'Green and clean' has been used as a key marketing tool to promote Australian products overseas. The rationale is that consumers are generally concerned about personal health and the environment and will choose, and pay price premiums, for products that are, or perceived to be, clean (good for them) and green (good for the environment) over alternative products. But is Australia seen as clean and green? Is it really why people buy Australian products? And how effective is it as a marketing tool? This paper attempts to answer some of these questions. The study found that Australia may have a clean green image at present in some of her overseas markets, but to maintain such an image over time, concrete proof of environmental and quality credentials need to be provided to satisfy increasingly more educated and better-informed consumers. Wide adoption of integrated EMS and QA systems by Australian producers and food companies appears to be a means to establish such credentials and substantiate any 'clean and green' claim. Therefore, government policies should focus more on developing a range of tools to encourage good environmental and quality management practices, rather than on promoting the 'clean and green' image. Such campaigns may be counter-productive in the long run as it leads to complacency, rather than raising environmental and quality awareness.