Damon Mcknight
Birds Eye is a popular food brand that is well-known in Australia for its frozen foods, including fish fingers and vegetables. The brand has a long history in the country, dating back to its introduction of the fish finger in 1956. While Birds Eye has a significant presence in Australia, it is not Australian-owned. Simplot Australia Pty Ltd, a subsidiary of the US-based company JR Simplot, owns Birds Eye. In recent years, Simplot Australia faced scrutiny over its use of the “Made in Australia label on certain frozen fish products. Following investigations by the Australian Competition and Consumer Commission (ACCC), Simplot amended the labelling to “Packed in Australia in 2020. Despite this, Birds Eye continues to have a strong connection to Australia, sourcing local ingredients and partnering with Australian farmers to create its products.
| Characteristics | Values |
|---|---|
| Owner of Birds Eye | Simplot Australia Pty Ltd |
| Parent company of Simplot Australia Pty Ltd | US-based company JR Simplot |
| Country of origin labelling | Packed in Australia |
| Country of origin | Imported frozen fish from New Zealand, the United States and South Africa |
| Country of origin claim | No |
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What You'll Learn
- Birds Eye is owned by Simplot Australia, a subsidiary of US-based JR Simplot
- In 2020, Simplot Australia was forced to change the origin label on 31 frozen fish products from ''Made in Australia' to 'Packed in Australia'
- The Australian Competition and Consumer Commission (ACCC) found that the products did not meet the criteria for being 'Made in Australia'
- Birds Eye has been partnering with Australian farmers for generations and sources most of its vegetables from Tasmania
- The company has a longstanding commitment to sustainability and reducing waste
Birds Eye is owned by Simplot Australia, a subsidiary of US-based JR Simplot
Birds Eye is a well-known brand in Australia, with its products being a staple in many Australian households. The brand has a long history in the country, dating back to the introduction of its iconic fish fingers in 1956. However, Birds Eye is not Australian-owned.
Birds Eye is owned by Simplot Australia Pty Ltd, a subsidiary of the US-based company JR Simplot. Simplot Australia was established in 1995 when JR Simplot expanded into Australia and acquired several iconic brands, including Birds Eye. The company has a strong presence in the country, with operations in potato, vegetable, seafood, and sauce manufacturing. They supply frozen, shelf-stable, and chilled products to retail and foodservice customers across Australia.
Simplot Australia has a commitment to sustainability and supporting local farmers. They have long-term partnerships with Australian farmers and supply chains, investing in their people and building beneficial relationships with their customers. In particular, they have a longstanding partnership with farmers in Tasmania and along the east coast of Australia, where they source high-quality vegetables for their products.
In recent years, Simplot Australia has faced some challenges regarding the country of origin labelling on their frozen fish products. In 2020, they were required to amend the labelling on 31 products from 'Made in Australia' to 'Packed in Australia'. This change was made following concerns raised by the Australian Competition and Consumer Commission (ACCC) about the use of imported foods. The ACCC found that the processing of the frozen fish, which included crumbing, slicing, and par-frying, did not substantially transform the product. As a result, the product could not claim to be 'Made in Australia' under the Competition and Consumer Amendment (Country of Origin) Act 2017.
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In 2020, Simplot Australia was forced to change the origin label on 31 frozen fish products from ''Made in Australia' to 'Packed in Australia'
Birds Eye is owned by Simplot Australia Pty Ltd (Simplot), which also owns Neptune, I&J, and one home brand product. In 2020, Simplot Australia was forced to change the origin label on 31 frozen fish products from ''Made in Australia' to 'Packed in Australia'. The Australian Competition and Consumer Commission (ACCC) found that the crumbing, slicing, and par-frying of the frozen fish did not satisfy the label's requirements.
Under the Australian Consumer Law's Country of Origin labelling provisions, a food product must undergo a "substantial transformation" to be labelled as 'Made in Australia'. This means that the product must be fundamentally different in identity, nature, or essential character from its imported ingredients or components. The ACCC found that Simplot's products did not meet this standard, as they were only undergoing minor manufacturing processes in Australia, such as shaping, coating, par-frying, and packaging.
Simplot's frozen fish products were found to be using fish imported from countries including New Zealand, the United States, and South Africa. The ACCC's concerns were raised through compliance checks across a range of frozen foods. Simplot cooperated with the investigation and agreed to make changes to its labelling, and as a result, no enforcement action was taken.
Simplot has stated that they procure sustainable seafood from the best fishing areas globally and then process it at their Kelso plant using Australian labour and under Australian food safety and quality standards. However, the ACCC concluded that the amount of processing undertaken at the Kelso plant did not constitute the product being labelled as 'Made in Australia'. This incident highlights the importance of accurate country-of-origin labelling, as consumers may be willing to pay a premium for products they believe are made in a particular country, especially Australia.
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The Australian Competition and Consumer Commission (ACCC) found that the products did not meet the criteria for being 'Made in Australia'
Birds Eye is owned by Simplot Australia Pty Ltd (Simplot). In 2020, the Australian Competition and Consumer Commission (ACCC) found that 31 of Simplot's frozen fish products, sold under the brand names Birds Eye, I&J, Neptune, and one home brand product, did not meet the criteria for being "Made in Australia". The ACCC's concerns were centred around the fact that the products bore a "Made in Australia" mark, despite the imported frozen fish not having been substantially transformed in Australia.
Under the Australian Consumer Law's Country of Origin Labelling provisions, food products packed in Australia without being substantially transformed cannot display a "Made in Australia" mark. Simplot's products used fish imported from countries including New Zealand, the United States, and South Africa. The ACCC's view was that only minor manufacturing processes occurred in Australia, and the imported ingredients did not differ fundamentally from the manufactured goods. As a result, Simplot amended the country of origin labelling on the affected products from "Made in Australia" to "Packed in Australia".
