Juicebox acknowledges the Whadjuk people of the Noongar nation, the Traditional Custodians of the land on which we live, work and play. We recognise the spiritual and cultural significance of the Whadjuk people’s 60,000+ year relationship to the land and pay our respects to Elders past, present and emerging. We are honoured to begin our first step towards reconciliation.

Always was, always will be.

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We recognise that First Nations people still don’t experience equality and equity in Australia. Juicebox acknowledges the wrongs of the past and supports taking steps towards reconciliation.

As a business, we have the power to contribute to change. But change needs to start from within. The Juicebox Reconciliation Action Plan (RAP) – Reflect begins this change.

We understand reconciliation is a proactive and ongoing journey. It will take internal growth, external influence and collective action.

We’re committed to doing our part to work towards a future where First Nations’ histories and cultures are a respected and celebrated part of Australia’s national identity.

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About the artwork

Noongar artist Andrew Taylor-Kickett designed the digital artwork ‘Gul’ to visualise the Juicebox RAP. The piece captures the historical events during and after the Western Australian settlement, the communication between settlers and First Nations people, and our communications going forward. 

The artwork shows Gulup, known as Lake Monger or the ‘place of fire’, where local Whadjuk people shared culture. Karrgatup, or Kings Park, comes into the frame, along with the Wagyl or the Rainbow Serpent. The Wagyl holds immense power, the creator of the waterways and the people. 

The kylies or boomerangs, positioned in the centre of the art piece, are native to the Noongar people and used together for ceremonial events. In this artwork, the kylies are particularly significant. ‘One cannot work without the other’, says Andrew. These symbolise reconciliation in action.

Reconciliation means acknowledging how colonialism has impacted First Nations people and how the effects of oppression still exist today. It means doing everything in our power to eradicate the disparity and make our country more equitable and inclusive.

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The Path Forward

The Juicebox RAP follows the Five Dimensions of Reconciliation – Race Relations, Equality and Equity, Institutional Integrity, Unity and Historical Acceptance. 

It demonstrates our commitment to deepening our understanding and respect for First Nations people through education and reflection within our organisation.

It also outlines our commitment to building and strengthening relationships with First Nations people through community engagement, working relationships and employment opportunities. We commit to:

Cultural celebrations

Participating in and promoting events honouring the rich cultures and histories of Australia’s First Nations people.

Employment and opportunities

Actively seeking to increase First Nations representation within our team and collaborations.

Education and awareness

Participating in internal and external programs to deepen our understanding of First Nations cultures and histories.

Community engagement 

Building authentic relationships through partnerships and projects with First Nations organisations.

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By collectively taking action on the RAP that follows, we can better value, respect, and engage with First Nations people and make their rich cultures a proud part of our shared national identity. 

We invite you to be a part of this meaningful journey. Explore our RAP, engage with our initiatives, and share your insights as we learn and grow together.

The Juicebox RAP is just the beginning.

We should never forget that our nation is home to Earth's oldest living culture.

Chris Nelson Managing Director