The Australian Made, Australian Grown Campaign is launching a new initiative to promote country-of-origin branding as a vital part of every Australian business ‘tool kit’.
The not-for-profit organisation that administers Australia’s only country-of-origin certification trademark, the Australian Made, Australian Grown logo, will launch the national campaign set to run throughout the month of June, and will call on businesses to ‘Get the Australian Advantage’ and leverage shoppers’ preferences for buying Australian products.
According to Australian Made Campaign Chief Executive, Ian Harrison, while many businesses were suffering under fierce competition from cheap imports, those making and growing genuine Aussie products had a distinct advantage that could help them get ahead.
Mr Harrison comments that research shows country-of-origin branding has a direct impact on purchasing behaviours in Australia and overseas. The Australian Made, Australian Grown logo is by far the most recognised and trusted country-of-origin symbol for Australia; the new initiative therefore aims to encourage businesses to use the logo in their marketing efforts, provided their products are eligible.
Mr Harrison added that country-of-origin branding could reinforce corporate philosophies, boosting staff morale and demonstrating corporate social responsibility to open up new business opportunities when tendering for government contracts and major projects.
Mr Harrison said that the Australian Made, Australian Grown logo is very effective in making that important connection, is inexpensive, and also a great asset available to Australian farmers, processors and manufacturers.
He urged businesses to ‘Get the Australian Advantage’ by leveraging this powerful marketing tool.