ADVERTISINGFEATURE SATURDAY, JANUARY 26, 2019 THEAGE … Australia... · 2019-02-11 · DRED RER...

AuthenticallyAustralianaustralianmade.com.au

SATURDAY, JANUARY 26, 2019 THE AGE 1ADVERTISING FEATURE

A U S T R A L I A NM A D E

Supportinggenuine

productsmade in

Australia

Supportinggenuine

productsmade in

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2 THE AGE SATURDAY, JANUARY 26, 2019

ADVERTISING FEATUREA U S T R A L I A N M A D E

Campaign is gainingmomentum

‘We think [India]will follow a

similar path tohow the Chinese

market has becomereally fruitful forAussie exporters.’

Ben Lazzaro

INDIA SIGNS ON PAGE 10

Faith in Australian-made goods isgrowing as the Aussie brand takesroot in India and beyond.Youprobably recognise the gold kangarooand green triangle of theAustralianMadelogo, the trademark used to identify home-grown andmanufactured products, fromthongs to shampoo, formore than threedecades.MostAustralians do, according toRoy

MorganResearch,which found in 2017 that99 per cent of consumers recognised thebrand, andmore than 85 per cent said theytrusted it.“It’s been around for awhile, so it has a lot

ofmarket capital,” saysAustralianMadechief executiveBenLazzaro. “It’s a fantastictool for consumers to identifyAussieproducts, and it’s also a really effectivemarketing and sales tool for businesseswhoplace importance on being recognised asAustralian.”But the brand is also gaining traction

overseas. AustralianMade recentlyregistered the trademark in India, theworld’s sixth largest economy, bringing thenumber of trading partner countries to five,includingChina, SouthKorea, Singaporeand theUS.And the brand has trademark

registrations underway inHongKong,Indonesia, Japan,Malaysia, Taiwan,Thailand andVietnam.Trademark registrationmeans that the

logo – and theAustralian products thatcarry it – offer an extra layer of protectionfromcopyright infringement.Lazzaro says the brand is also a boon for

Australian businesses trying to differentiatethemselves in overseasmarkets. Australiahas aworldwide reputation for quality,makingAustralian products appealing tointernational consumers.“It provides an opportunity forAussie

manufacturers and growers to get theirproducts into thatmarket,” Lazzaro says.“India is an emergingmarket, andwe thinkitwill follow a similar path to how theChinesemarket has become really fruitfulforAussie exporters.”TheAustralianMade logo has been

especially effective inChina, Lazzaro says.“It has a fantastic reputation there from

the touristswho come toAustralia andexperience the brand on tourismproducts.”AnAustralianMade study of consumers

inGuangzhou andShanghai, two of China’sbiggestmarkets, found that 70 per cent ofthose surveyedwere able to identifyproducts carrying the logo as coming fromAustralia. About 70 per cent also said thelogo communicated a “clean, greenmessage”.

Up to 76 per cent of Chinese consumerssurveyed foundmeat, dairy and healthproductsmore appealingwhen they carriedtheAustralianMade logo.“Our products are sought after because

they aremade to high standards and grownin a clean, green environment,” Lazzarosays. “TheywantwhatAustralians arebuying.”Launched in 1999, theAustralianMade

CampaignLimited (AMCL) is a not-for-profit company entrusted by the federalgovernment tomanage theAustralianMadebrand.They license theAustralianMade,

AustralianGrown logo tomore than 2700companieswithmore than 20,000products.

In 2017, the government introduced amandatory food labelling scheme requiringmostAustralian food products to carry thelogowithin a country-of-origin panel.Lazzaro took the helm last year from Ian

Harrison,who served asAustralianMade’schief executive for 14 years. The newCEOsays hewill continue thework of hispredecessor.“I’m lucky enough to have taken the reins

at a timewhen theCampaign is strong.Morebusinesses are licensing theAustralianMade logo,whichmeans that thoughmanufacturing is changing, there is stillenormous value placed onAustralian-madeproducts.’’The campaignwill also strengthen its

focus on building community engagementaroundAustralianMade licensees.AustralianMade has close to 400,000peoplewho have opted to find out aboutbusinesses and products that carry the logo,including 350,000peoplewho follow theorganisation onFacebook. There areanother 30,000who receive amonthlynewsletter and thousandsmorewhoregularly search the database atAustralianMade.com.au for products.“We’renot interested in sellingvia our

website;we’re interested indriving the traffictoour licensees so theybuydirectly fromthem,”Lazzaro says. “Andwereallywant totryandhelp shinea light on someof thoseinnovators andmanufacturerswhoaredoingreally interesting thingshere inAustralia.”

