'Clean and green' has been used as a marketing tool by Australian governments to promote agricultural products overseas. But how valid are these claims? Is the 'clean and green' image campaign effective? And should government be involved? We conclude that Australia may have had a 'clean and green' image in some markets, but in the future, concrete proof of environmental and quality credentials will be required to satisfy increasingly better-informed and more demanding customers. We argue that governments cannot, and should not, continue to promote Australian products based on an undefined 'clean and green' image. Rather, more resources should be directed to the development, promotion and wide adoption of integrated, credible and well-defined environmental management and quality assurance systems if Australia is to compete effectively in export markets, especially in the longer term.