made in australia for outback and beyond. - Australian Made

FRIDAY, JANUARY 26, 2018 THE AGE

ADVERTISING FEATURE

Photo: Simon Bracken

A USTRAL IAN MADE

SUPPORTING GENUINE PRODUCTS MADE IN AUSTRALIA

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THE AGE FRIDAY, JANUARY 26, 2018

ADVERTISING FEATURE

A U S T R A L I A N M A D E

Taking ‘Brand Australia’ to the world The Australian Made Campaign gears up to write a new chapter.

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hree gold squiggles on a green triangle; the Australian Made logo is a simple but potent communication tool at home and across the world. The same colours stamp Australia’s sports people as our own internationally and, despite its simplicity, there is no mistaking the stylised kangaroo as quintessentially Aussie. And, it’s been around for more than 30 years, so there’s little wonder that surveys by Roy Morgan Research found almost 99 per cent of Australian consumer recognise the logo, while more than 85 per cent say the presence of the logo gives them “strong confidence” that the product is Australian. The logo was launched by Prime Minister Bob Hawke in 1986 and for the first 10 years was managed by the Advance Australia Foundation. Today, the Australian Made Campaign Limited (AMCL), is the custodian of this vital piece of consumer information. AMCL is a not-for-profit company, under contract with the Federal Government to act as custodian of the value and integrity of the Australian Made, Australian Grown symbol. The chief executive of the Australian Made Campaign for almost 14 years is Ian Harrison. He describes the logo as the “champion”. “It’s a very powerful symbol for Australia, and not just domestically. We see it as Australia’s global product symbol and a more effective, efficient, consistent branding of what we are when we take our products to the world,” he says. “One of those global markets, of course, is Australia.” More than 2500 companies are licensed by the Campaign to display the symbol on more than 20,000 products sold here and overseas, with new products registered every day. Major changes to food labelling laws mean that from July 1 this year nearly all food products for sale in Australia will have to carry labels that incorporate the Australian Made logo inside a new country-of-origin information panel.

Now that nearly all Australian food products will carry the logo as part of the Federal Government’s new mandatory country-of-origin food labelling scheme, the Australian Made Campaign is putting a spotlight on pharmaceutical and complementary

‘The power of consistent branding, domestically and overseas, cannot be overstated.’ Ian Harrison health products that can earn accreditation to use the iconic logo. It is a burgeoning sector, going from strength to strength with great export opportunities. The nation’s export of complementary medicines, for example, have more than doubled in the past five years. Harrison believes the high value placed on the quality of

health, nutrition, skincare and cosmetic products coming out of Australia is behind the sales spike. “The Asian markets, in particular, value Australian food products but they also value very highly our complementary medicines and skincare products for similar reasons. These other sectors have come on board, which has lead to significant growth in our licensee numbers going up over the past 18 months,” Harrison said. The Campaign has looked to build on the strengths of the Australian Made “brand”, especially overseas and particularly in Asia where a growing middle-class with disposable income offers export potential. “The question is,” Harrison asks, “what does being Australian mean? Asia puts a very big value on this because we can show, as a country, high standards of quality and safety regarding the way we grow things, the way we process things, the way we

The CEO of the Australian Made Campaign is passionate about keeping local manufacturing vibrant.