COVER IMAGE: Salt Lake Pink thongs byThongs

Australia.

thongsaustralia.com

Australians preferAustralian products*

... and, increasingly,so does the world

71%ofAustralians prefer to buyAustralian-madeproducts

75%of small business ownersdo likewise

89%of farmowners alsopreferenceAustralian-madegoods

* RoyMorganResearch/Single Source SurveyofAustralians 14years andolder

● The Australian Made logo is aregistered trademark in the US, China,South Korea, Singapore and India.

● And moves are under way forrecognition in Hong Kong, Indonesia,Japan, Malaysia, Taiwan, Thailandand Vietnam.

SATURDAY, JANUARY 26, 2019 THE AGE 3


Aussie quality is De Lorenzo’s headline actThe family-run haircaregroup’s locally made, ecofriendly products areexported worldwide.

‘Nature cansupply us all

the ingredientswe need.”

Anthony de Lorenzo

Anthony de Lorenzo(far left) with cousinsVincent and Chris;inside the company’sSydney factory.

In the early 1930s, at the height of theDepression, two young brothers left schooland startedworking at aRedfern barbershop, sweeping floors and trimming hair.Anton andVincent de Lorenzo hadno ideathat theywere laying the groundwork forwhatwould become a family businessspanningmore than 70 years, nor that theywould one day launchAustralia’s first line ofsalon-only hair products.Anthony deLorenzo, the son ofAnton and

joint director of haircare companyDeLorenzo, says his father and uncle quicklyrealised the direction they needed to head into capitalise on their newvocation.“Therewasn’tmuch of a future in

barbering in those days; it was all just shortback and sides,” he says. “They sawanopportunity in themore fashionableworld ofladies’ hairdressing.”The twobrothers beganworking in a

leadingSydney salon, then launched theirown salon at the end ofWorldWar II. TheirCBDsite became, in deLorenzo’swords, “amajor show”, employing 40hairdressersand gaining a reputation as the place forcuts, perms anddyes. But the brothers settheir sights higher still.Unhappywith the state inwhich imported

haircare productswere arriving after beingshipped fromafar, they asked a cosmeticchemist to teach them tomake their own.Their father built a laboratory in the family

home inCoogee, and soon theyweremixingtheir own formulations.“After awhile, their hairdressing peers

were asking for some of the product becausetheywanted to get the same results,” says deLorenzo. “Eventually, it became a businessin its own right.”By 1957, the family’s rangewas being sold

under the brand nameDelva. As thecountry’s first salon-only product line, itbecame a household name – until Anton andVincent decided to retire in the late 70s.Delvawas then sold to amultinationalcorporation.“Thatwas the end of the story at that

point, but theyweren’t really happywithretirement,” laughsAnthony deLorenzo.“Wedecided to start a newcompany namedDeLorenzowith five familymembers – the

two brothers, Vincent’s sonsChris andVinnie, andmyself – in themid-80s.”This newcompany startedwith a

resolution: theywould only use natural,plant-based ingredients, with no animal-derived products or testing. Aswell as beingcruelty-free, it would be environmentallysustainable, with zero petrochemicals.“Wedecided to take an ethical stand,”

says deLorenzo. “Nature can supply us allthe ingredientsweneed.”And supply them it did.Native plants such

asKakaduPlumandWattle Seed are keyingredients, and theDeLorenzo researchteam is “constantly searching outAustralian ingredients to use, especially ifthey’re sustainably farmed and organic”.All of thework that goes intoDeLorenzo

is done inAustralia. This includes their

laboratory,manufacturing, filling lines andwarehouses.Making everything here allowsthe three cousins nowat the helm to ensuretheir products’ highest quality, and providejobs forAustralians, too.DeLorenzo describes his staff as “the

backbone of our company, and part of thefamily”.Aswell as supplying toAustralian salons,

today their products are exported toNewZealand, Singapore,HongKong, theUSandUK.DeLorenzo attributes his family’s success

to their emphasis on quality andsustainability.“Our competition often aremultinationals

who are on amuch bigger scale thanwe are,but that doesn’tmeanwedon’twant to bethe best,” he adds. “We thinkwe are.”



Buying local is good for the environmentAustralian-made goodsdon’t have to travel farand are made using ourethical labor practices

‘Many of thesebusinesses arealso trying to

use sustainablysourced

ingredients.’Ben Lazzaro

Craig Reucassel was thehost of the ABC seriesWar onWaste.

