Australian Food and Grocery Council

What Australian Food and Grocery Council does

Australian Food and Grocery Council (AFGC) is a non-profit peak industry association founded in 1995 and headquartered in Canberra, ACT. It represents the food, beverage and grocery manufacturing sector in Australia, an industry valued at $172.7 billion that accounts for 32.2% of all Australian manufacturing and employs more than 294,212 people. AFGC's member companies collectively represent over 55% of the total value of retail food and grocery sales in Australia and include household-name manufacturers such as Kellogg's, Arnott's, Ferrero, Unilever, Mondelez, Campbell's, Sanitarium, Goodman Fielder, Danone, McCain Foods, Mars Food & Nutrition, Nestle, and Asahi Beverages. The organisation operates with a small staff of 11-50, governed by a board composed of senior executives from its largest member companies and led by CEO Colm Maguire (appointed May 2025) and Chair Bernie Brookes AM (appointed June 2025).

AFGC generates revenue through three streams: recurring membership fees organised into Full, Associate, and Affiliate tiers; fee-for-service training programs delivered in partnership with specialist providers (Food and Grocery Code of Conduct training with NextGen, High Performing Leaders Program with Leading Teams, Sustainability and Climate-related Financial Reporting with Deloitte and RMIT Online, Major Retailer Range Review training with NextGen, Australian Grocery Academy with Real World Marketing); and event fees for signature gatherings such as APEX: The Industry's Summit and the Future Leaders Forum. Its product portfolio extends into industry resources including the SmartFacts digital labelling platform (launched May 2025 with GS1 Australia/NZ), the Scope 3 Emissions Reporting Workbook, and proprietary research publications (State of the Industry, Towards 2030 snapshot, AFGC Workforce Pressures Report). AFGC does not develop proprietary AI or core technology products; its technology footprint is limited to industry standards and digital labelling infrastructure delivered through partnerships.

The association's go-to-market is sales-led and relationship-driven, acquiring and retaining members through direct engagement, industry events, committee participation, and working groups. AFGC distributes services via a member portal, annual events, board and committee representation, and the Trading Partner Forum, which convenes leading retailers (Coles, Woolworths, Metcash, Countdown, Foodstuffs) with major suppliers for collaborative supply chain improvement. Its value proposition centres on authoritative government and regulatory advocacy (particularly on the Food and Grocery Code of Conduct, FSANZ matters, and ACCC engagement), collective action on pre-competitive issues such as soft plastics recycling through the Soft Plastics Stewardship Australia scheme (ACCC-authorised November 2025 for eight years), and access to technical expertise, training, and peer networks across the FMCG value chain.

Name

Australian Food and Grocery Council

Legal name

Australian Food and Grocery Council

Website

https://afgc.org.au

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

The Australian Food and Grocery Council (AFGC) is a non-profit peak industry association founded in 1995 that represents Australia's $172.7 billion food, beverage, and grocery manufacturing sector, with member companies accounting for over 55% of retail food and grocery sales. It delivers advocacy, training, and industry resources to FMCG manufacturers and suppliers.

Ownership category

akta.pro rank

Headquarters

HQ city

Griffith

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Revenue model

1. Membership fees: AFGC operates primarily as a membership-based organisation. Member fees support sourcing technical, legislative and industry expertise, offering discounted rates for events and training, and representing and promoting the industry with decision makers and stakeholders. Three membership categories: Full members (food and grocery product manufacturers/suppliers), Associate members (service providers, consultants), and Affiliate members (industry associations).
2. Training programs: AFGC delivers training programs including Food and Grocery Code of Conduct training, Australian Competition and Consumer Law training, Australian Grocery Academy, High Performing Leaders Program, Sustainability and Climate-related Financial Reporting, and Major Retailer Range Review training. These generate revenue through course fees.
3. Event fees: AFGC organises industry events including APEX: The Industry's Summit and Future Leaders Forum. Events include registration fees and sponsorship opportunities.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

AFGC is the peak industry association for Australia's food, beverage and grocery supply industry. It provides advocacy to government, industry training programs, networking events, industry research and resources, and a digital labelling platform (SmartFacts) on behalf of its members. Member companies represent over 55% of the total value of retail food and grocery sales in Australia.

Product overview

The Australian Food and Grocery Council (AFGC) is a peak industry association, not a technology product company. AFGC provides a portfolio of member services, training programs, industry resources, and advocacy initiatives. The core offerings include: SmartFacts® (a digital labelling platform launched May 2025 providing standardised real-time product information via smartphone scans); training programs including Food and Grocery Code of Conduct training, Australian Grocery Academy, High Performing Leaders Program, Major Retailer Range Review Training, and Sustainability/Climate Reporting courses; industry forums such as the Trading Partner Forum; and events including APEX Summit and Future Leaders Forum. AFGC also produces research publications (State of the Industry reports, Towards 2030 snapshot, Workforce Pressures Report) and resource tools like the Scope 3 Emissions Reporting Workbook and Industry Pulse Tracker.