make things – the catchwords are safe, healthy, clean and green.” “This means the power of consistent branding, domestically and overseas, cannot be overstated; the already wellestablished Australian Made, Australian Grown logo should be a central part of any effort by the federal government to support local farmers and manufacturers taking their goods abroad – it is by far Australia’s most recognised and trusted country-oforigin symbol.” To maintain that trust, the Campaign is passionate about compliance among its licensees. The logo certifies that a product is Australian according to the country-oforigin definitions protected by legislation. Harrison says “our job is to make sure that the logo is used accurately and in compliance with the rules for using it … we are all, in effect police officers for compliance with the use of the logo”. The Campaign is charged, under its own rules of incorporation, to conduct a mandatory audit program. It is outsourced to an external auditor, who thoroughly checks a random selection of one per cent of the licensees each year. It involves site visits to the companies to examine the operation and check how the logo is being used, as well as a reality check of the information supplied to the Campaign. As “Brand Australia” is promoted internationally, the Campaign is also moving to protect its integrity overseas. The famous logo is now registered as a certification trademark in China, as well as South Korea, Singapore and the US. According to Harrison, that means that if a company misuses the symbol, they will be breaking their own nation’s laws and can be legally pursued locally. There are plans to register the symbol across eight more Asian economies. Getting Australians, and the world, to look for and buy products made or grown in Australia, Harrison says, will mean “the business activity of making or growing or processing it will take place here, which leads to more economic activity and, importantly, jobs and higher living standards for Australians”. The Australian Made Campaign promotes and celebrates the strengths of our nation’s capabilities and values through its stated mission - today and every day of the year.

Aussies passionate when left to their own devices

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ustralian consumers’ passion for locally made products has created an astonishing growth in The Australian Made Campaign’s social media platforms, with its Facebook audience alone increasing from 3000 to 300,000 in the past five years. That remarkable surge in popularity – according to the latest analysis by digital agency Online Circle – places Australian Made in the top-10 national not-for-profit organisations on Facebook. The campaign’s Instagram presence has also grown steadily since being launched in 2016. It now attracts nearly 10,000 followers, and Australian Made’s Twitter audience currently sits at around 12,000 and growing. Meanwhile, more than 33,000 Australians eager to learn the latest

about local products and produce have joined the (free) Aussie Made Club by visiting www.australianmade.com.au and receiving the club’s regular newsletter. “Club members receive monthly updates on the latest Aussie product releases, news, recipes incorporating Australian ingredients, and the opportunity to win regular giveaways,” says Australian Made Campaign deputy chief executive, Ben Lazzaro. “But it’s a lot more than that. Our social media presence represents a rapidly growing community of likeminded people who are passionate about supporting Aussie products and produce, not only because they are great products, but also because they know it helps the economy, creates jobs and helps to support their children’s future.

Consumers have embraced the Australian Made Campaign’s social media presence.

“On the business side of things, our social media community has grown into a fantastic marketplace for Australian Made Campaign licensees. The Campaign’s social media platforms provide an excellent and extremely cost-efficient means of

accessing a very significant number of Aussie consumers.” More than 2700 companies now use the green triangle logo with its golden kangaroo on more than 20,000 products sold here and around the world. New products are registered every day, and visitors can find them all on the website’s online product directory. “Growing public support for Aussie products is not only proven by the fantastic growth in our social media audiences, but also by independent research,” Lazzaro says. “Roy Morgan surveys show rising demand for Australian Made products.” According to the most recent findings, released in April last year, seven out of 10 Australians said they would give preference to buying locally made goods, with demand consistently strong across all categories purchased.

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ADVERTISING FEATURE


Volvo trucks, born and bred Down Under Swedish auto-maker has the drive to build its trucks in Australia.

of building trucks here in Australia because the Australian environment is so tough,” he says, noting the long distances and high temperatures that make Australian terrain so unique. European trucks, for example, carry a maximum 600 litres of fuel, while Australian trucks might need to carry up to 2400 litres. The size of the fuel tank affects the way Australian trucks need to be made, says Voorhoeve. Volvo also works with third-party suppliers within Australia to make essential truck components, such as the cabs. “Volvo’s decision to manufacture locally has provided a range of other businesses with opportunities to boost their manufacturing output as well,” says Harrison. “It’s not just the company itself that’s contributing to the local economy, it’s all the other companies they rely on to provide other components or finishes.” The Australian Made logo is recognised by 99 per cent of Australian consumers, and there is a solid understanding of what it represents. “If you carry the logo on your products you are clearly delivering the message that you’re making a commitment to the Australian workforce, and providing economic development opportunities for families, and to the local community,” he adds. “It’s not just for now, it’s also an investment in the future, that we’re going to have employment opportunities for our kids.”