In recent yearsmoreAustralians havestarted to think twice before buying theeveryday, single-use items thatwind up inhuge numbers in landfill, from takeawaycoffee cups to plastic straws.Environmental campaigns and

documentaries, such as theABC’s popularWar onWaste series, have highlighted thedamage plastic products do to our planet.In addition, governments andbusinesses

have begunbanning single-use products infavour of reusable alternatives such asceramic coffee cups, cloth produce bags andbeeswax foodwraps.The awareness seems to beworking.

FairfaxMedia reported inDecember thatsales of reusable products skyrocketed 1000per cent in one year. A 2014Nielsen study ofconsumers around theworld found thatmorethan halfwerewilling to spendmoremoneyon sustainable products.It’s all part of a growing interest in

minimising the environmental impactwemakewith our purchases.Ensuring that the reusable products you

buy aremade inAustralia amplifies theirenvironmental benefits, saysBenLazzaro,chief executive ofAustralianMade.He believes that buying local is better for

the planet. Itmeans you’re investing in localcommunities and local businesses,whichobviously has a very positive effect,” Lazzarosays. “But then you look at the fact that theproducts are doing fewermiles in transit.Buying things you knowaremade close to youhas an obvious impact because they are notbeingmoved as far.“There’s definitely a focus nowon

recyclable products,whether they’re coffeecups, water bottles, shopping bags or food

wraps,” he adds. “Making those things locallycuts downonmiles, and uses the ethical laborpractices and resourceswehave inAustralia.”Products bearing theAustralianMade

logo have to be produced inAustralia, andthey are certified by the not-for-profitorganisation, theAustralianMadeCampaignLimited. Formore than three decades, theorganisation has been entrusted by theFederal Government tomanage the integrityof the brand.Changes to food labelling laws introduced

in 2016mean thatmostAustralian food

products carry country-of-origin labels,whichmake itmuch easier for consumers tobe selective aboutwhere their food is grown.Today, AustralianMade has certifiedmore

than 20,000 locallymade products, includingreusable items such asLittle BumbleBeeswaxFoodWraps andSmartCups byFrankGreen.When people buy locallymade products,

Lazzaro says, there’s a knock-on effect.“Many of these businesses are also trying

to use sustainably sourced ingredients andcomponents, so it’s not just about theorganisationmaking the thing,” Lazzaro

says. “It’s aboutwhere it’smade,where thosecomponents are fromandhow far they havetravelled.”Buying locallymade and grownproducts

also has an impact on everyone employed inthe supply chain it takes to bring that producttomarket, from the farmers to the shopclerks.“We’re always going to need imported

products and there’s nothingwrongwiththat, but there needs to be a healthymix,”says Lazzaro.“It’s awonderful littleweb that contributes

to a betterAustralia.”

Manufacturing sector changing and growingSmaller operators whocan customise productsand provide high valueare at the forefront

‘We’re seeingpotential for

manufacturingvery bespoke

items.’Ben Lazzaro

3D-printed surfboard fins.Photo: Paul Jones/University of Wollongong

Despite doom-and-gloomnewsheadlinesabout the state ofAustralianmanufacturing, the sector is transforming.And there are a number of emerging andgrowth areas expected to driveAustralianmanufacturing’s success in the comingdecades, saysBenLazzaro, chief executiveofAustralianMade.“We’ve all read about somehigh-volume

industries thatwe’re losing,’’ he says, ‘‘butthere are huge opportunities for smalleroperators that have the ability to customiseproducts and provide high value.”A 2016 report prepared by theCSIRO

found that theAustralianmanufacturingindustry of the futurewill produce a smallernumber of products but theywill be highlyspecialised, customisable andtechnologically advanced.Lazzaro says the sector sees huge

potential in specialised healthcare products,such as pharmaceuticals, nowone of thecountry’s largestmanufactured exports.Themarket for 3Dprinting products, whichcan be used tomakemedical implants orother devices, doubled in 2016.“Aussies are innovators by reputation, so

we’re seeing that potential formanufacturing very bespoke items,”Lazzaro says. ‘‘Theymight not be in huge

quantities, butwe have that level ofexpertise in this country.’’Handmade and artisanal products, such

as bags, footwear and furniture,made bysmall-to-mediumenterprises are sellingwell, especially overseas.“A great percentage ofAustralian

businesses are small businesses, and that’swhere a lot of growth inAussiemanufacturing is,” Lazzaro says.The health and beauty sector is another

strong growth area, inwhichAustralianproducts are valued for their strong

environmental focus and for their locallysourced ingredients.“There’s ahugeappetite forproducts that