Differentiator

Problem solved

Functional benefit

Products and services

• SmartFacts® Digital Labelling Platform A digital labelling platform launched in May 2025 that provides consumers with standardised real-time product information via smartphone scans. Developed in partnership with NZFGC, GS1 Australia, and GS1 New Zealand, it harmonises digital labeling across on-shelf products in Australia and New Zealand.
• Food and Grocery Code of Conduct Training Training program developed with NextGen Group to help suppliers understand and comply with the mandatory Food and Grocery Code of Conduct, covering obligations, legal requirements, and price negotiation procedures.
• Australian Grocery Academy A collaboration between AFGC and Real World Marketing offering courses in customer centric growth, strategic category management, revenue management, E-com strategy, and negotiation skills for FMCG professionals.
• High Performing Leaders Program Leadership development program delivered in partnership with Leading Teams, designed for FMCG executives. Six full-day interactive workshops priced at $5,995 +GST per person, delivered in Sydney and Melbourne with cohort sizes of 10-16 participants.
• Sustainability and Climate-related Financial Reporting Course Collaboration with Deloitte and RMIT Online offering courses to help members implement AASB S2 climate disclosure standards and develop climate transition plans.
• Major Retailer Range Review Training One-day workshop hosted by NextGen Group to equip suppliers with tools and confidence to engage with major retailers during 2026 range and commercial negotiations under COR and Supplier Partnership programs. Members: $12,000 +GST; Non-Members: $13,500 +GST.
• Scope 3 Emissions Reporting Workbook Resource tool designed to help AFGC Full Members comply with annual sustainability reporting requirements under Section 292A of the Corporations Act, including Australian-sourced emissions factors.
• Trading Partner Forum A forum bringing together FMCG suppliers and supermarket retailers (Coles, Woolworths, Countdown, Foodstuffs, and Metcash) to collaborate on end-to-end supply chain efficiency and develop best practice documents.
• Sustaining Australia TV Online news-style program produced in partnership with ASN Media, presenting engaging stories on trends and issues facing the food and grocery sector, including sustainability, digital future, and circular economy topics.
• APEX: The Industry's Summit Annual gathering where the entire food and grocery value chain comes together for connection, collaboration, and future-focused insight, covering themes of supply, sales and marketing, health trade and industry affairs, and sustainable industry practice.
• Future Leaders Forum One-day development program for high potential young leaders and experienced managers shaping the future of Australia's FMCG and supermarket retail industry.
• Industry Pulse: Middle East Conflict Impacts Tracker Dashboard providing members with a timely consolidated view of conditions across the sector amid the Middle East conflict, capturing where pressures are building and where confidence is holding.

Quantifiable outcome

• 38.7% increase in gross fixed capital formation from $3.1 billion to $4.3 billion under enhanced asset write-off settings (2020-21 to 2022-23)
• +3 more outcomes

Named customers19 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered core partner and key partner.

