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Local food exporters reliant on Asian connection to 'Brand Australia'

06 November, 2014

A more unified approach to marketing and selling in Asia would only bolster local food exporters' already strong standing as suppliers of quality products and produce, Australian Made Campaign CE Ian Harrison told a food conference in Darwin recently.

The not-for-profit Australian Made Campaign put the spotlight on country-of-origin branding at the Northern Australia Food Futures Conference (3–5 November).

Harrison spoke at the President's Lunch preceding the conference, calling for a collaborative, cohesive approach to export marketing, incorporating a single brand and a single logo.

Power of consistent branding

"The power of consistent branding and a global approach for our food exporters cannot be overstated," Harrison said.

"Australia's strong nation brand is a valuable asset, particularly in Asia, for exporters of Australian products and produce, and the premiums that are available to Australian goods in the market are significant."

Harrison said that Australia's registered country-of-origin certification trade mark, the green-and-gold Australian Made, Australian Grown logo, with its established links to government and wide recognition throughout Asia, was the obvious symbol to make the connection to 'Brand Australia'.

More than 2000 Australian businesses currently use the logo on over 15,000 products sold here and around the world.

Just last week it was announced that 200 Australian Made branded stores would launch in China next year, selling only certified Australian products and produce.

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