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Study: consumers prefer Australian made

product labelNew research from Colmar Brunton shows ‘Australian made’ has moved to the third most looked for statement on product labels.

Ian Harrison, chief executive of the Australian Made Campaign (AMCL) says it proves that Australians want to buy genuine Aussie produce.

“The finding that an ‘Australian made’ claim ranks second behind price factors in the information shoppers are looking for clearly establishes that they want to know where their food is coming from and where their products are made,” Harrison said. “Primarily they want to buy Australian made and Australian grown.

“The Australian Made, Australian Grown logo provides that immediate connection and gives consumers confidence and trust that what they are buying is in fact from Australia,” he said.

The recent changes to the country’s food labelling will pave way to the discovery of provenance much easier for shoppers, which will help them understand better how their food is sourced locally.

The Government system featuring the Australian Made and the Australian Grown kangaroo logo along with a bar chart and statement showing what proportion of ingredients come from Australia is shown on most food products produced for sale in the country. Consumers will gradually start to see the new labels roll out over the two year phase-in period.

“Shoppers buying local products and produce will continue to enjoy great quality while giving opportunities to Australian manufacturers and farmers,” Harrison said.

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