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ew Volvo trucks crisscrossing Australia will sport the green-and-gold Australian Made logo as part of an effort to promote the local automotive manufacturing industry. Volvo Group Australia became the only manufacturer of certified Australian-made trucks in the country last November, when it joined forces with the Australian Made Campaign. The company has been manufacturing Volvo and Mack trucks at its Brisbane-based Wacol plant since 1972. But Volvo Group Australia CEO and President Peter Voorhoeve says the addition of the Australian Made logo sends a positive message about local industry. “I think it’s good to be proud of the fact that we have a manufacturing facility here and to celebrate it,” says Voorhoeve. “Why wouldn’t we use the Australian Made logo to emphasise the fact?” The decision to have Volvo trucks certified by Australian Made has proved popular with employees and customers, he says. Last November, when Volvo Group Australia unveiled two trucks, Mack and Volvo, with specially made greenand-gold wrapping in celebration of its 60,000th vehicle produced at the

Wacol plant, customers were especially keen to keep the design. Ian Harrison, the chief executive of Australian Made, says Volvo’s certification is likely to have flow-on effects throughout the industry. “They’ve obviously made a stir,” says Harrison. “This decision to become certified has made a real impact and certainly other players in industry are watching closely.” Harrison says Volvo’s commitment to investing heavily in its Wacol plant shows that local automotive manufacturing is “far from dead”. “While we’re seeing our car industry

finishing up here in Australia, it’s showing that a significant industry, the heavy road transport industry, is very much alive and well,” he says. “Not only have they made a commitment to staying in Australia, they’re flying the Aussie Made flag, letting businesses and consumers know that they’re here to manufacturer for the long-haul.” “If you want to be successful in this country you need to have your research & development and you need to have your manufacturing here,” says Voorhoeve. “We strongly believe in the concept

It’s a celebration as Volvo and Mack trucks are dressed up in Australia’s national colours.

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ADVERTISING FEATURE


Work the percentages to buy local

New labels make it simple to ensure your food is Australian.

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he countdown is on for companies to comply with Australia’s new country-oforigin food labels. The Australian Government introduced the new country of origin food labelling requirements in 2016, with companies having two years to transition before the new labels become mandatory on July 1 this year. The majority of food grown, produced or made in Australia, and intended for sale in Australia, will be required to carry a three-part label. These labels include the famous kangaroo in a triangle logo, as well as a bar chart showing the percentage of Australian-grown or produced ingredients, and explanatory text. Two-part labels that comprise of a bar chart indicating the percentage of Australian ingredients and explanatory text will show that the food was packed in Australia. Ben Lazzaro, the deputy chief executive of the Australian Made Campaign (AMCL), said the new labels were a welcome change and that AMCL supported the Federal Government’s legislation.

“Many Aussie food products will now carry the iconic Australian Made kangaroo logo as part of their origin labels, which is wonderful because it enjoys 99 per cent recognition and consumers have got some familiarity with it,” he said. “The bar chart that shows the percentage, by weight, of Australian ingredients is obviously giving consumers more information, and that’s always a positive step in the right direction. “So once consumers get used to these new labels, we think they’re going to welcome them and really rely

on them to tell them what is indeed in their products.” Lazzaro said he anticipated a “mad rush of new labels hitting the shelves in the last six weeks” as the deadline approached and consumers’ reaction would then become clearer. “You can still walk into the supermarket without obviously seeing the new food labels on products, but as of July 1 they’ll be mandatory, and that’s when you’ll start to see a little bit more conversation about how well they’re being accepted,” he said. “AMCL thinks for the most part consumers will welcome the new labels because they are getting the information they most want. “In the past, there was an over reliance on statements like ‘made from local and imported ingredients’ – now, for most foods, you’re actually going to see the proportions, how much is Australian, how much is not.” Lazzaro said consumers might be surprised by what they learn under the new system. “There may indeed be a sort of hard learning curve here for consumers who are under the impression that certain of their favourite products were made from 100 per cent Australian ingredients,” he said. “These days that’s pretty hard to do for a number of reasons whether it’s seasonality, availability or something

