The consumer watchdog has fined premium food company Conroys for telling porkies after it sold imported pig meat as Australian Breakfast Bacon.
Conroys - which markets itself as offering traditional premium-quality small-goods - imported more than one tonne of pig meat in   February from Denmark. It then repackaged the shipment as "product of Australia" in its 1 kilogram breakfast bacon pack, the Australian Competition and Consumer Commission (ACCC) alleges. 
The action is the latest in a series of companies being caught for misleading customers with false labelling or counterfeiting food - with products ranging from beer, honey and beef targeted overseas and in Australia.
ACCC chairman Rod Sims told Fairfax Media earlier this month these false claims not only mislead consumers, but also disadvantage competing companies which source local ingredients for their products.
"Many consumers have a preference for products that contain locally sourced ingredients and are often prepared to pay a premium for these products.
"As it is often difficult for consumers to determine where products come from, it is crucial that businesses provide accurate information about the place of origin of the goods that they supply."
Conroys, which is based in South Australia, paid a $10,200 fine and has provided a court enforceable undertaking that it will not use the "product of Australia" label on imported produce again.
The imported bacon product was supplied in a one-off shipment to a wholesaler in Western Australia, the ACCC said in a statement.

Misleading labelling
Companies can only use the "product of Australia" label if Australia is the country of origin of each significant ingredient or significant component of the product, and virtually all processes involved in its production or manufacture happen in Australia.
Mr Sims has made tackling counterfeit and misleading labelling one of the commission's biggest priorities since he began his tenure four years ago.
"The essence of consumer law is 'don't mislead consumers'," Mr Sims said in his comments earlier this month.
"That's just so important in a market economy where people are trying hard to make money by increasing sales.
"If we don't have such laws and enforce them, then the benefits we thought we were getting from a market economy just won't be there because you'll have too much consumer misinformation and consumers won't choose the product most suitable to them, which [in turn] drives signals about [what] producers produce."
Contacted by Fairfax Media, Conroy's director, Andrew Conroy, said the shipment of Danish pork had been a one-off, effecting one customer.
"We made a mistake," he said, adding the company imported meat from Denmark and elsewhere for other products, the labelling of which was "100 per cent correct".