01.The confusion over country of origin
New survey data collected
by CHOICE highlights a gap
between the current Country of Origin
(CoO) food-labelling system
and the standard required to
ensure consumers can make
informed decisions.
Results of our survey of more than
700 members who regularly shop
for food for their household show understanding of CoO labels is
poor, and that the absence of clear
definitions leaves consumers
ill-informed about where their food actually comes from.
Of the respondents, only
12% were able to accurately
identify the meaning of “Made in
Australia”, while only three per
cent knew the correct definition
of “Made
in Australia from local and
imported ingredients”. Foods
labelled “Product of Australia”
didn’t fare much better – only a
quarter of respondents identified the correct meaning,
while only eight per cent of
respondents understood the
meaning of “Australian grown”.
Despite this poor understanding,
85% of respondents said it was
crucial or very important for
them to be able to identify if
the food they buy has been
grown in Australia.
Why buy Australian?
While a third of survey respondents
said they always buy Australian food
when available, 62% said they try
to buy Australian but their decision
depends on factors including the
type of food and price.
Of those who aim to buy
Australian instead
of imported
food, popular
reasons for
doing so
include the
better overall quality,
less exposure to
chemicals and
pesticides during the
production process, and the negative
environmental impacts associated
with overseas products.
Conversely, one of the most
widespread reasons cited for
buying an overseas product
instead of an Australian one was
the reputation of that country or
region for a particular type of food. This
was also a frequently cited reason
for favouring a local product over
a foreign one, along with the desire
to support Australian farmers, keep
local manufacturing jobs and support
Australian companies.
The survey also found knowing the
origin of food is more important for
fresh food and less so for processed
foods. For example, of shoppers who take country of origin into account,
73% said it was crucial to know the
origin of fresh meat they purchase,
67% said this was the case when it came to fresh fruit and vegetables
and 68% for seafood. Yet just 13%
of respondents said it was critical
to know the origin of confectionery,
15% for soft drinks and cordials,
and 17% for snack foods.