New system will give buyers more information about their food, writes Bev Johanson.
In   February last year, 32 people became ill with hepatitis A after eating frozen berries imported from China. The outbreak highlighted concerns about food provenance information and became the catalyst for the government to get serious about changing the country of origin labelling system for foods sold in Australia. 
"We had been calling for changes for some years and we were happy the government got involved," says Ian Harrison, chief executive of Australian Made. "We saw that the current country of origin labelling system was not adequate for consumer expectations about food."
The new system aims for clear and consistent labelling information so that consumers know how much of the content is Australian. Companies will also be encouraged, but not required, to provide additional information such as identifying the origin of key ingredients from outside Australia. While it is specifically for the Australian marketplace, companies have the right to leave the new label on products when exporting, Mr Harrison says.
The proposal is nearing the end of the public consultation stage. The bill is expected to have bipartisan support and implementation of the new labelling is likely to begin around mid-year with a generous phase-in period. For food products made or grown in Australia, the new labels will incorporate the familiar gold kangaroo in the green triangle, an image that Roy Morgan Research says is recognised by more than 98 per cent of Australians and trusted by 89 per cent to identify genuine locally made and grown goods. Below the triangle, the new labels will have a bar showing the amount by weight of Australian ingredients in the product - from zero to 100 per cent, with some prescribed text.
The new labelling system will be free to use and mandatory for all but a few exempt categories of food. "If you make a food product, you must use it," Mr Harrison says.
There are some concerns about the cost of introducing new labels and whether the new system goes far enough.
SPC, the Shepparton fruit-processing company established in the early 1900s, is Australia's largest producer of packaged fruit and vegetables and is passionately committed to the promotion of quality Australian-made and grown foods. The company strongly advocates country of origin labelling, but believes that the proposed system is not extensive enough.
"While we welcome progress, we don't believe the current proposed scheme goes far enough or delivers for consumers, who are looking for a quick way to identify where their food has come from when they shop," says SPC managing director Reg Weine. "The scheme as it stands adds complexity and cost to Australian business without giving consumers all the information they need."
Mr Harrison recognises there will be implications for Australian Made, which is funded by licence fees. "We will lose some revenue, as there will be no licence fee for using the new food labels. However, overall it's an exciting time. With the increased use, the iconic green and gold kangaroo triangle will truly become part of Australian marketing. This will build the global impact of 'brand Australia'."
Licensing continues as usual for non-food categories and all products, food and non-food, exported from Australia.