‘Green-and-gold’ the foundation for success
The number of businesses registering for ‘Australian Made’ certification is on the rise, according to the not-for-profit organisation that administers and promotes Australia’s country-of-origin certification trade mark – the green-and-gold kangaroo logo.
The Australian Made Campaign’s Chief Executive, Ian Harrison, says the lift is largely driven by increasing demand for locally made products, with recently released findings demonstrating both businesses and consumers alike are showing preference for Australian-made goods.
The report on the purchasing habits of the commercial sector reveals nearly three quarters (74.4 per cent) of Australian businesses favour locally made products. While only a quarter (26.2 per cent) of all businesses surveyed were found to have an official policy in place, nearly half (48.2 per cent) expressed a preference for buying Australian-made.
Preferences for Australian-made goods were found to vary only slightly across most product categories. ‘Australian-made’ was considered somewhat more important when making purchases for roofing, plumbing and hardware supplies, than when making purchases for stationery and office supplies, tools, hardware and other industrial equipment.
Mr Harrison said the latest results demonstrated progress, as in 2013 a similar survey revealed less than two thirds (61.5 per cent) of Australian businesses had a policy (20.4 per cent) or preference (41.1 per cent) for buying Australian-made.
“This research is encouraging, and offers hope for Australian manufacturers. Businesses reinvesting in local industry and local jobs through sustainable purchasing policies will go a long way towards developing sectors which are resilient against a fluctuating dollar,” Mr Harrison said.
Mr Harrison said supporting the community and economy were just a few of the reasons businesses were choosing to buy locally made goods.
“Increasing awareness of the high quality and safety standards Australian producers must meet, and demonstrable value for money over product lifecycles, are playing into these purchase decisions,” Mr Harrison said.
Consumers see value in Australian Made products
Roy Morgan’s research into the purchasing preferences of consumers revealed a similar trend towards buying locally made goods.
In fact, the Australian-made attribute was found to be particularly important to the majority of consumers (74 per cent) looking to purchase tools, hardware and building products.
Future purchase intentions were found to be heavily influenced by whether or not a product was Australian, across all product categories researched.
Mr Harrison said given the lift in demand for locally made goods, it is important for producers to market their products with prominent country-of-origin branding.
“This is particularly vital in the home and hardware categories, where the country-of-origin of a product may be its only differentiator,” he said.
Did you know?
The Australian Made logo is central to the branding of Master Builders Australia trade missions and exhibitions.
As of this year, the Australian Made logo is helping to brand Master Builders Australia trade missions and exhibitions the world over.
Master Builders Australia Chief Executive, Denita Wawn, said leveraging Australia’s excellent reputation via events like these can help businesses grow market share abroad, making them far more import-resistant.
Master Builders Australia recently opened its ‘Export Diagnostic Program’ to businesses keen to participate in the export promotions. The program assists companies in determining whether they have the right tools in place to be successful overseas, and aids in the development of export strategies.
To find out more about Master Builders Australia’s Export Diagnostic Program and all upcoming events, visit www.masterbuilders.com.au
Australian Made online support
Products that carry the Australian Made logo are more readily recognised as locally made on the ICN Gateway.
The ICN Gateway is a free online connection point for buyers and suppliers looking to build partnerships. It enables suppliers to search major projects and register their company’s interest in working with a project manager in just a few simple steps. Businesses with certified Australian Made products can add the green-and-gold kangaroo certification trade mark to their business listing. For more information visit: http://gateway.icn.org.au
The Australian Made website is also home to the largest online product directory of certified Australian Made products
Featuring more than 20,000 products that have all been certified to carry the green-and-gold kangaroo, the Australian Made online product directory is a handy tool for buyers found at: www.australianmade.com.au/products
The green-and-gold kangaroo logo may also be found on social media.
The logo has hundreds of thousands of followers that are passionate about buying Aussie products and may be found at:
Innovative Australian Made products that shone in 2017
Guttermesh: Gutter mesh gutter guard for keeping leaves and debris out, in either aluminium or stainless steel
FormBoss: Steel garden edging, to separate and shape
Buckaroo Leatherworks: Tradesman’s belts and accessories
Envirosystems: Elastomeric and cementitious coating technologies
Accessing the logo
If you make products locally, and being recognised as Australian is important to your business, you can establish your credentials by certifying your goods to carry the Australian Made certification trade mark quickly and easily on-line. To find out if your products are eligible, or to apply online, go to www.australianmade.com.au/for-business or call 1800 350 520.