• GS1 Australiacore partnerTechnology or IntegrationGS1 Australia is the leading provider of standards and solutions for over 20 industry sectors. They introduced barcoding to Australia in 1979 and enable more than 21,000 member companies to implement the GS1 system. GS1 is the AFGC's Standards Partner and collaborated on the SmartFacts digital labelling platform launched in May 2025.
• Touchstone Executive Searchcore partnerStrategic or Co-development PartnerTouchstone Executive Search has advised major Australian and multinational companies on senior appointments across the Asia Pacific region since 2003. They conducted the executive search that resulted in Colm Maguire's appointment as AFGC CEO. Touchstone is the AFGC's Executive Search Partner.
• NIQ (NielsenIQ)core partnerStrategic or Co-development PartnerNIQ is the industry leader in global measurement and data analytics, providing retail and consumer intelligence. NIQ covers 82% of the world's population and over $7.4 trillion in global consumer spending. NIQ is the AFGC's Insights Partner.
• CHEP (Brambles)core partnerStrategic or Co-development PartnerCHEP is a global leader in supply chain solutions, providing pallet pooling and container services. CHEP advances the smart and sustainable movement of goods through share, repair and reuse networks. CHEP is the AFGC's Global Supply Chain Partner.
• ASN Mediacore partnerStrategic or Co-development PartnerASN Media produces Sustaining Australia TV in partnership with AFGC. This online news-style program presents engaging stories from across the FMCG industry, exploring trends and issues facing the sector. New episodes are released each year.
• Deloitte Australiakey partnerImplementation/ SI/ Consulting PartnerDeloitte partnered with AFGC and RMIT Online to offer the Sustainability and Climate-related Financial Reporting course, supporting members in meeting AASB S2 climate disclosure requirements. Deloitte provides weekly live webinars for the Premium option of the course.
• RMIT Onlinekey partnerImplementation/ SI/ Consulting PartnerRMIT Online collaborated with AFGC and Deloitte to deliver the Sustainability and Climate-related Financial Reporting course. The program provides practical skills and tools for climate-related disclosures under AASB S2 standards.
• Real World Marketingkey partnerImplementation/ SI/ Consulting PartnerReal World Marketing partnered with AFGC to create the Australian Grocery Academy (AGA), delivering open house programs, bootcamps, and fireside chats for FMCG commercial capability development.
• NextGen Groupkey partnerImplementation/ SI/ Consulting PartnerNextGen Group developed training programs with AFGC for the Food and Grocery Code of Conduct, covering obligations, legal requirements, and price negotiation guidance. Also delivers Major Retailer Range Review training for suppliers navigating Woolworths and Coles range reductions.
• Leading Teamskey partnerImplementation/ SI/ Consulting PartnerLeading Teams delivers the AFGC High Performing Leaders Program, using models of leadership and team development. Experts in leadership, culture, teamwork and high-performance for over 25 years, with facilitators across Australia.
• EnergyLink Serviceskey partnerStrategic or Co-development PartnerEnergyLink Services partnered with AFGC to deliver the Electrification Fact Sheet, providing actionable pathways for food and grocery manufacturers to decarbonise. The fact sheet outlines technologies, business case approaches, and available financial enablers.
• GS1 Australia - SmartFacts Partnershipcore partnerStrategic or Co-development PartnerAFGC partnered with NZFGC and GS1 Australia/GS1 New Zealand to roll out SmartFacts, a groundbreaking digital labelling initiative harmonising product information across Australia and New Zealand through smartphone scans.
• Soft Plastics Stewardship Australia (SPSA)key partnerStrategic or Co-development PartnerSPSA is an industry-led scheme coordinated by AFGC to increase soft plastics recycling and reuse. ACCC granted eight-year authorisation in November 2025. Partners include Metcash, 7-Eleven, and other retailers and manufacturers.
• Trading Partner Forum - Retailerscore partnerStrategic or Co-development PartnerTrading Partner Forum includes major Australian and New Zealand supermarkets: Coles, Woolworths, Metcash, Countdown, and Foodstuffs. The forum delivers end-to-end supply chain efficiency improvements benefiting suppliers, retailers and shoppers.
• Trading Partner Forum - Supplierscore partnerStrategic or Co-development PartnerTrading Partner Forum includes major FMCG suppliers: Nestle, Sanitarium, Simplot, Primo Foods, L'Oreal, and SaBrands. Forum collaborates on supply chain efficiency initiatives and best practice document development.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Consumer Brands Association: US trade association for consumer packaged goods companies (formerly Grocery Manufacturers Association). Comparable as a major national trade body for CPG and food manufacturers with an analogous advocacy and member-service mandate to AFGC's.
• FoodDrinkEurope: European food and drink industry association engaging with EU institutions on behalf of manufacturers. Comparable as a regional peak body with a similar advocacy and policy mandate as AFGC, but operating at a supranational level.
• Food and Drink Federation (UK): UK trade association for food and drink manufacturers. Comparable as a national peak industry body with the same combination of government advocacy, training, and member services for food and grocery manufacturers that defines AFGC's offering.
• New Zealand Food and Grocery Council: New Zealand's peak food and grocery industry association and AFGC's closest international counterpart. Directly partnered with AFGC on the SmartFacts® digital labelling platform, operates the same peak-body model for food/grocery manufacturers in an adjacent market.
• Food Industry Asia: Regional industry association representing food and beverage manufacturers across Asia-Pacific markets. Comparable to AFGC as a peak-body model serving food/grocery manufacturers but at a multi-country regional scope rather than a single national jurisdiction.
• Food and Beverage Canada: National industry association for Canada's food and beverage processors. Comparable as a national peak body serving food and grocery manufacturers in a similar developed market with the same advocacy, training, and policy focus as AFGC.

Broad incumbents

• Business Council of Australia: Peak body for major Australian businesses, including several AFGC member companies' parent groups. Comparable as a broader national advocacy organization whose policy positions on tax, energy, and trade intersect directly with AFGC's competitiveness agenda.
• Australian Industry Group: One of Australia's largest industry associations, covering multiple sectors including manufacturing. Comparable as a broader, more diversified national industry association in Australia that overlaps with AFGC's manufacturing sector membership and competes for policy influence.

Emerging players

• Food Frontier: Australian non-profit focused on alternative proteins and food innovation. Comparable as an emerging industry advocacy organization addressing specific growth segments of the food industry that are currently under-represented within AFGC's traditional FMCG membership.

Others

• National Farmers' Federation: Australia's peak body for agricultural producers. Comparable as an adjacent industry advocacy organization representing the upstream supply chain that feeds AFGC's manufacturer members and frequently co-advocates on trade and sustainability issues.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@AustralianFoodGroceryCouncil
• LinkedInlinkedin.com/company/australian-food-and-grocery-council
• Xx.com/AusFoodGrocery
• Facebookfacebook.com/austfoodgrocery

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Australian Food and Grocery Council