoppers recognise the green and gold kangaroo logo, and 88 per cent trust it to identify Australian-made products.
“While the logo is recognised and trusted by most Australian consumers, making it an incredibly powerful marketing tool domestically, it is also highly valuable in export markets,” he said.
“More than a third of all companies which use the logo export and for many small businesses, the logo, with its proven, established links to Australia, becomes their strongest brand," he added.
“It provides crucial authenticity in the global marketplace, reinforced in recent years by the registration of the mark in China, Singapore, South Korea and the US. This provides a legal framework for the protection of exporters using the symbol in those jurisdictions.”
To be eligible to use the iconic logo, businesses must pay an annual licence fee which adjusts in bands according to turnover size, as well as meet a stringent set of criteria.
Products are deemed to be Australian Made if the product is made (not just packaged or assembled) locally and at least half of the production cost has been incurred in Australia.
To be deemed Australian Grown, all major ingredients must have been grown here and all or almost all processing carried out in Australia.
Other categories are Product of Australia, Australian Seafood and Australian for export use, each with their own qualifying rules about the use of solely or virtually all Australian ingredients and incurred manufacturing costs.
“The Australian Made Campaign is a not-for-profit organisation, funded entirely by the fees paid by licensees. The majority pay the minimum fee of just $300 per annum + GST, but some do pay more,” Mr Harrison said.
“Administering and enforcing the proper use of the mark requires an investment on our part; however, the bulk of our income goes straight back into promoting the logo and the licensees that use it, for the benefit of all that use it.”
Adam Zuchetti is the editor of My Business, and has steered the publication’s editorial direction since early 2016.