Consumer research commissioned by Australian dairy co-operative Norco and conducted by Pure Profile has highlighted that many local consumers are unknowingly buying foreign-owned products in their attempt to buy ‘Aussie-owned’ — prompting a coalition of Australian food businesses, including Norco, SPC, Sanitarium, Mayvers Foods and Sunshine Sugar to join forces with the aim to educate shoppers on what constitutes ‘Australian-owned’.
Despite intentions to support Australian-owned, the data has revealed that 81% of local shoppers are actively buying foreign-owned products with many simply relying on what they believe to be iconic Australian brands, or household products they grew up with.
Adding to the confusion, more than half (56%) of Aussie shoppers simply look for the ‘Australian made’ logo to inform their selection, with only one in 10 consumers doing their own research to make fully informed decisions.
Under Australian Consumer Law, most foods that are produced, grown or made in Australia are required to display a label with the kangaroo triangle symbol, or some statement indicating the food was grown, produced or made in Australia — but that doesn’t always mean Australian-owned.
Bosses of major Australian food brands have joined forces to explore the concept and raise awareness.
Michael Hampson (Norco) believes it’s a worthwhile conversation.
“There is a clear desire among Aussie shoppers to support authentically Australian (Australian-made and -owned) brands, and as a 100% Australian farmer-owned co-operative, this is extremely heartening to see,” Hampson said.
“But the fact remains that many household brands we all grew up with are sadly no longer Australian-owned, so clearer labelling could be beneficial in helping to combat this widespread shopper confusion.”
The coalition of ‘Aussie food bosses’ are urging consumers to arm themselves with knowledge and do their own research into which companies and products remain Australian-owned. As a first step, they’re encouraging consumers to download the Bring Back Australia App, which is designed to support and identify Australian-owned brands with a scan of a barcode.
Todd Saunders, Executive General Manager of Sanitarium Health Food Company, said: “Like our coalition partners, we don’t want there to be any confusion for consumers about the authenticity of Sanitarium’s Aussie ownership or the quality that ensures within our product range.
“We know how intrinsically proud Australians are of the great things that come from our country. Including ‘country of ownership’ labelling information and introducing better tools to support consumers in making an informed choice can help us continue to drive economic growth and provide job security for our employees, and the regional farmers and suppliers who help us to feed the nation.
“By choosing the product of an Australian-owned business such as Sanitarium or our coalition partners, customers are not just making a purchase, they’re making an investment in supporting local jobs and economies,” Saunders said.