haveanything todowithwellbeing,”Lazzarosays. “It’s becausewehave thehighestmanufacturing standards in theworld.“They often go through rigorous

processes and systems to ensure theirfinished products are to the higheststandards, andwe’ve got a huge reputationhere and overseas for that.”Whilemanufacturingmight conjure up

images of factories and assembly lines, there

are less tangible industries starting to takehold. For example, the cybersecurity sectoris forecast to triple its revenue by 2026,according to theCSIRO.“You’re seeing a lotmore licensing of

software products, such as eftpos,whosepayment platform isAustralian-made andsupported,” Lazzaro says.“We’re very interested in our focus

evolving asAustralianmanufacturingevolves. Coding or cybersecurity are areasthat represent themanufacturing of 2018and 2019. These are exciting new spaces.”

DRED

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100% Australian Electricity & Gas.That’s Red Energy.

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Red is proud to be green and goldRed Energy’s customerssay the fact it is anAustralian company isvery important to them

Red Energy offers electricity in Victoria, NSW and South Australia, and also gas in Victoria.

‘We have a deep andgenuine commitment to

local communities.’Iain Graham

RedEnergy entered themarket in 2004determined to distinguish itself fromotherenergy retailers. Today it’s the only energyretailer certified by the not-for-profitAustralianMade campaign,meaningcustomers can be sure their energy is 100per cent green and gold.“Our customers have told us the factwe

are anAustralian company is reallyimportant to them, sowe are very proud tocarry theAustralianMade andOwned logo,”saysRedEnergy chief executive IainGraham.OwnedbyAustralian energy powerhouse

SnowyHydro, Red now suppliesmore than1million customerswith their energy needs.The company offers electricity inVictoria,NSWandSouthAustralia, and also sells gasinVictoria.GrahamsaysRed has always been

committed to hiring locally, because itmakes sense thatAustralian customerswouldwant to talk to someonewhounderstands their needs.For that reason, all of RedEnergy’s call-

centre consultants are based at thecompany’s headquarters in theMelbournesuburb ofRichmond.AndRed is the onlyenergy retailer to havewon aCanstarBlueaward forMost SatisfiedCustomers nineyears in a row.“Weare proud to employ a local

workforce inMelbourne of over 1200people,who, like our parent company, SnowyHydro, truly reflect the rich diversity ofmulticultural Australia,” Grahamsays.“Every call is answered by someone in

Australia. That is good for customers, it isgood for jobs, and particularly good for thecontributionwemake to our local economyand the local community.”GrahamsaysRedhas a “deep and genuine

commitment to local communities’’.“We’re a supporter of great national

causes like theBreast CancerNetworkAustralia aswell as rural and regional youthinitiatives like the PoliceCitizenYouthClubs, CalderUnited SoccerClub and theAustralianMadeRedEnergyFoundationCup,” he says.The company also sponsorsAustralian

athlete LaurenParker, the 2018CommonwealthGamesBronzemedallist inthe para-triathlon.In addition, RedEnergy has donated a

solar and battery storage system to aprimary school for childrenwith disabilities,St Lucy’s School inWahroonga,NSW.

Redhas a strong connection to renewableenergy thanks to its owner, SnowyHydroLimited, the company thatmanages theSnowyMountainsHydro-Electric Scheme –a series of hydro-electric power stations anddams inKosciuszkoNational Park.Grahamdescribes SnowyHydro,which is,

in turn, owned by theFederal Government,

as a “great example ofAussie innovation andingenuity”. Completed in 1974, SnowyHydrois amajor source of renewable energy forAustralian homes and industries.“Snowyhas been playing a critical role in

keeping the lights on ever since, not just forRedEnergy’s customers, but for businessesand households right acrossAustralia,”Grahamsays.“Asmore renewable energy enters the

market, the Snowy scheme’s large-scalestorage and fast-start generationcapabilitieswill be in high demand,” he adds.“Snowy today, and in the future,willcontinue to transformAustralia’s renewableenergy landscape, andRedEnergywill be atthe forefront of this transformation.”