The ACCC is the chief competition regulator of the Government of Australia, located within the Department of the Treasury. It was established in 1995 and is responsible for protecting consumer and business rights and obligations, performing industry regulation and price monitoring, and preventing illegal anti-competitive behaviour. In the specific case of Birds Eye, the ACCC's role was to ensure compliance with the Country of Origin Food Labelling Information Standard 2016 (Food Labelling Standard), which requires most food for retail sale in Australia to carry accurate country of origin information.
The ACCC's findings highlight the importance of businesses understanding the key concepts of country of origin claims, such as "produced in" or "packed in," as defined in the Australian Consumer Law. Businesses have a responsibility to ensure their country of origin claims are true, accurate, and based on reasonable grounds, without creating a misleading impression for consumers.
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Birds Eye has been partnering with Australian farmers for generations and sources most of its vegetables from Tasmania
Birds Eye is committed to producing quality food locally and supporting Australian farmers, communities, and families. The company has been partnering with Australian farmers for generations and sources most of its vegetables from Tasmania.
In 1995, the J.R. Simplot Company expanded into Australia and acquired iconic brands like Birds Eye. Simplot Australia, a wholly-owned subsidiary of US-based company JR Simplot, owns Birds Eye, Neptune, I&J, and one home brand product. Despite being owned by an American company, Birds Eye has a strong connection to Australian farmers and strives to source locally in Tasmania and around Australia.
Tasmania's location and surrounding waters provide moderate temperatures, good rainfall, and fertile soil, as well as warm days and cool nights, allowing Birds Eye to produce high-quality vegetables year-round. The company sources 90% of its Tasmanian vegetables, including broccoli, cauliflower, Brussels sprouts, onions, beans, peas, and carrots, from farms within 90 km of where they are produced. Birds Eye also sources from farms along the east coast of Australia, which offers a diverse range of climates and growing conditions for their veggies.
Birds Eye's commitment to Australian farmers and local sourcing is evident in their Agricultural Services team, who work closely with growers to provide crop advice and enhance sustainability. The company also processes crops that fresh markets won't accept due to minor cosmetic defects, contributing to a reduction in food waste. In addition, Birds Eye invested in a co-generation plant at its Ulverstone facility in Tasmania, resulting in a significant reduction in greenhouse gas emissions.
While Birds Eye has faced some challenges with its country of origin labelling on frozen fish products, the company has taken steps to amend this and ensure compliance with Australian regulations. Overall, Birds Eye's partnership with Australian farmers and its commitment to local sourcing in Tasmania and across Australia contribute to its reputation as a trusted and beloved brand.
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The company has a longstanding commitment to sustainability and reducing waste
Birds Eye, a frozen food company, has been committed to sustainability and reducing waste for a long time. The company's sustainability strategy focuses on energy, water, and waste management, with clear targets for increasing sustainability. Birds Eye has been sourcing fish using sustainable fishing practices for over 25 years and grows all its peas according to sustainable agriculture principles. The company also prioritises recyclable packaging and decreasing the use of additives and preservatives. In 2021, Birds Eye transitioned to fully recyclable materials for its frozen vegetable packaging, reducing excess materials by 7%, equivalent to 28 tonnes of material per year. The company also modified its package sizes to reduce excess. Birds Eye's commitment to sustainability is integrated into its everyday work, with the company working together with its employees for a more sustainable future.
Birds Eye's sustainability efforts are recognised by external organisations. In 2020, Birds Eye's Farming Collaborative was awarded Gold Level status by the SAI Platform in their Farming Sustainability Assessment, becoming the first UK farming group and the first globally to receive this status. Birds Eye follows the SAI Platform's key principles, which cover areas such as soil, nutrient, water, and waste management, greenhouse gas emissions, biodiversity, and crop protection. Birds Eye also publishes an annual Nomad Foods Europe Sustainability Report, demonstrating its commitment to transparency and progress in sustainability.
Birds Eye's approach to sustainability also extends to reducing food waste. The company's frozen food products help keep food fresh for longer, contributing to healthier and more sustainable diets. Birds Eye's innovative "'Time Lock' snap freezing method", introduced in the 1970s, retains much of the nutritional value of vegetables, providing a convenient and nutritious option for consumers.
While Birds Eye has a strong focus on sustainability and waste reduction, it is important to note that the company faced an issue regarding country of origin labelling in 2020. The Australian Competition and Consumer Commission (ACCC) found that the company's "Made in Australia" label on certain frozen fish products did not meet the requirements, as the imported fish was not substantially transformed in Australia. As a result, Birds Eye amended the labelling to "Packed in Australia", addressing the concern.
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Frequently asked questions
Birds Eye is owned by Simplot Australia Pty Ltd, a subsidiary of US-based company JR Simplot.
No, Birds Eye is not Australian-owned. It is owned by JR Simplot, a US-based company. However, it has a strong presence in Australia and sources many of its ingredients locally.
Birds Eye sources its ingredients from various countries, including Australia, New Zealand, the United States, and South Africa. The company has a longstanding partnership with Australian farmers and strives to source locally in Tasmania and other parts of Australia.
Birds Eye was forced to remove the "Made in Australia" label from 31 frozen fish products in 2020. The Australian Competition and Consumer Commission (ACCC) found that the processing of the imported fish did not satisfy the label's requirements. To qualify as "Made in Australia," a food product must be substantially transformed in Australia, which means it should be fundamentally different from the imported ingredients.