From July 1 this year it will be mandatory for all food products sold in Australia to carry the new labels explaining where the ingredients originate.

else.” He said, while it was not the intent of the new system, the new labels might also encourage food manufacturers to rethink the source of their ingredients. “Because we’re being clearer about the percentages of Australian and imported ingredients on these labels, it may encourage product manufacturers to then seek out local sources for those ingredients that they may have been importing in the past,” he said. “So it would be a wonderful reaction to the labelling to have some manufacturers change their suppliers and opt for local rather than foreign ingredients.” He said consumers could have confidence in the new labels with the Australian Competition and Consumer Commission overseeing compliance. “That’s one of the positive outcomes in that we’ve got the Government agency with the big stick that’s going to be policing the new scheme so that should provide consumers with some comfort that the labelling is going to be true and accurate,” he said. “It’s going to be like any other law in that if you are false and misleading in your labelling, then the ACCC may become involved.” More information about the new labels, including resources for business can be found at accc.gov.au/cool.

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The diversity is staggering, so why wouldn’t Aussies buy products made right here? From iconic footwear to something sweet to pampering our pets, it’s an all-Australian parade.

SWEET PROTECTION FOR BILBIES THONGS – IT’S ONLY RIGHT WE MAKE ’EM

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s there anything as quintessentially Australian, a pair of thongs? The footwear originated in Asia thousands of years ago, but until last year no examples had ever been manufactured in Australia. The four million pairs Australians were buying every year were all made overseas, in either Brazil or China An entrepreneurial Melburnian, Scott Jungwirth, spied the opportunity 18 months ago, approached two friends with the idea, and the trio have worked flat out ever since to bring their creation to market. Thongs Australia was launched just before Christmas. “We did some research with the help of the Australian Made Campaign, and were amazed to discover the word ‘thongs’ was not trademarked anywhere in the world, so of course we made it our brand name,” he says. “We’ve worked over the past 18 months with a local manufacturing partner to create a product that’s not only Australian made, but which are also the most durable and highest quality thongs on the market. “We formulated the compound ourselves. I kid you not; we had at least 35 different versions that were too soft, too hard or too floppy before finding the right one. Then we had to develop all the tooling. “We launched in Australia just before Christmas and we’ve had a brilliant response. Everyone has been so positive, in fact, from day one we had terrific encouragement from every stakeholder on our journey.” Jungwirth says the company aims to start selling overseas within 12 months, and that having the Australian Made logo on the inside of the thongs’ strap will be “incredibly valuable” on the international market.

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uying Australian Bush Friends chocolates by Fyna Foods this Easter does more than support a company that – while other iconic local confectionary brands head overseas – has remained determinedly Australian for the past 70 years The purchase can also help to protect one of Australia’s most loved and endangered animals, the bilby. Fyna has already donated $20,000 to the Save the Bilby Fund, and continues to donate 30 cents for every especially marked Bush Friends pack it sells. Fyna Foods CEO, Gillian Powell, says the family that founded the company began in 1947 by making jam in its Melbourne backyard, and then went on to make sherbet-based Whiz Fizz, which is still made locally after 60 years. “We now have a wide range of brands in the confectionary sector including products like Fyna Liquorice, Mighty Musk Stix, Australian Bush Friends and Pink Lady Premium Superfine Chocolate,” she says. “We use the Australian Made logo on our brands to tell consumers we’re not only Australian owned, but also make the product here. Of course the logo also carries a clean green message, and if you’re trying to market to tourists travelling here and telling them it’s an Australian bush friend, you don’t want it made in China. “We see it as one of our main selling points that we’re not tempted to go overseas like so many of our competitors are. We know being made in Australia gives people comfort to buy our products.”

