Ann: Bega acquires Lion Dairy & Drinks and launches capital raise, page-19

My understanding is that, like a few other brands in similar situations, Bega print one label for their peanuts, and it's a similar situation to car speedo's... while you can use a label that says 'contains at least 10% Australian' in a jar that is 70% Aussie, you can't go the other way around...

Due to the large volume of the primary brand produced, and the seasonal nature of peanut growing, Bega can't guarantee the primary brand will be more than 10% all year round, although at some stages in the year it may be almost entirely local product. As a result, they print the lowest number on the labels.
The Simply Nuts brand however is promoted as being 100% Australian, so they will have to scale back production (and nab some nuts that would otherwise have gone to the primary brand) in order to keep that 100%..