Country-of-origin branding on the agenda at the Northern Australia Food Futures Conference

The not-for-profit Australian Made Campaign put the
spotlight on country-of-origin branding at the Northern Australia Food Futures
Conference in Darwin this week, stressing the importance of a unified approach
to marketing and selling products and produce in Asia.

Australian Made Campaign Chief Executive, Ian Harrison spoke
at the President’s Lunch preceding the conference, calling for a collaborative,
cohesive approach to export marketing, incorporating a single brand and a
single logo.

“The power of consistent branding and a global approach for
our food exporters cannot be overstated,” Mr Harrison said.

“Australia’s strong nation brand is a valuable asset,
particularly in Asia, for exporters of Australian products and produce, and the
premiums that are available to Australian goods in the market are significant.”

Mr Harrison said that Australia’s registered
country-of-origin certification trade mark, the green-and-gold Australian Made,
Australian Grown logo, with it’s established links to Government and wide
recognition throughout Asia, was the obvious symbol to make the connection to
‘Brand Australia’.

More than 2000 Australian businesses currently use the logo
on over 15,000 products sold here and around the world.

Just last week it was announced that 200 Australian Made
branded stores would launch in China next year, selling only certified
Australian products and produce.