Tennis starspower upat KooyongRural youngsters aresupported by theAustralian Made RedEnergy Foundation Cup

AustralianMade andRedEnergy have againcome together to support the nation’s futuretennis starswith the nationalAustralianMadeRedEnergyFoundationCup, aninitiative of the FedCupFoundation.The tournament is a national competition

for children aged 13 and under fromacrossrural and regional Australia, who areprovidedwith the rare opportunity to traveltoMelbourne to compete in amajortournament at theKooyongLawnTennisClub, coincidingwith the openingweek oftheAustralianOpen.The initiativewas started by theFedCup

Foundation, a not-for-profit organisationthatworks to promotewomen’s tennis.BenLazzaro, chief executive ofAustralian

Made, saysAustralia has a lot to be proud ofwhen it comes to our local talent.“Weproduce some of the best quality

products in theworld, and our home-grownathletes are no exception,” he says.TheNSWteam—JeorgeCollins, Vitorio

Sardinha, Ella Brown andAmelia Johnson—took out this year’s competition.Best and fairest awardswent to the

NorthernTerritory’s TeganGenockey,whoreceived the 2019 JudyDaltonmedal, andJeorgeCollins ofNSW(the JohnFitzgeraldmedal). Both players received $1000 toassistwith their tennis development.Lazzaro, alongwithRedEnergy’s

Manager –MarketingCommunications, BenHon, and tennis legend JudyDalton,presented the awards.



No shortage of reasons to shop locallymadeThe benefits of buyinggoods produced closer tohome are numerous forregional communities.

‘When you buyAustralian-

made ... you arekeeping families

employed.’Ben Lazzaro

Drought-affectedcommunities benefitwhen people buy locally.

Wecan all list reasonswhy buying goodsgrownormanufactured here inAustralia isa positive choice – productsmade locallyhave stringent quality regulations, result ina smaller carbon footprint than thoseimported fromoverseas, and help provideemployment to people all around thecountry.But there’s another upside to purchasing

home-growngoods: it can aid individuals,families and communities in need.Whenindividuals spend their dollars on itemsmade downunder, they’re supporting ruraland regional districts that are doing it tough.Take the example ofAustralian farmers.

LastAugust, AustralianMade chiefexecutiveBenLazzaro appeared onChannelTen’sStudio 10 to discuss the impact of theongoing drought onQueensland andNewSouthWales farmers, and encouragedconsumers to buy local in support.“This drought is a poignant reminder for

us all to stop and think about the flow-oneffects of our purchasing decisions,” he said.“In thecontext of drought, buying

Australian-grown foodandotherproductscanhavepositive economic impacts inourrural regionswhen theyneed itmost.”Lazzaro recommends opting for

Australian-made fibre products, such aswool, leather and cotton, over importedones, but says consumers don’t have to stopthere; buying all kinds of locallymanufactured products helps strugglingcommunities.“Australian-made products that go

beyond the farm– like furniture, health andeven industrial products – are oftenmade bybusinesses based in regional communities.So, it goes full circle,” Lazzaro explained onStudio 10.Essentially, every dollar spent on certified

Australian products benefits suppliers andgrowers aswell asmanufacturers,processors and retailers. This economicripple on generatesmore jobs and benefitsnumerous levels of industry.In Lazzaro’swords, “when you buy

Australian-made and grownproducts, youcan be sure you are keeping familiesemployed, and communities alive andprosperous.”The bestway to ensure that a product you

have your eye on is a dinky-diAussie productis to check that it’smarkedwith that iconicgreen triangle emblazonedwith a goldkangaroo – otherwise knownas theAustralianMade,AustralianGrown(AMAG) logo.

A registered certification trademark, theAMAG logo can only be stamped onproducts thatmeet the criteria detailed intheAustralianConsumer Lawand theAMAGLogoCode of Practice, and have beenregisteredwith the not-for-profitAustralianMadeCampaignLtd.And thanks to a newonline tool launched

by theAustralianMadeCampaign last

September, consumers can now researchAustralian-made products before they goshopping. A custom-built platform, theAustralianMade,AustralianGrownwebsitefeaturesmore than 20,000Aussie productsfrom2700different businesses.Shoppers canbe assured that all products

featured on thewebsite aremade locally as allare third-party certified, Lazzaro explained.

“We’re excited to continue to provideshoppers fromAustralia and overseaswithan essential tool for locating genuineproductsmade toAustralia’s highmanufacturing and safety standards.”

