ACCC offers country of origin labelling advice to consumers

The Australian Competition and Consumer Commission (ACCC) has launched a new initiative to provide consumers with clear advice on country of origin labelling claims and olive oil quality claims.

“The ACCC does not believe there is an essential problem with the current classifications. The problem is people’s understanding of what they mean,” said ACCC chairperson Rod Sims in a speech to the Australian Food and Grocery Council (AFGC) in Canberra.

“Some people will pay a premium for an Australian product or a guarantee of quality,” said Sims. “But consumers must know what they are buying.

“The problem arises, it seems to me, if the only label people are looking for is ‘Made in Australia’ when what they want is a product fully from Australian sources. When they realise that a Made in Australia product can be made from some overseas ingredients they question the validity of the origin claims,” said Sims.

“They should not. We need a classification system that deals with where a product is made. The problem is they should be looking for a ‘Product of Australia’ label.”

The ACCC will release advice that will help consumers decode the various origin claims of ‘Made in Australia’, ‘Product of Australia’ and ‘Grown in Australia’. Labels such as ‘Proudly Australian owned’ or ‘100% Australian owned’ indicate the ownership of the country, not the origin of the ingredients or the product itself.

The ACCC will also launch a buying guide for consumers that will provide information about the different grades of olive oil products, how they differ and storage tips.

“With labels and prices varying significantly between and within brands it can be confusing to know which olive oil is best. Claims such as extra virgin, virgin, pure and light should allow consumers to trust that what’s on the label is what’s in the bottle,” said Sims.