Manufacturing News

Brand Australia initiative welcomed

The Australian Made, Australian Grown (AMAG) Campaign has welcomed the Government’s announcement regarding Brand Australia and its commitment to invest $20m to build a powerful global brand for Australia.

“This is what we called for in our submission to the Government review last year of Australia’s trade policy (the Mortimer review) and in our submission to the Minister for trade and his agency Austrade, on the important matter of a national brand for Australia,” said Chief Executive of AMAG Ian Harrison.

“Australia has for too long promoted itself to the world as a tourism destination. The time is long overdue to broaden the message to include the fact that we are a sophisticated and innovative economy; one that produces world quality manufactured goods and also delivers world class services in areas such as education, health and engineering.”

“The gap in marketing Australia globally needs to be closed and the message diversified so that it builds on our existing very strong nations brand,” said Harrison.

“The Australian Made, Australian Grown logo continues to play a critical role in connecting consumers around the world with Australia and what is stands for. The logo is also a great asset for Australian exporters.

“A maple leaf does it effectively for Canada, and a stylised kangaroo in a triangle does it effectively for Australia,” said Harrison.

The AMAG Campaign is a not-for-profit organisation that administers the use of Australia’s most recognised and trusted country of origin brand, the stylised gold kangaroo in the green triangle.

The logo has 23 years of market capital and can be found on close to 10,000 products ranging from delicious produce to innovative machinery — all made or grown in Australia. Consumers around the world look for the logo to make sure the products they are buying are really Australian.

For more information about the AMAG Campaign, visit or call 03 9686 1500.

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