Dick Smith Foods re-launched in new “guilt” campaign concerning Australian-made and owned products

  • November 19, 2012
  • Kate Carey

Australian nationalistic marketing group Dick Smith Foods has announced it will re-launch its brand in a new campaign with a focus on Australian-made and Australian-owned product benefits.

According to Dick Smith Foods, the ongoing discounting of prices between the large supermarket groups is coming “straight from the pocket of the already struggling Aussie farmers and food processors.”

“Whilst many of the Australian processors are finding it is impossible to sell to the major supermarkets because they say that Australians just want the lowest price, in fact these same companies are now exporting to the growing middle class in China, who don’t want the local product, but want an Australian quality product,” the company’s public face, Dick Smith said.

Mr Smith accused other companies that lack a detailed country of origin label of being  “ashamed” of where the product comes from.  “They simply write ‘made from imported and local ingredients,” he said.

Mr Smith challenged Australians to ask the questions: “What am I eating?  What am I feeding my family?”

“You just don’t know if it’s not Aussie grown and made.  It’s worth spending a few cents more to be safe,” Dick Smith added.

Dick Smith Foods re-launch coincides with the recent release by the Australian Competition and Consumer Commission announced of clearer guidelines on Country of Origin labelling.

Dick Smith Foods, which says its products are Australian-made and Australian-owned uses the marketing slogan “as Australian as you can get.” Dick Smith Foods says that people understand that “nothing is 100 per cent Australian’, but ‘as Australian as you can get’ means as much of it as possible is made in Australia and as much of it as possible is owned by Australian individuals or Australian companies –so the profits stay in Australia.”

Dick Smith Foods are proud supporters of Australian-made and owned products.


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3 Responses to “Dick Smith Foods re-launched in new “guilt” campaign concerning Australian-made and owned products”

  1. Allan Rodd on November 20th, 2012 12:17 pm

    It’s good to see Dick taking on the majors with his re-labelled lines. When I asked him to support my Australian made fresh vegetable and whole grain NatraFoods he wrote back that he was too busy.

    Uncle Harry’s also supports Australian farmers by using locally grown and freshly chopped carrots, celery, onions, parsley, wheat, barley,rice, sunflower seeds and oil, mushrooms, sweet potatoes plus herbs ad spices to produce a 25 item soy-free range of non-traditonal vegetarian(vegan) burgers, bites, steaks, slices and stips in five flavour varieties..

    We supply food service customers throught PFD/Chippy’s and Bidvest, and recently introduced a retail range of vacuum packed NatraBurgers and NatraBites sold in Thomas Dux fridges and in selected IGA stores.

    Busy people unable to shop at a stockist can order our healthy foods on line for home delivery from our website http://www.uncleharrys.com.au .

  2. sue Gaffney on January 14th, 2013 6:01 am

    Hi, after watching Dick promote his products.on tv over the weekend I Thought I would express to you how boring thr advertisement is. The advert comes across as one man wanting you to support himself and his products, but standing alone. It would be nice to see a family set with children enthusiastically eating and commenting on the products. at home, school etc. Maybe. a mother, father figure. could put the all australian message across.Just at the moment it looks like Dick is the only one supporting his. and our Australian farmers products. Thank you for listening. Product supporter, Sue Gaffney

  3. cassandra on July 17th, 2013 2:28 pm

    Good on you Dick. This is what Australians need to support….our own people and companies.people need to wake up and smell the roses -think where does this product come from, who are you supporting??? Aussie business aussie farmers aussie jobs. people out there working hard on those farms, living on the land. no posh shopping centres for them! I will support Australians and australian businesses and pay more. good on you dick smith.