Toexplore thewide rangeof AustralianMade

products available, go to

australianmade.com.au

Australia Day greattime to buy localWhether you’re having a barbie or grabbingyour thongs and towel and heading to thebeach, theAustralianMadeCampaign isurging consumers to celebratewithauthenticallyAussie products thisAustraliaDay.When you buyAussiemade and grown

products, you knowwhat you are getting—products grown in our clean, greenenvironment andmade to the highest ofmanufacturing standards.At the same time, you are supporting

Australian industry and jobswhile investinginAustralia’s future.Here is a selection of genuinely locally-

madeAustraliaDay essentials –ThongsAustralia; BudgySmuggler Swimwear;Lifesaver Sunscreen; Rid InsectRepellent;beach bags, barbecues and swags.

eftpos adds itsname to campaignAustralia’s leading debit payments network,eftpos, has joined theAustralianMadecampaign. The eftpos platform is one of thebest knownandmost innovativetechnologies to carry the famous green andgold kangaroo – theAustralianMade logo.“It’swonderful to think thatwhen

consumers are at the checkout buyingAussie products, they can be doing so via theeftpos system– another fantasticAussieinnovation,” saysAustralianMade bossBenLazzaro. “eftpos should be commended forits commitment to local softwaredevelopment andprovidingAustralianswithbest-in-class, secure payment systems.’’Launched in 1984 as one of theworld’s first

electronic payment platforms, the eftpossystemenablesAustralians to spend theirownmoney and control how they spend it.

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Volvo Trucks Australia are proud to be part of an industry full of nation builders, so we congratulate

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GreyNomadswant comfort on the roadInnovation has changedthe travelling game forthose who call theircaravans home.

‘I’m escaping the rat race,but I’m doing that in a

very comfortable way.’GarryMoore

Jaycomanufactures close to 12,000 caravans, campervans, motorhomes and other get-away-from-it-all vehicles every year.

Amemorablemoment from the award-winning 1997 documentaryGreyNomadsfeatures a couple in front of their caravan,the husband saying that they’ve arrangedtheir funerals and told their children that ifthey die on the road, they’ll die happy.Themovie popularised the name that

represents the ever-expanding band of over55swho leave theirworkaday lives behind,and spendweeks ormonths exploringAustralia’s deserts, national parks andcoastal highways.That particular scene, with a backdrop of

whatwould nowbe described as a classicretro van, also highlights howmuch caravanmanufacturing has evolved. Fittingly, thedrivers of change have been theGreyNomads themselves.“Compared to 20 years ago the caravan is

a completely different beast,” says JaycoCEOGarryMoore. “You have thetechnology functionality, safetyfunctionality, themodern appliances.“Whatwehear from the nomads is that

having a caravan for them is like alwayshaving amodern apartmentwith you.Modern is an importantword there. It’simportant that it looks stylish, that is has allthe appliances of amodern apartment.”Jaycomanufactures close to 12,000

caravans, campervans,motorhomes andother get-away-from-it-all vehicles everyyear, servicing roughly three demographics– young families in the 30-45 age bracket,growing families in the decade beyond, andGreyNomads. The latter account for 45 percent of sales.Millennials aremore concernedwith

experience over comfort,Moore says – aplace to sleep and cook in relative ease at theend of the daywill generally satisfy them.GreyNomads desire comfort in a veritablehome away fromhome.“Youhave dishwashers as standard in

caravans these days, washingmachines asstandard, showers, en suites, instant hotwater, youmust have these things,”Mooresays.“Televisions in caravans used to be aDIY

thing, nowour customers are demandingbigger screens, sometimes on the outside ofthe van towatch under the awning. Peoplearemoving into projectors so they can sitdown andhave amovie night.”Awnings, of course, are now fully

automated, in keepingwith a consumer-ledpush for simplicity of use in coupling,towing, set-up and all aspects of

caravanning, all under the umbrella ofsafety. Jayco,Hilltop, Lotus,NewAge andAustralia’s othermanufacturers havemovedwith the times.Moore is proud of Jayco’s history as a

technology trailblazer, and cites

connectivity as another essentialrequirement forGreyNomadswhowant tohave their families only a screen awaynomatterwhere their travels take them.“Your caravan is essentially a homeon

wheels and there’s an expectation that thetechnology that’s available at homewill beavailable in your caravan.Verypowerfulwi-fiaccess to talk to the grandchildren onSkype,internet nomatterwhere youare – access totechnology thatmakes things easier hasbecomeexpected for this age group.”Smart phone technology allows travellers

tomonitor usage such aswater or batterylevels and power consumption. In February,

Jaycowill launch theworld’s first voice-activated caravan boasting anAlexa “virtualassistant” that can operate lights, TVandother electronics, and give a rundownontomorrow’sweather, all without a touch.For all that’s changed,whenMooremeets

the peoplewho call his vans home, he isemboldened that evolution is only enhancingtheir experience.“There seems to be a resurgence – I’m

escaping the rat race, but I’mdoing that in avery comfortableway that I have controlover, and that gives a sense of relaxation andcalmness. They genuinely come acrossmorerelaxed,more at peacewith themselves.”

MADE IN AUSTRALIA FOR HARDWORKING AUSTRALIANS.