FOR CREATURES GREAT AND SMALL

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en years ago in Sydney, Anneke van den Broek decided to direct her passion for animals into filling a gap in the pet care industry. The result is Rufus & Coco pet products company, which she still owns and leads. The company’s range covers every kind of pet from hamsters to horses, including vitamins, flea and tick treatments, grooming and cleaning products, collars, leads, bedding and litter. “We’ve grown into a household name for trusted quality pet products, and Australia’s most awarded and fastest-growing pet brand,” she says. “We also export to nine countries including, the US, Canada, China, Taiwan and Singapore. “Having the Australian Made logo is really important to us, especially in China because they can easily create logos on any product, but having an independent website where they can check the bona fides of the Australian Made logo is a very big deal. “The logo is important in Australia too. Customers know products made here are heavily regulated and have good safety standards, and I know for a fact that many of our competitors can’t import products here because of our regulatory requirements. Van den Broek believes that in three years time Rufus & Coco will be as big in international markets as it is in Australia. “We use our Australian-ness in all our promotions, using words like g’day for instance,” she says. “We can’t underestimate how that helps our business. Australians are generally loved around the world, and even when I’m standing at a booth at trade shows overseas people just stop and listen when they hear my accent.”


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Giving exports to China the personal touch If you want to buy Australian, why not have a buyer here?

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he rising power of China’s online market is astonishing, and the Australia Made Campaign is making powerful alliances to ensure local producers and manufacturers benefit from what has become a global e-commerce gold rush. E-commerce sales in China during 2018 will be greater than rest of the world’s combined according to global financial advisers, Morgan Stanley. The country’s online purchases are predicted to approach one trillion dollars in the next four years. One example of the Campaign’s continuing inroads into the gigantic Asian market is its strategic alliance with AuMake, the first ever ASX-listed Chinese store chain on Australia’s shores, designed to capture local Chinese buyers known as “daigous”. Daigou means "buying on behalf of", a term used to describe tens of thousands of Chinese people living in Australia who buy locally made goods in bulk to send back to China. The daigou group is so powerful that it has caused shortages in major supermarkets around the country, which is part of the reason why AuMake’s retail model – designed to cater to for bulk purchases – is innovative.

AuMake also aims to attract the burgeoning number of Chinese tourists visiting Australia, which the Australia China Business Council expects to more than triple from around one million last year to 3.3 million annually by 2026. “Our partnership with AuMake is significant because it places Aussie products in a very important market

channel for those looking to sell into China,” says Australian Made Campaign deputy chief executive, Ben Lazzaro. “The staff at AuMake is fluent in Mandarin and Cantonese as well as English, so there’s no language barrier. Visitors can buy Australian products and have them packaged and sent to China, all in the one store. “Chinese social media platforms are

Shoppers in AuMake’s Parramatta store stock up on Australian-made products. The store is pitched at China’s daigous, or personal shoppers.

also integrated into the system, so it’s a powerful way for brands to get exposure for their products, and boost sales in a gigantic market, where in many cases they can gain a premium for them.” Another Australian Made Campaign strategic partnership is enabling online buyers in China to buy Australian products bearing the famous green and gold kangaroo label from the comfort of their homes. The campaign has partnered with Oz-town, an e-commerce platform integrated with the Chinese retail and online giant, Suning, which is ranked in the top three Chinese business to consumer companies with more than 1600 stores in 700 cities. Oz-town’s presence on the Suning.com portal enables access to the more than 500 million Chinese buyers who use the website each month, and Lazzaro says increasing numbers are eager to buy Australianmade products. “AuMake and Oz-town are unique channels to a vast market interested in purchasing genuine Australian products, and of course carrying our logo adds extra benefits in China where it is highly revered,” he says. “Research shows 69 per cent of Chinese consumers say the Australian Made logo successfully makes the Australian connection, 70 per cent feel it conveys a clean, green message and 56 per cent consider it as an official stamp of approval.’’

