Leslie Massey
The Australian Made Campaign is a government-funded initiative that promotes Australian-made products in local and export markets. The campaign's logo, featuring a green and gold kangaroo, is a symbol of authenticity and a guarantee that a product is genuinely made or grown in Australia. The Australian Made logo was created by the Australian Government in 1986 and is now used by over 4,500 businesses. The campaign includes an annual Australian Made Week, which encourages shoppers to buy local products and support Australian businesses.
| Characteristics | Values |
|---|---|
| Purpose | To promote Australian-made products in local and export markets |
| Owner | Australian Made Campaign Limited (AMCL), a not-for-profit organisation funded by the Australian Government |
| Logo | A green and gold kangaroo |
| Logo Recognition | 99% of Australians recognise the logo, 93% are confident that products carrying it are genuinely Australian |
| Logo Usage | Over 4,500 businesses use the logo on thousands of products sold in Australia and export markets |
| Logo Criteria | A product must be "substantially transformed" in Australia to qualify for a license to use the logo |
| Annual Campaign | Australian Made Week, first launched in 2021 |
| Campaign Ambassadors | 2021: Elyse Knowles; 2022: Adam Liaw; 2023: Ash Barty; 2024: Jessica Mauboy |
| History | The campaign's origins can be traced back over 100 years; the Australian Made logo was created in 1986 |
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What You'll Learn
The Australian Made logo
The Australian Government created the Australian Made Logo certification trademark in 1986 to promote Australian-made products in local and export markets. The logo was designed by Melbourne graphic designer Ken Cato and launched by then-Prime Minister Bob Hawke. In 2002, the Australian Government transferred ownership and management of the logo to Australian Made Campaign Limited (AMCL), a not-for-profit organisation. AMCL administers the logo through third-party verification processes and regular audits to ensure that only products that are genuinely manufactured (substantially transformed) or grown in Australia are licensed to carry the logo.
To qualify for a license to use the Australian Made logo, a product must be "substantially transformed" in Australia. The Code of Practice defines "substantial transformation" as a good that has been grown in a particular country, with each ingredient or significant component of the good grown in that country, and all or virtually all processes involved in the production or manufacture of the good happening in that country. Alternatively, a good can be the product of a particular country, with the country being the origin of each significant ingredient or component, and all or virtually all production processes happening in that country. Finally, a good can also qualify if, as a result of one or more processes undertaken in that country, it is fundamentally different in identity, nature, or essential character from all of its imported ingredients or components.
The Australian Competition and Consumer Commission (ACCC) plays an important role in protecting country-of-origin claims. The Trade Practices Act prohibits businesses from making false or misleading representations concerning the place of origin of goods. In 2016, the Australian Government changed food labelling laws to add a bar showing the percentage of Australian ingredients for any product made in Australia. Australian food products sold domestically can no longer use the AMAG certification trademark as a standalone country-of-origin symbol. However, these new labelling requirements do not apply to exported food products.
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Australian Made Campaign Limited (AMCL)
The Australian Made Campaign is a long-standing initiative that encourages consumers to buy locally made goods. The campaign's logo, featuring a green and gold kangaroo, is a symbol of authenticity for products genuinely made or grown in Australia. The Australian Made logo was created by the Australian Government in 1986 to promote Australian-made products in both domestic and export markets.
In 1996, the logo reverted to the Australian Government when the Foundation went into liquidation. The Australian Chamber of Commerce network then established Australian Made Campaign Limited (AMCL) as a not-for-profit organisation to administer the logo and its use. In 2002, the Australian Government officially transferred ownership and management of the logo to AMCL through a Deed of Assignment and Management, ensuring the government's ongoing connection.
AMCL sets the criteria for products to qualify for a license to use the Australian Made logo. To be eligible, a product must be "'substantially transformed' in Australia. This means that either all or virtually all of the production processes and significant components or ingredients must originate from Australia. The Code of Practice outlines these requirements, and AMCL administers the logo through third-party verification and regular audits to ensure compliance.
In 2016, the Australian Government updated food labelling laws to include a bar indicating the percentage of Australian ingredients in products made in Australia. This change meant that the AMAG certification trademark could no longer be used as a standalone country of origin symbol for domestically sold food products. However, it remains an essential marketing tool for Australian businesses, with over 4,500 companies using the logo on thousands of products sold in Australia and export markets.
To promote Australian-made products, AMCL launched Australian Made Week in 2021, an annual multi-channel media campaign. This campaign encourages shoppers to buy local products and look for the iconic logo when shopping. Each year, a prominent Australian is chosen as an ambassador for the campaign, including tennis champion Ash Barty in 2023 and singer-songwriter Jessica Mauboy in 2024.
