It’s all about making friends with jam. As consumers, we’ve made the shift from faceless food to seen source. We want to know if our honey hails from the Hunter or from Hong Kong. In the last couple of years, Australian Made has made a comeback. Local is lovelier and as proud patriots, we associate our homegrown/handmade produce with clean, trustworthy, element-kissed goodness. With changes to the country of origin food labeling system set to take effect in 2018, we want to help you get ahead of the shift and back Brand Backyard.
You only need to go through your Instagram feed to feast your eyes on food-farers making their way back to food origins. In highlighting your ties to all things local, new look labels must sport a kangaroo symbol, Made in Australia statement and a bar chart illustrating the percentage of Australian ingredients.
To break it down – a jar of Jam labelled ‘Made in Australia’ means that a considerable amount of the raw ingredients were mixed together here in Oz. It doesn’t specify that the elements were grown, sourced or processed in Australia. When it comes to the ‘Made in’ bit, this refers to the production, not what’s in it.
Get a head start and use our WePrint service to get in line with the new labeling standards. Inform your people now and get your crew familiar with the lingo around local.
Highlight the Handmade
Local and handcrafted is where the support is. No longer about generic produce with a corporate background and a beige personality, now, food is about building relationships directly with the makers. People are hungry for story, meeting the characters and tracing the steps to their plate. They want to know how your recipe made it across the seas from Provence and hear about how you grew your tomatoes on your rooftop. What’s more, they don’t even mind paying more for the connection. Today, people are buying the journey, the innovation and the footprint of your product. And it’s not just the edibles that are engaging, it’s anything handmade. Be creative, don’t waste your nuanced narrative – involve your customers and let them know your goods have been handmade with a large helping of love. Label the big picture around your end product and lean in on your uniqueness.
While your labels do have to fall in line, you can still communicate the origins of your product in your packaging. Our custom labels and stickers can help you be real about your relationship with local and get your product dressed up to look professional and authentic.
To find out more about the changes in country of origin food labeling system click here https://www.accc.gov.au/consumers/groceries/country-of-origin.
(Image Source @orchardstlove)