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A U S T R A L I A N M A D E Remember the ’roo at Easter

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Laying the foundations for our tennis champs of the future

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he Campaign has joined with the 100 per cent Australianowned energy company, Red Energy, to support the Australian Made Red Energy Foundation Cup, an initiative of the Fed Cup Foundation. The Australian Made Campaign’s chief executive Ian Harrison said about 60 players aged 13 and under took part in this year’s event, with the NSW boys’ and girls’ teams winning the state finals in Adelaide. The best and fairest player from each of the boys’ and girls’ events, Alec Braund from Queensland and India Schreiber of NSW, received a $1000 cheque to help their professional development. Harrison said the Foundation Cup offered young players from nonmetropolitan areas the chance to compete at a national level. “It’s a terrific initiative of the Fed Cup Foundation (FCF), the group that supports women’s tennis in Australia, which has been running for nearly two decades,” he said. “There’s no other event like this. There’s plenty of events for

metropolitan kids of this age, but not for regional or rural Australia. “We’re very conscious of supporting the next generation of athletes or manufacturers or farmers or whatever they might be.” He said the Foundation Cup was also an opportunity to spread the Australian-made message outside urban areas. “It allows us to support the region that is responsible for making and growing a huge amount of Australian products and on the flipside it gives us an opportunity to talk more directly with that audience using sport as the vehicle,” he said. This is the sixth year the Australian Made Campaign has been involved in the Foundation Cup, which is run by the Fed Cup Foundation. “Tennis creates a lot of excitement around January in Australia with the Australian Open,” he said. “People are feeling quite patriotic in supporting our local Aussie players, and we try to encourage them to not only support our athletes but also our farmers and manufacturers. “It also allows us to get into a more

Above: Australian Made Campaign CEO Ian Harrison, with India Schreiber (winner of the Foundation Cup’s best and Fairest Award), Mark Richardson from Red Energy, and the Fed Cup Foundation’s Judy Dalton.

grassroots level of tennis, where you might be able to make a more direct impact on those involved.” He said Australian Made was pleased to see “three really good Aussie companies” involved at a local level with Bottles of Australia, Fashion Clubwear and the Sydney Harbour Yacht Club supplying the Foundation Cup participants with Australianmade bottles, clothing and hats. Harrison said it was great to see local companies and products flying the flag at this year’s Australian Open with Vegemite sponsoring the ballkids and Australia’s oldest family-owned and run brewery, Coopers, named the official beer partner for the second year running. “Aussie products are revered around the world because they’re made to high standards and grown in our clean, green environment, so they already have some cachet around the world, particularly in Asian markets,” he said. “To then have endorsement by these at such an international events that are televised all around the world, just strengthens the reputation of Aussie products globally.”

he Australian Made Campaign is encouraging shoppers to check for the green and gold kangaroo logo before buying chocolate eggs, bilbies, bunnies and other goodies for their friends and families this Easter. “Easter is a great opportunity to buy wonderful local products made and grown to high quality standards,” says Australian Made Campaign chief executive, Ian Harrison. “By purchasing Australian-made and Australian-grown, shoppers will also be putting money back into the economy and helping to provide Australian jobs now and for future generations. “Supporting local industries ensures they will continue to thrive and boost the Australian economy.” “Whenever there’s a widely observed celebration and people get together, it is often around a meal, with gifts exchanged.” “If people are out shopping and have it front-of- mind that there are great local options available to them, we’re hopeful they will remember the value they offer, and the impact of their purchase, and choose to buy Australian,” Mr Harrison said. “At Easter, lots of people buy chocolate and seafood, and there are plenty of local suppliers in those sectors. “In order to carry the logo products must meet a strict set of criteria for growing and manufacturing items onshore, to provide consumers with assurance that the item they are purchasing is genuinely Aussie and meets Australia’s quality, health and safety standards,” Mr Harrison said. Mr Harrison, says Australia’s pristine production regions and stringent standards make genuine Aussie products and produce a great choice for any celebration. “With so many great reasons to buy Aussie, we hope this reminder will encourage shoppers to ‘remember the ’roo’.”

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