Made in Australia?

The Australian market displays a kaleidoscope of labels meant to help consumers navigate a growingly international product offering by addressing some of these key questions: where was the product designed and made? By whom? Is the company Australian or foreign-owned? Is the company operated or funded by Australians?
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Let's start with the basics: made where? While Europeans tend to approach this question by the food-safety angle and cringe on the cryptic labelling "made with imported ingredients", Australians don't seem to mind. As long as such products are manufactured in their own country, it satisfies their main criteria: support the national food industry.
Many Australian companies use as a selling point appealing to national pride the fact that their products are not only manufactured in Australia, but designed as well. Those companies whose products are not manufactured locally can still put forward that they were at least designed at home...
Some will put forward the fact that they are fully Australian owned. In this particular case, this marketing message is meant no doubt to offset a product name pointing to a famous foreign invader...
Smart marketers do not hesitate to advertize their Ozziness combined with the family appeal... even if they fail to reveal where their products are designed or made.
Firms which can put forward their Australian-based manufacturing operations along with their Australian ownership have a choice between several logos to advertise these benefits to the public.
A creative tack can even combine the classic Australian-owned message with a new concept: Australian operated!
If you find all these labels confusing, you are not alone. For a few Australian dollars, consumers can acquire this "Ausbuy Guide" published by a non-profit organization aiming to "secure jobs by preventing Australian businesses being foreign owned".
The introduction provides useful definitions thus clarifying why Australian-made does not mean the same as "product of Australia". The former only states that more than 50% of the total cost of product took place in the country, while the former establishes that besides, all raw ingredients were sourced locally.
Just as in a phone directory, one can find any business category in the Ausbuy Guide, from food companies... to cremation services...
More on Ausbuy at http://www.ausbuy.com.au/
And as a typical Australian organization, Ausbuy's publication cannot be without its disclaimer notice!
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