Encourage your customers to ‘shop green-and-gold’ this Australia Day
The Australian Made Campaign will call on all Australians to support local manufacturers this month, by considering the many ways they can get behind them in the lead-up to Australia Day and beyond.
“We are encouraging consumers to ‘search and shop green-and-gold’ whenever possible, and take the time to maintain a general awareness of what the local industry has to offer. They might just be surprised to discover the wide variety of goods produced in this country. It all starts with the green-and-gold Australian Made, Australian Grown kangaroo logo,” Australian Made Campaign Chief Executive, Ian Harrison, said.
The logo is the only registered country-of-origin certification trade mark for all products made in Australia.
The Australian Made Campaign promotes certified Australian Made and Australian Grown products via its social media platforms daily, while its website offers a speedy search of over 15,000 products via a comprehensive online directory.
“Australia Day is a great time of year to celebrate Aussie producers. Maintaining the connection between the local industry and the community throughout the year is the next goal. Let’s make every day Australia Day,” Mr Harrison said.
Consumers want ‘Australian Made’
The Australian Made Campaign has welcomed the latest research from Colmar Brunton which reveals ‘Australian Made’ has moved to the “third most looked for statement on product labels”. The first two both being price related.
“The finding that an ‘Australian made’ claim ranks second behind price factors in the information shoppers are looking for, clearly establishes that shoppers want to know where their food is coming from and where their products are made. Primarily they want to buy Australian made,” Mr Harrison said.
“The Australian Made, Australian Grown logo provides that immediate connection and gives Australian consumers’ confidence and trust that what they are buying is in fact from Australia. Shoppers buying local products will continue to enjoy great quality while giving opportunities to Australian manufacturers,” he said.
The green-and-gold Australian Made, Australian Grown (AMAG) logo is the only registered country-of-origin certification trade mark for the full range of genuine Australian products and produce. It has been helping Australian consumers, farmers, processors and manufacturers for thirty years.
Australian Made and Australian Grown logo celebrates 30 years
2016 was an important milestone for the iconic Australian Made, Australian Grown logo, with it celebrating 30 years of helping businesses promote; and consumers easily identify, genuine Aussie products and produce.
The 30 year anniversary was formally recognised at a Canberra business dinner, for which Prime Minister Malcolm Turnbull was guest speaker.
The logo was initially launched in 1986, by the then Prime Minister Bob Hawke, to encourage Australians to buy genuine Aussie products. It is now used by more than 2600 businesses and appears on over 16,000 products sold in Australia and around the world.
Over the past three decades, the logo has achieved some important milestones, including the introduction of the Australian Grown descriptor in 2007 and the incorporation of the logo this year into the Government’s new food labelling scheme.
The logo is universally recognised by 98 per cent of consumers and trusted by 89 per cent of consumers, and also features heavily in export markets, particularly throughout Asia where consumers are interested in Australia’s enviable reputation for safety and quality.
“The logo has helped establish an immediate connection between Australia and its products for 30 years. It has been great for business and great for consumers as well,” Mr Harrison said.
In keeping with the logo’s celebrations at the Australian Chamber of Commerce and Industry dinner, Mr Turnbull was presented with a limited edition Australian Made Coopers Vintage Ale.
Australian Made logo markets local products in export markets
Being recognised as genuinely Aussie is an asset in the marketplace, and that is where the green-and-gold AMAG logo plays its very important role. Its enormous recognition and trust in Australia and its growing recognition and trust throughout the world make it a powerful marketing symbol for Australian growers and manufacturers.
The AMAG logo gives businesses a very powerful brand umbrella under which they can establish the recognition of their own brand and their own products. Many companies are using the logo to establish their credentials overseas.
To support its role in key export markets, the logo has been registered as a trademark in China, South Korea and Singapore (as well as the USA), and Australian Made branded retail outlets have been opened in China and South Korea. Asian consumers are particularly interested in Australia’s enviable reputation for product safety and quality, and the Australian Made logo readily connects to this.
Australian Made Campaign Chief Executive Ian Harrison said shoppers are looking for the logo to readily identify goods as authentic and manufacturers should be leveraging that fact.
“Research has shown that the AMAG logo carries significant weight overseas, with studies finding that Australian products carrying the logo in export markets were more likely to increase sales than Australian products not carrying the logo,” Mr Harrison said.
“Also, in most situations Aussie products can command a premium in the marketplace. This is one of the reasons distributors are so interested in stocking products carrying the AMAG logo,” he said.
D&D Technologies wins ‘National Export Award’ from Master Builders Australia
Sydney based gate hardware design and manufacturing company, D&D Technologies Pty Ltd, has won the 2016 Master Builders Australia’s National Export Award.
