Agrarmarkt Austria Marketing is responsible for carrying out all agricultural marketing across Austria. Alongside the promotion of agricultural marketing, its role includes the following:
Instituting quality improvement measures. These include developing and applying quality guidelines for agricultural products and the processed products derived from them.
Applying classic techniques in advertising, sales promotion and PR, with the objective to make people aware of the significance of the quality and freshness of foodstuffs, and of their origins. In doing so, the goal is to promote sales of agricultural produce.
The AMA seal ensures that foodstuffs can be traced to their source. In addition, products that carry this symbol meet the highest quality standards. Farmers, processing plants and retailers must conform to strict regulations, which are monitored by independent testing centres.
Only organically produced foodstuffs may carry the AMA organic seal. The red and white design, with "Austria" identified as the source, guarantees that the raw materials originate in Austria, and that they have been handled and processed inland.
The black and white version does not indicate the source of organic raw materials.