Watch our video celebrating Australia’s hardworking transport industry at macktrucks.com.au/Driving-Australia-Forward

From factory floor to blistering Outback, with pure guts and iron determination, together we’ve faced down the odds to carve out a country. Nothing binds us together like the sweat of a long day’s work well done. Always believing the hardest jobs are the ones worth doing, knowing that it’s the men and women of the transport industry that drives Australia forward.

For a century, Mack has stood behind our customers with trucks built to get the job done, meeting the challenge of our grueling conditions and the expectations of the hard working men and women of this great southern land.

Mack Trucks. Born Ready.



Food labels are the signs of the timesNew laws governing foodlabelling are helping tounderpin claims ofAustralian Made.

Since July 2018, theAustralian governmenthas requiredmost of the food grown,produced ormade inAustralia to carrycountry-of origin labels bearing thedistinctive green and gold kangaroo logo oftheAustralianMadeCampaign.Three-part labels used on foods such as

meat, fresh produce anddairy productsinclude the logo, aswell as explanatory textand a bar chart indicating the percentage,byweight, of local ingredients.On somenon-priority products such as

seasonings, confectionery, biscuits andbottledwater,manufacturers are onlyrequired tomake a simple country-of-originstatement.‘‘They are a great thing because they give

consumersmore information aboutwhat’sin their products,” AustralianMade chiefexecutiveBenLazzaro says of the newlabels.TheAustralianCompetition and

ConsumerCommission is responsible for

enforcing the requirements, which apply tomost food offered for retail sale inAustralia,including food sold in stores ormarkets,online or froma vendingmachine. The rulesexclude food sold in restaurants, cafes,takeaway shops or schools. The newlabelling requirementswere introduced in2016, giving businesses two years to comply.

“Some consumers arewilling to pay extrafor products grown, produced ormade inAustralia, and producers and importersshould be aware that any claimwhich islikely tomislead consumerswill also be abreach of the law,”ACCCdeputy chairMickKeogh said in a statement. “We justwant toensure that consumers canmake informed

choices and businesses have a level playingfield to compete fairly in relation to theseclaims.”A 2017 survey ofAustralian consumers by

RoyMorganResearch found overwhelmingtrust in theAustralianMade logo correctlyidentifyingAustralian products.“ManyAussie food productswill now

carry the iconicAustralianMade kangaroologo as part of their origin labels, which iswonderful because it enjoys 99 per centrecognition and consumers have got somefamiliaritywith it,” Lazzaro said last year.Themovemeant even greater safeguards

for consumers, as use of theAustralianMade food labelswould bemonitored forcompliance by theACCC.The commission is nowgathering data to

determine industry responses to the newlabelling and said thisweek it had ‘‘providedsubstantial, targeted guidance to businessesand sectors that identified difficulties inapplying the labelling standard’’.‘‘We are continuing toworkwith growers,

producers and other businesses to ensurecompliance,’’ a spokesperson said thisweek.‘‘TheACCC is ensuring businesses arepresenting accurate country-of-origininformation to their customers, andwe arecontinuing tomonitor consumer reportsabout country-of-origin labelling.’’

Boon for Aussie exporters as India signs on to trademarkRegistration paves wayfor easier Aussie accessto the world’s sixthbiggest economy.

Australia exported $16.3 billion worth of merchandise to India in 2017-18.

TheAustralianMadeCampaign hasextended its global reachwith its distinctiveAustralianMade,AustralianGrown(AMAG) logo formally registered as atrademark in India, Australia’s fifth biggestexportmarket.The breakthroughmeans that for the first

timeAustralian exporters have a registeredsymbol that can be used on locallymade orgrown exports into India, which bothestablishes products as genuinelyAustralian and is legally protected underIndian law.“The formal registration of the logo in

India nowprovides an essential legalframeworkwhich exporters can rely upon inthe event that the logo is copied or usedwithout proper authority,” saysAustralian

MadeCEOBenLazzaro.“India, which is among the fastest

growing economies in theworld, presents ahuge opportunity forAussiemakers andgrowers andwe’re proud to help our nation’sexporters leverage this emergingmarket.”According toAustrade, theAustralian

government’s trade, investment and

education promotion agency, Australiaexported $16.3 billionworth ofmerchandiseto India during the 2017-18 financial year.Goods regularly sent to sub-continentinclude agritech and dairy, and premiumfood and beverages – in addition to goodsfrom the resources division (such as oil andgas).

