Strengthening Australia’s country of origin
labelling framework for food
Mike Lawson, Portfolio Strategic Policy Division
April/May 2015
Agenda
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Presentation
o Problems with the current labelling rules
o Proposals for change
Plenary discussion – identify problems
Table discussions – identify solutions
Table feedback
Next steps
Improving country of origin labels
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Country of origin labelling needs to give consumers the information
they need, without imposing excessive costs on industry
The current system is not working, and the mandate is clear – we need
to make changes
We want you to help us identify options
But they have to be defensible in WTO, which limits what we can
require
What is the problem?
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Numerous Parliamentary inquiries have questioned the usefulness of
the current framework – it is complex
‘Made in Australia from local and imported ingredients’ is meaningless
Food can be “Made in Australia” without any Australian ingredients
The 50 per cent value of production test is costly for industry
Some consumers think labelling is weak and not policed
Origin statements: currently
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“Grown In Australia” or “Product of…”
 Entirely or almost entirely Australian
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Made in Australia
 Substantial Transformation AND
 50 per cent value
 Nothing required about ingredients, characterising
ingredients or significant ingredients
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Packaged in Australia
Not false or misleading
New labels under consideration (Concept)
New text under consideration (examples only)
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Grown in (or Product of) Australia
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with 100% Australian ingredients
Made [processed] in Australia (substantial transformation)
From more than 90% local ingredients
From more than 50%local ingredients
From less than 50% local ingredients
From less than 10% local ingredients
From 0% local ingredients
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Packaged in Australia
 From …. (see above)
Visual representation percentage of local ingredients
(examples only)
A chance to have your say – Problems
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Discussion
A chance to have your say – Issues
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Do you have preferences (including cost or marketing impact) about
the logo (kangaroo, map, flag, colour, black and white, etc)?
Do you have preferences (including cost or marketing impact) about
the text? (terms: grown, made, processed, manufactured, etc; size)
Will a requirement to indicate the percentage of ingredients affect
branding/costs?
How often and how much do you change the mix between local and
imported ingredients for seasonal/availability/cost reasons?
All ingredients, significant or characterising? What about water
(reconstitution)?
What about coverage – e.g. should alcoholic beverages be excluded
A chance to have your say – Solutions?
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Discussion
Next steps
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Finalisation of options based on comprehensive regulation impact
analysis, informed by:
 Industry roundtables in capital cities and some regional
centres
 Consumer testing/consultation
 Cost benefit analysis
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Commonwealth consideration of options by August.
Agreement to changes to the current framework sought from states and
territories in accordance with agreed intergovernmental processes.
Transition period for industry, and education campaign
Updates on our website: http://www.industry.gov.au/cool
Department of Industry and Science
Industry House
10 Binara Street
Canberra City, ACT 2601, Australia
Telephone +61 2 6213 6000