D&D Technologies, famous for its multi-award-winning MagnaLatch® Child Safety Gate Latch seen on many swimming pool and childcare centre gates around Australia, took out the prestigious award in the Great Hall, Parliament House, Canberra, late last year.
Each year Master Builders Australia acknowledges excellence in the building and construction industry through its National Excellence in Building and Construction Awards, including the Export category.
The National Export Award was sponsored by the Australian Made Campaign to recognise the outstanding export performance of members and others in the Australian building and construction industry within the export market.
D&D’s Director of Sales and Marketing, Justin Francis, said winning the prestigious award was another feather in the cap of the innovative, home-grown manufacturer and exporter.
“This National Export Award is a great honour for our company. To be recognised by the national representative body of Australia’s leading building companies, designers and suppliers is most gratifying – a huge honour. It is a testament to the great products and great people behind our company, which has been able to export its ground-breaking gate latches, locks and hinges to many countries around the world, notably the USA.”
While D&D Technologies built its business around the revolutionary, magnetically triggered MagnaLatch product, the company has gone on to design a number of other patented gate safety and security latching and hinging solutions that have been highly appreciated by the building, fencing, swimming pool, locksmith and childcare industries. The company is already the holder of no less than four Australian Design Awards and two Australian Design Marks.
“The two things we are most proud of is the fact our products have helped protect and save the lives of so many toddlers around backyard pools, homes and roadsides, and the other great achievement is that we have been able to keep the manufacturing of our products in Australia – with the products being made at our Sydney facilities. We are proudly Australian made and Australian owned, with a passion for innovation and quality,” Mr Francis said.
D&D Technologies is renowned for a wide range of safety and security gate latches and self-closing hinges, including a recently released deluxe version of the MagnaLatch, the MagnaLatch® ALERT. This innovation is the world’s first and only gate latch with dual electronic alarms in one convenient product that can be easily mounted to most gates without the need for wiring, electricians or special tools.
D&D Technologies invented magnetic gate latches (MagnaLatch®) and polymer safety gate hinges (TruClose®) in the 1990s, and has since developed a wide range of other security and general-purpose gate latches, locks and hinges. It exports its products around the world, most notably to North America, New Zealand and the UK.
The regular MagnaLatch® is a familiar sight on many swimming pool, childcare centre and playground gates throughout Australia. It is also a multi-award-winning product that boasts an Australian Design Award for design excellence, and it was also a previous winner of the Kidsafe ‘Product of the year’ award. Its magnetic technology has made it a favourite among parents and carers, and D&D Technologies has sold millions of the latches worldwide. It’s a great Australian success story.
D&D Technologies is fully Australian owned, and all products are Australian made.
Summary of Australian Made logos
The product has been manufactured here (not just packaged or assembled), and 50 per cent or more of the cost of making it can be attributed to Australian materials and/or production processes.
Can only be used in export markets; and the product must satisfy the criteria for at least one of the four preceding claims, and not be misleading.
For more information visit: www.australianmade.com.au
Timbermate acquires Agnews Water Putty
During 2016, Timbermate bucked the trend of moving away from Australian manufacturing and acquired the Agnews Water Putty business. Operated out of Melbourne since 1929, the Agnews brand will continue to not only be owned by an Australian business but manufactured locally in Mitcham, Victoria.
While familiar to homes in Australia for three generations, Timbermate plans to capitalise off the high level of quality manufacturing available in Australia by introducing this product to new global markets.
The trend to move away from Australian manufacturing has increased over the past 12 months unfortunately, according to Timbermate CEO Warren Mymin.
“Particularly with increasing local costs (raw materials, increase in superannuation, rents etc.) many businesses believe there is no other choice. At Timbermate we continue to absorb increases which are above and beyond our increases to our customer base,” Mr Mymin said.
“We understand that while every business needs to be commercial, there are also social and economic reasons for maintaining local manufacturing. For every business that goes off shore, there are families who no longer have wages to put back into the economy which eventually affects us all,” he said.
Point of difference
Timbermate’s point of difference surrounds a formula developed in the 1920s that has stood the test of time.
“When Timbermate launched in the Australian marketplace it was made up of latex, acrylic and solvent based fillers. Each of these had limitations with cracking or compatibility with top coats, however Timbermate has neither of these issues. As a water based product in the true sense of the word (many think of Acrylic because of paint), Timbermate contains no acrylic, latex or solvent so can be used with any coating and stain. The formulation is also VOC free,” Mr Mymin said.
