Noongar businessman and native foods entrepreneur Gerry Matera has sent a powerful message to those opposed to Welcome to Country ceremonies.
His stance on social media last week was later reinforced with a video of two young Noongars explaining what the ceremony means to Aboriginal people across Australia.
Mr Matera, who runs Gather Foods and other businesses in Western Australia, told National Indigenous Times enough was enough, after Liberal MP Michaelia Cash and fellow WA Liberals called for an end to the ceremonies being performed at official functions.
"I don't usually like to get involved or speak out about these issues, but her comments were so misplaced, that I just thought enough was enough," he said.
"When leaders undermine culture, they are undermining the very people who will inherit this land and care for it."
The video message to Ms Cash challenged her recent comments dismissing Welcome to Country.
Co-created by Gather Films and Corroboree for Life, the two young voices in the video from across Noongar Boodjar address Senator Cash personally, expressing their hurt and frustration, while calling for respect, truth-telling and unity, and highlighting the importance of Welcome to Country as a cultural practice and gift of respect.
"Welcome to Country is not just words - it's our way of connecting, protecting, and inviting you onto our land," said Khaia, one of the participants.
"Banning it is banning the truth about where you stand."
The video also points to the South West Native Title Settlement as a landmark agreement that recognised Noongar people as the Traditional Owners of the South West, and urged Senator Cash to acknowledge and uphold the agreement as part of her role representing Western Australians in the Senate.
"These young people are the future custodians of Nyoongar Boodjar. Their voices deserve to be heard, loud and clear," Mr Matera added.
Ash Penfold from Corroboree for Life – an Aboriginal organisation empowering young people to become strong advocates for culture, truth, and justice – said decisions about Indigenous culture were too often made with little understanding or listening.
"This video shows strength, pride, and determination, and giving young people like Khaia and (fellow young Noongar) Djeran a platform isn't just important, it's essential for the future of our community," Mr Penfold said.
Djeran said he wanted political and other leaders across the nation to hear their voices, not talk over them.
"This is our land and our culture, if they don't respect it, how can they respect us?" he asked.
"We're speaking up now because the next generation deserves better."
The release of the video comes at a time of heightened national debate around Indigenous recognition, cultural protocols, and truth-telling in Australia, with Mr Matera's rebuke and the release of the video following similar dismay by Indigenous Australians minister Malarndirri McCarthy and Prime Minister Anthony Albanese last week.
"It is a dry gully to keep belling the cat on this... it really is unfortunate," Senator McCarthy told Sky News radio's Andrew Clennell after Senator Cash's comments in Parliament last week.
"That's all they can concentrate on. The Australian people have moved on. They voted overwhelmingly for a Labor Government … and we're just getting on with doing business."
Senator McCarthy said that, as a Yanyuwa Garrwa woman, her people would always respectfully call out moving into the lands of other people, knowing it was a form of respect.
"For me it really comes quite naturally... I feel very proud to hear the names of different First Nations peoples when I go to different areas across Australia. I want to understand who those people are," she said.
