Draft food labelling rules were released by Food Standards Australia New Zealand on 12 August 2005 amid calls for mandatory country of origin labelling. The role of labels in marketing origin-based agricultural products is becoming increasingly important as the major food retailers and food outlets look to foreign suppliers. In this research note, Michael Priestley examines the evidence for consumers buying Australian products, the proposed changes to food labelling, and mandatory country of origin labelling in the United States.