Bringing transparency to the aisle
AUSTRACE exists to answer a deceptively simple question: is this product really Australian?
Walk down any supermarket aisle and the labels blur together. A green-and-gold logo, a kangaroo, a “proudly packaged in Australia” line — none of it tells you who actually owns the brand, where the product was really made, or what it cost the planet to get there.
AUSTRACE changes that. Point your camera at any product and our AI reveals its true origin, the company that owns it (including foreign acquisitions hidden behind familiar names), and its environmental footprint — in seconds, with no barcode required.
We believe that when people can see clearly, they choose well. Giving Australians an effortless way to back local businesses is good for our economy, our communities, and our future.
What we stand for
Transparency first
Ownership and origin are often deliberately hard to trace. We do the digging so the truth is one scan away.
Back local
Every dollar spent on genuinely Australian products keeps jobs, growers, and manufacturers thriving here at home.
Shop your values
Origin is only part of the story. We surface environmental impact so your choices reflect what matters to you.
Who’s behind AUSTRACE
AUSTRACE is built by McGovern Solutions Pty Ltd, an Australian technology studio. We’re a small team combining AI, data, and a genuine belief in supporting local. Want to partner with us or learn more?
Get in touch