Taking the

to Asia

Australian brand

Ben Lazzaro Marketing and Communications Manager Australian Made Campaign Ltd @AustralianMade

Welcome

About the Australian Made Campaign Ltd (AMCL)

Leaders in nation branding

Links into Asia

Branding products as ‘Australian’ for overseas markets

About the Australian Made, Australian Grown (AMAG) logo.

Why businesses use the AMAG logo overseas

Overview

How to access the logo

Legal protection in Asia

About the Australian Made Campaign Ltd (AMCL)

AMCL is the not-for-profit public company that administers and promotes the famous Australian Made, Australian Grown (AMAG) logo.

Governed by a Board of Directors, elected by its eleven members

which are ACCI, the state and territory chambers and the

National Farmers Federation.

AMCL is not a government body and does not receive government funding for its core operations, which are:

Established in 1999 by the Australian Chamber of Commerce & Industry (ACCI) and the network of state and territory chambers of commerce, with the cooperation of the Federal Government.

Licensing companies to use the AMAG logo

Compliance

Promoting Australian products that carry the logo both in Australia and overseas

Overview

About the AMAG logo

Launched by the Federal Government in 1986

To carry the AMAG logo, products must be registered with AMCL and must meet the strict criteria in the Code of Practice

Australia’s only registered country of origin certification trademark

One logo with five descriptors

What is a certification trademark?

A certification trademark is a special kind of trademark which indicates to consumers that a product meets certain standards or criteria.

History

About the AMAG logo

The product has been manufactured in Australia (not just packaged) and at least 50 per cent of the cost of production has been incurred in Australia.

All of the product's significant ingredients are grown in Australia, and all, or nearly all of the processing has been carried out in Australia.

A seafood product in which all of the product's significant ingredients are grown or harvested in Australia, and all, or nearly all of the processing has been carried out in Australia.

All of the product's significant ingredients come from Australia, and all, or nearly all of the manufacturing or processing has been carried out in Australia.

Can only be used in export markets. The product must satisfy the criteria for at least one of the four preceding claims, and not be misleading.

Definitions

98% 94% 98%

86% 85% 88%

0%

25%

50%

75%

100%

2006 2009 2012

Recognition Trust(Roy Morgan Research)

About the AMAG logo Key statistics

About the AMAG logo Strong corporate support

Australia has a very strong nation brand Branding products as Australian overseas

Being recognised as Australian is usually considered a positive in most markets

Can generate a premium for Australian exporters and import competitors alike

Increased costs and a high $AUD a challenge for the competitiveness of many Australian products, so country of origin is an asset we should be driving much, much harder.

Fresh , healthy & tasty: food grown in clean, green environment

High quality: components, ingredients and manufacturing/processing standards are high

Safe: products made and grown in accordance with strict regulations and governance is high

Value: represents good value for money

Branding products as Australian overseas The kangaroo works

The AMAG logo: A global reach

^Datamonitor 2011/2012

Products carrying the logo in export markets are more likely to increase sales than those which do not carry the logo*

Branding products as Australian overseas

The AMAG logo is used by over 2100 companies on over 15,000 products here and around the world

AMCL provides licensees with opportunities to enter export markets including Asia

The AMAG logo provides recognisable third-party accreditation —delivers confidence to consumers

Two thirds of the businesses that use the logo export

75% of Chinese consumers recognise and value the Australian Made logo^

*YSC Online 2010

Legal protection Links into Asia

The AMAG logo is a registered trade mark in a number of overseas markets:

Singapore

South Korea

China

USA

Establishes formal presence of the logo in each country

Provides legal framework in each jurisdiction for protection of the logo and the products that carry it

Retail partnerships - Singapore

Cold Storage

Links into Asia

Benelux Produce

NTCU FairPrice

Fresh fruit & vegetables + a range of house-branded products such as milk

Fresh fruit & vegetables

In-store Aussie promotions

Australian Made-branded stores - China

First store to open in December 2014, in Shanghai free-trade zone

Links into Asia

Only stock products that carry the AMAG logo

Endorsed by Minister for Small Business, Bruce Billson

Australian Made-branded stores – South Korea Links into Asia

Australian Made-branded sections – AUNEW stores (China) Links into Asia

Australian Made-branded stores - Airports Links into Asia

Linking Domestic – Travel – International

Cairns – Domestic and International Terminals

Melbourne – International Terminal

Sydney – International Terminal

South Australia – Domestic

Trade show branding Links into Asia

Seoul Food Expo, South Korea, 2013 Expo 2012, Yeosu, Korea Australian Pavilion

World Expo, Shanghai China, 2010 - retail bags for Australian pavilion

Trade show branding Links into Asia

Asia Fruit Logistica – Hong Kong , Sept 2012

PARKnSHOP Hong Kong, Feb/March 2010

Australia-Sino Hundred Year Agricultural and Food Safety Partnership ASA 100

Strategy to make Australia the most reliable and competitive food supplier to China

Australian governments and producers to form a single brand to market Australian products to China

AMCL supports the proposal—consistency of branding is common sense

We only need one logo—not a plethora of symbols, logos and identifiers

Promoted by the public and private sectors

International audience looks to the Australian Made Campaign Leaders in nation branding

The success of the AMAG logo has seen a number of countries engage with AMCL to establish their own country-of-origin brands:

South Africa: Proudly South African

Canada: In progress

Ireland: Guaranteed Irish

New Zealand: New Zealand Made

Indonesia

Why use the AMAG logo overseas?

EXPORT: “One of the keys to improving our overseas sales is to ensure that potential buyers are aware of the origin of our product. We’ve found the logo to be very helpful in letting our customers know that our beers, like our company, are 100% Australian and this has proved to be an excellent marketing tool for us.” – Coopers Brewery

Testimonials

CORPORATE COMMUNICATIONS: “Our clean, green image and high food safety standards are a given, but to assure our buyers that the produce we promote is actually grown in Australia, we use the Australian Grown logo.”– Australia Fresh (Horticulture Australia)

Testimonials “We knew that for a premium brand like OzKids to

succeed in China, we would need to use the Australian Made logo. It’s widely recognised in Asia as representing products that are genuinely made in Australia.” – Distribution Director OzKids, Doug Smith

“We know that consumers are positively influenced to purchase Australian-made products, and the logo adds credibility to our country-of-origin claims, so it plays a very important role in our marketing. Our foray into China is the beginning of us taking our products to the world, each carrying the green-and-gold certification mark” - A. H. Beard Director, Allyn Beard

Why use the AMAG logo overseas?

Get the ‘Australian advantage’! Fees The annual licence fee is

based on the actual sales of licensed products for the previous 12 months

The minimum fee is $300 + GST

Get the ‘Australian advantage’! How to register

Short approval process by the AMCL compliance team

Quick online application including the submission of a Licensee Undertaking

Once approved, your product is permitted to carry the AMAG logo

Registering your products to carry the AMAG logo is simple

Thank you