“In 2012, the Timbermate Group released Earl’s MulTFill, which has ‘filled’ the demand for an exterior version of Timbermate. This product continues to grow rapidly for both painting applications and filling nail holes in decking,” he said.
Much like the current demand for craft products in many walks of life, Timbermate is no different. The manufacturing side of the business is unique in that it is not mass produced by machinery lines, but is rather pumped out individually by an operator and hand capped. Not only does this keep Australians in a job, it also means an element of pride is included with every tub, according to the company.
Sales within the category are lifting.
As housing prices continue to rise, it seems the home owner needs to repair the home rather than replace it.
As Timbermate only manufactures premium products, we have also seen tremendous growth in the premium category as the consumer mindset continues to change, Mr Mymin said.
“If the consumer buys based on price, often they find they are spending more time and money to fix the job shortly thereafter. This is why they would rather buy premium materials and do the job once. This has been particularly significant in Timbermate’s growth. The market is very competitive. Regardless of the price point, the strength of a product all comes down to customer education,” Mr Mymin said.
“In our area we have to educate the consumer on why they need to buy a premium product. This could include features and benefits for the consumer and also the fact that you support Australian families with 100 per cent of the purchase. Regardless, with different price points and new technologies being introduced by ourselves and our competitors, you always need to be ready to adapt to a moving and more competitive landscape,” he said.
The main issue facing the category simply comes down to cost and pricing pressures, Mr Mymin said.
“Without government support, more and more Australian businesses will feel compelled to move offshore to survive as their competitors move to other environments where they can save on labour, manufacture overheads and drive down prices. This has been seen in the car industry, amongst other industries, in recent years.”
“The biggest draw back from the cost savings is that in most instances you lose quality once you move offshore and you become no different to most of your competitors unless you can protect any change in quality. For those brands that want to maintain Australian quality, they need work on their own efficiencies and need the support of their customers and end users, to re-inforce the demand for quality Australian Made products,” Mr Mymin said.
“As our products are not only 100 per cent Australian made but made from all Australian raw materials, we do not envisage any changes through regulation. In fact, we welcome new regulation as for too long products have not been truly Australian yet marketed as ‘Australian Made’. We believe that the 50 per cent threshold for the cost of manufacture should be raised to truly differentiate those businesses supporting Australian families,” he said.
Above and beyond the expansion of the Agnews brand, Timbermate also launched a new line of Slipstick Bench Grippers in December 2016. Leveraging off the strength of the Slipstick brand in the floor protection market, the Bench Gripper uses the same non-slip technology for the DIY user who wants to support any piece of timber they are working on without any slippage. The packaging also comes with eight painter’s points which are used to allow support for painting too.
Haymes launches new brand positioning
Haymes recently underwent a brand positioning review, involving key stakeholders, to determine the future brand positioning for the business to take it forward into the next decade. After an extensive process that included evaluation a number of options, Haymes will launch a new brand positioning statement of ‘Australia’s first family of paint’.
Haymes General Manager, Rod Walton said, “The new positioning highlights the distinctive nature of the business being family owned and operated by the fourth generation Haymes family. Our brand audited also highlighted the Haymes brand is seen as: Genuine – with our country upbringing and family values shine through; Inventive – over the years we have proven that lateral thinking and good ideas give us an edge; Quirky – popular, uplifting, individual, full of life and welcome in any home. And Feisty – we are young, smart and somewhat fearless.”
The Haymes family believe the new positioning resonates because they are still a unique Australian and family owned paint manufacturer with a history and heritage in the category (in the family since 1935).
There are also generations of R&D in their product range, including a number of ‘industry firsts’ under their belt – from computerised colour through to revolutionary Simply Woodcare acrylic water based formulations.
“We have an unsurpassed commitment to quality. Our name is name on every tin so we stand by our brand and product range. We are also a fourth generation family business that is committed to investing in the industry and Australian manufacturing. We see our family values flowing through our entire paint family being staff, resellers, trade and specifiers,” Mr Walton said.
Haymes has the ability to deliver this unique brand proposition through all its products and services, according to Mr Walton.
Haymes has also commenced the launch of its new formulation for its flagship Ultra Premium Interior Expressions range, which is the “next generation” in finishes, National Sales and New Business manager, Matt Haymes said.
“There are a few years of R&D and testing in our new formulation, so our best just got better. We are pretty excited about this product release as it is our flagship range and will reinforce what we are known for in the market – an unsurpassed commitment to quality finishes,” he said.
For retail stockists of Haymes the new features of the Ultra Premium formulation include:
- Superior washability: Maintains a long-lasting freshly painted look. No shearing or visible marks left after washing.