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Country of origin claims
Country-of-origin claims are an important aspect of the Australian Made Campaign, as they help consumers understand where their food or products come from. Under Australian Consumer Law, the Country of Origin Food Labelling Standard 2016 requires country-of-origin labels to appear on most foods sold in Australia, except in restaurants and cafes. The labels must be true and accurate, indicating the country where the food was grown, produced, or made.
The Australian Made logo, with its iconic green and gold kangaroo, is a key part of the country-of-origin claims. It certifies that a product is genuinely made or grown in Australia. Businesses wishing to use the logo must ensure their products meet the requirements under Australian law to be described as Australian. The logo is a powerful marketing tool, with 99% recognition among Australians and a strong association with safety and high quality.
To qualify for a license to use the Australian Made logo, a product must be "substantially transformed" in Australia. This means that either the product was grown or produced in Australia, with all or virtually all processes happening in the country, or as a result of processes undertaken in Australia, it is fundamentally different from its imported ingredients or components.
For non-food items, country-of-origin labelling is not required by Australian Consumer Law, but other laws may apply. However, businesses can still make country-of-origin claims if they believe an ordinary and reasonable consumer wouldn't consider them false, misleading, or deceptive. The use of words, images, or symbols that suggest additional connections to Australia must be carefully considered to avoid misleading consumers.
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Australian Made Week
The history of the Australian Made Campaign goes back over 100 years, with the merits of buying Australian-made products being advocated in Federal Parliament since Federation. In the 1930s, chambers of manufactures began championing the cause through publications and press advertisements. In 1961, a national campaign called Operation Boomerang was launched to strengthen the profile of local manufacturing and encourage people to buy locally made goods. The campaign's logo, a red boomerang on a blue background with the Southern Cross, is still recognised today.
In 1986, the Australian Government commissioned the introduction of the Australian Made logo, which was designed by Melbourne graphic designer Ken Cato and launched by then-Prime Minister Bob Hawke. The logo was created to promote Australian-made products in local and export markets, providing consumers with the assurance that goods bearing the logo meet specific requirements to be described as Australian in origin.
To qualify for a license to use the Australian Made logo, a product must be "substantially transformed" in Australia. This means that the product must be grown or produced in Australia, with all or virtually all processes involved in its production or manufacture taking place in the country. The Australian Competition and Consumer Commission (ACCC) plays an important role in protecting country-of-origin claims and ensuring that businesses do not make false or misleading representations about the origin of their goods.
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History of the Australian Made Campaign
The Australian Made Campaign and its iconic green and gold kangaroo logo have a long history that goes back over 100 years. The merits of buying Australian-made products have been advocated in Federal Parliament since Federation, and chambers of manufactures have been promoting the cause through publications and press advertisements since the 1930s.
In 1961, a national campaign called Operation Boomerang was launched by the Associated Chambers of Manufactures of Australia. It aimed to strengthen the profile of local manufacturing and encourage people to buy locally made goods. Its logo, featuring a red boomerang on a blue background with the Southern Cross, is still recognisable today.
However, the official Australian Made logo was created by the Australian Government in 1986 to promote Australian-made products in local and export markets. Designed by Melbourne graphic designer Ken Cato and launched by then-Prime Minister Bob Hawke, the logo has become a symbol of authenticity, certifying that a product is genuinely made or grown in Australia.
In 1996, the logo reverted to the Australian Government when the Foundation went into voluntary liquidation. Soon after, in the late 1990s, the Australian Chamber of Commerce network established the not-for-profit company Australian Made Campaign Limited (AMCL), along with a new code of practice for the logo. In 1999, the logo was officially relaunched by Prime Minister John Howard, and in 2002, ownership was transferred to AMCL.
In 2007, the logo was renamed the 'Australian Made, Australian Grown' logo as part of the Federal Government's new food labelling initiative. Ken Cato was once again commissioned to update the logo's design, and the rules governing its use were extended to include fresh and packaged produce.
Today, the Australian Made logo is used by over 4,500 businesses on thousands of products sold in Australia and export markets worldwide. The logo is recognised by 99% of Australians, with 93% confident that products carrying it are genuinely Australian. In 2021, AMCL launched the first Australian Made Week, an annual campaign encouraging shoppers to buy local products and look for the iconic logo.
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Frequently asked questions
The Australian Made Campaign is a government-funded campaign that promotes Australian-made products in local and export markets. The campaign is administered by Australian Made Campaign Limited (AMCL), a not-for-profit organisation that ensures only products genuinely made or grown in Australia can use the Australian Made logo.
The Australian Made logo is a marketing tool for Australian businesses. It certifies that a product is genuinely made or grown in Australia and is recognised by 99% of Australians. The logo features a green and gold kangaroo and was designed by Melbourne graphic designer Ken Cato in 1986.
For a product to qualify for a license to use the Australian Made logo, it must be "'substantially transformed' in Australia." This means that all or virtually all of the production processes must take place in Australia, and each significant component or ingredient must originate from Australia.
