Australian orange growers are the latest industry to get more aggressive about promoting their products as locally grown. The new ‘Aussie grown’ brand will be launched to specifically target the juice market so consumers can more easily identify Australian juice.
Australian Citrus Growers president Mark Chown says that while most juice in the Australian market is made of at least some imported juice or concentrate, consumers believe they are buying local.
“Our concern is that consumers assume that what they are buying is Australian when that actually isn’t the case.”
Juice processor Golden Circle will be the first major processor to use the symbol on its packaging.