“Indiawill offerAustralian businessmorepotential growth opportunities over the next20 years than any other singlemarket,’’ saysAustrade’s TradeCommissioner for IndiaandPakistan, DrMarkMorley.“There’s no singlemajormarket out to

2035withmore growth opportunities forAustralian business than India. By 2035, theIndian economywill be one of themajorpoles of global economic power.”The logo registrationworkwas carried

out byAustralianMadeCampaignPartnerWrays, Australia’s largest independentIntellectual Property specialist firm.The registration covers 10 classes

(Classes 3, 5, 20, 25, 29-33 and 35) thatextend to awide range of productsincluding:• 3 – cleaning products, soaps, toiletries,cosmetics• 5 – pharmaceuticals, veterinarypharmaceuticals, infant formula• 20 – furniture• 25 – clothing and footwear• 29-33 – food and beverages• 35 – retail services.

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Technology a key to beating counterfeitersScammers have an eyefor quality – and thatmeans they are keen toimitate our AustralianMade products.

Bottles of counterfeit wine being sold on Chinese e-commerce site Alibaba are shown at a press conference in Shanghai in 2017.

Themeteoric rise of south-eastAsia’smiddle class –which, by some estimates,nownumbers 400million consumers inChina alone – is fuelling demand forAustralian-made products.But several recent high-profile cases

reveal the danger that counterfeiting posestomanyAustralian brands seeking tocapitalise on this growingmarket.“Australian products, by their very

nature, are attractive toChineseconsumers,” says JohnHouston, theCEOand executive chairman ofYPB, anAustralian company that specialises incombatting counterfeiters.Perceived advantages ofAustralian-made

products for theChinesemarket includeAustralia’s clean air, food qualitymeasuresand an overall reputation for quality.But this popularity is a double-edged

sword,makingAustralian goods highlyattractive to knock-offmerchants. After all,Houston notes, “if you’re a counterfeiter,what youwant to do is jumpon trends thatwillmakemoney for you”.InMarch 2018, authorities in southern

China uncovered 50,000 bottles of fakePenfoldswine in a raid on awarehouse,and they’ve also uncoveredmajor shipmentsof fakeSwisse andBlackmores-labelledhealth supplements.

A search of the eCommerce platformAliExpress reveals apparently fake bottlesof Penfoldswine for sale at $US1 a bottle.The scale of the problem is such that

research firmFrontier Economics estimatesthat the negative total global impact ofcounterfeiting andpiracy could reach$US4.2 trillion by 2022, putting some 5.4million legitimate jobs at risk.“If a counterfeiter copies a product, the

first thing they’ll do is copy the packaging,”Houston says. “They can essentiallyintroduce any product into a supply chain bycopying the one-dimensional barcode.Anti-counterfeiters likeYPBare turning

to technology in the battle against fakes,

with innovations including invisible tracers,QRcodes andNFC trackers.“I built an invisible tracer product in

China on the premise that if [counterfeiters]can see it, they can copy it,’’ Houston says.‘‘This invisible tracer has a scanner

attached to it, so you can scan a productthrough the supply chain, andwork out ifyour real product has been replaced by afake one.”Houston notes that recent decisions by

market leaders such asApple to includeQRcode scanning andNFCcapabilities on theirphones have also helped.WhileQRcodetechnology is not commonly used inAustralia, Houston says that it has become

secondnature for Chinese consumers toscan codes to connectwith online stores.YPBhas collaboratedwith theAustralian

MadeCampaign to createQRcodesverifying that a product ismade inAustralia.“There’smore technology… in people’s

hands, allowing them to both connectwithbrands and also verify the authenticity ofsomething,”Houston says.BenLazzaro, the chief executive of the

AustraliaMadeCampaign, urges buyers notto be fooled by knock-offs.“The bestway for consumers to identify

authenticAussie products is to look for thegreen and gold kangaroo logo,whichmeansthey are genuinely ‘AustralianMade’.”

Branding products asAustralian Made in ChinaConsumers inChina associated the followingattributeswith thegreenandgoldAustralianMade logo:

● Successfullymakes theAustralianconnection –69%

● Clean andgreen – 70%● Official –56%● Fresh –60%● Environmentally friendly –71%● Easy to understand –66%● Pleasing image –61%ResearchundertakenbyHorizonConsumer Sciencein Shanghai andGuangzhou

ADVERTISINGFEATURE SATURDAY, JANUARY 26, 2019 THEAGE … Australia... · 2019-02-11 · DRED RER...

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Transcript of ADVERTISINGFEATURE SATURDAY, JANUARY 26, 2019 THEAGE … Australia... · 2019-02-11 · DRED RER...