Brand to push Aussie exports

A NEW “Brand Australia” stamp will be slapped on meat, fruit and vegetables and wine exports to help Aussie products stand out on overseas shelves.

The plan to boost export sales by helping overseas consumers identify Australia’s “green and clean” products will be unveiled in a landmark Foreign Policy White Paper by Malcolm Turnbull today.

The design is yet to be chosen but it is likely to be a wellrecognised Australian symbol, such as a map of Australia, the Opera House or a kangaroo, however it is unlikely a beef producer will want to put a stamp of another animal on their product.

Tourism Minister Steve Ciobo said the unified brand would be more than just trumpeting local produce and would include all of Australia’s export strengths, such as tourism, agricultural products and education.

“It will be a powerful symbol for our goods and services to use on the world stage,” Mr Ciobo said.

“Across the world, Australian- made goods and services are sought after, especially our food and fresh produce, which is famous for being clean and green.

“We want to make it easier for the world to buy Australian.

“We want to ensure Aussie exporters can use the country’s strong reputation to sell more of their goods and services to the world.

“A strong Australia symbol will help Aussie products stand out on the shelves across the world.”

Mr Ciobo said Austrade had begun a stocktake of existing Australian brands to understand how they resonated and what elements could be used to create a more powerful, unified identity for Australian goods and services.

“Research conducted by Austrade has found that while Australia is known for unique flora and fauna, beautiful scenery and friendly people, we are less recognised for harder attributes, such as technology, innovation and science, which make Australia even more attractive as a potential trade or investment partner.

“A clear, unified nation brand that combines these and other qualities will provide the support our industries need to thrive in a competitive global marketplace.”

National Farmers’ Federation CEO Tony Mahar welcomed the move.

“Our farmers compete in a highly price sensitive world market against highly subsidised counterparts so a co- ordinated and comprehensive approach is something we are keen to explore,” Mr Mahar said.