- Exceptional coverage: Easy to apply with a solid block-out. The coverage properties return a positive application experience.
- Stain-proof barrier: Resists stains penetrating the paint film, allowing easy removal of common household stains.
- No fumes or odours: Low VOC formula that emits virtually no fumes or odour, providing a healthier home that enables a rapid return to the freshly painted room.
- Mould and Mildew protection: Seven year protection against mould and mildew making it ideal for kitchens and bathrooms.
For more information on the range, free-call Haymes on: 1800 033 431
With manufacturing experience spanning over 60 years in Australia, the RLA Group is the result of the amalgamation of a number of companies manufacturing a large range of specialised products specifically designed for the hardware, construction and plumbing markets.
Priding itself on innovation and technology, the RLA Group has invested in over 160 employees, creating a team that is dedicated to presenting the market with product and service that cannot be matched, according to RLA Group National Business Manager, Emma Greeves.
“With the recent expansion of companies, we have invested heavily in new production facilities across Australia, which has not only increased our capacity and but also our range of products available. This year we have launched a range of render products and a number of products that complement our existing offerings in the sealant/adhesive and coatings space,” Ms Greeves said.
“We also have some big plans for 2017, with the launch of some new and exciting technologies that will be a first in the Australian market. 2016 has already showed promising signs for RLA Hardware division and we plan to continue this throughout 2017,” she said.
In 2016 the Australian Forestry Standard (AFS) became an Australian made campaign associate. The AFS is committed to promoting Australian sourced, sustainable forests as well as wood and paper products. Timberlink’s two Australian plants (Tarpeena, South Australia, and Bell Bay, Tasmania) are both Chain of Custody Certified through the AFS.
Until mid-2016, Timberlink’s offer to the NSW market was supported by a NSW sales manager and a mill-direct offer. After undertaking a review of the market, Timberlink decided to improve its investment in the state to allow it to better service its existing and new customers, according to Timberlink Australia’s Marketing Programs Manager, Theresa Weymouth.
“We also added to our sales team with the relocation of Sue Wood from Tasmania to the position of NSW State Manager. Sue was previously our Tasmanian State Manager. Frank Milazzo, with 23 years’ experience in the timber industry joined the NSW team as an Account Manager and Sue remains in her position as NSW Sales Manager,” Ms Weymouth said.
Sales of Timberlink’s low-odour outdoor LOSP structural pine products, Timberlink Green, also continue to grow, according to Ms Weymouth, who said the product had been travelling well since the product was introduced onto the market in 2015.
“Timberlink now manufactures almost all of its outdoor timber in as low-odour LOSP. Traditional LOSP treated products may have an odour similar to methylated spirits, which is perfectly safe but can be unpleasant in dealing with the product. However, Timberlink’s low odour Timberlink Green has 30 times less odour – making it much more pleasant to work with,” Ms Weymouth said.
Increasing popularity of Australian Made
Australian made wood products, in general, are becoming increasingly popular due to its environmental benefits. Timber building products, including Timberlink structural pine, are the only building product to actually remove carbon dioxide from the environment, according to Ms Weymouth.
“Trees absorb carbon dioxide and then store the carbon so efficiently that about half the dry weight of a tree is carbon. This carbon remains locked up in the wood even when used for building. Every cubic metre of kiln dried pine we make represents 631 kilograms of the greenhouse gas carbon dioxide being removed from our atmosphere and locked into the timber for its service life.”
“We expect that the recent changes to the NCC allowing timber framing to be used in buildings up to 25 metres high in certain building classes will grow the structural timber category,” she said.
Supporting timber building systems
Recently, Timberlink was one of the first industry gold sponsor partners to support the establishment of the WoodSolutions Technical Field Force pilot program in Victoria. The program has resulted in the establishment of an advisory group, consisting of a team of industry Program Development Managers, with extensive experience in property development, construction, timber engineering and architecture.
The Program Development Managers are ideally placed to liaise with development, design and construction professionals, providing generic information and advice on making the most of the cost, time, environmental and other advantages of timber building systems. The team is available to provide free one-on-one in-house assistance and advice on any mid-rise design and construction questions builders may have.
The Victorian team comprises of four industry experts including: Gerard Neylan, who is a qualified town planner with over thirty-five years’ experience in construction, planning and architecture; Robert Pradolin who has been in the property industry for over thirty years with the last eighteen years being at Frasers Property Australia (formerly Australand); Paolo Lavisci has worked in the timber industry for over twenty-five years and authored a book on timber structures and David Bylund who is an architect with experience across a wide range of architectural projects ranging from large scale, multi-million-dollar commercial, institutional and industrial projects to residential, office and retail fit-outs.