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MYThe iconic green and gold kangaroo logo is a familiar sight on many products in Australia. But does it always mean the product is entirely Australian? Let’s discover the details behind this symbol and what it means for brand owners and consumers. For more statistics, access full article via the link below.
Consumer Confusion Over the Kangaroo Logo
Recent research commissioned by dairy cooperative Norco reveals a significant misunderstanding among Australian shoppers. More than 81% of consumers believe that products featuring the Australian-made logo are also Australian-owned. However, many of these products are produced by foreign-owned companies.
This confusion has sparked calls for clearer labelling, with 75% of surveyed Australians supporting including country-of-ownership information on food labels. Only 10% of consumers currently research product ownership themselves, underscoring the need for more transparent packaging.
What Does the Kangaroo Logo Really Mean?
The Australian Made campaign offers several versions of the logo, each with specific criteria:
The product’s last substantial transformation occurred in Australia
All significant ingredients were grown in Australia, and nearly all processing was carried out locally.
Indicates both Australian origin and Australian ownership.
According to the Australian Competition and Consumer Commission (ACCC) there are no requirements under Australian Consumer Law for businesses to provide specific information on their country of ownership, but businesses may voluntarily do so.
The Norco survey found only one in 10 shoppers did their own research on where products came from.
Supporting Australian Brands: Why It Matters
According to the Norco survey, 30% of respondents have increased their support for Australian brands over the past two years, even if these products cost more. Supporting Australian-owned businesses not only strengthens local industries but also ensures profits are reinvested into the community. For instance, Sanitarium Health Food Company, a proudly Australian-owned brand, has donated over six million servings of food to relieve food insecurity.
How QLM Label Makers Can Help
At QLM Label Makers, we understand the importance of clear and effective labelling to convey your brand’s story. Whether you’re highlighting Australian-made or Australian-owned credentials, our custom label printing solutions ensure your message stands out. From flexible packaging to folded carton labels, we help you meet your customers’ expectations and build trust.
Contact us today to explore how we can elevate your packaging with innovative designs and premium printing solutions. Let QLM be your partner in creating labels that truly represent your brand.
Full article: Australian Made is not necessarily Australian-owned, and actual local businesses are calling for clearer labelling
By Kim Honan and Elloise Farrow-Smith (ABC News, 2024)
