The big food companies continue to dial up the perceived goodness on their snacks but all they’re doing is health washing the market with dubious claims.

Creating genuinely healthy and tasty snacks takes time and money, and shareholders don’t like that. Chief doesn’t have shareholders, just problem solvers. When we set out to make truly delicious health food with no artificial thickeners and fillers, no artificial sweeteners or sugar alcohols, and without using loads of dried fruit, people said ’no chance’.

After years of frustrating trials, the ‘a-ha’ moment came when we re-invented an ancient curing process. It created our first product, a jerky bar that was pure and not packed with sugar or preservatives. That was tender not tough. That tasted like a delicious roast.

Lessons learned there helped us create our collagen bars based on nut butter, free from anything artificial and very low in sugar. It seems too good to be true - bars that are 100% natural, low sugar and packed full of goodness and taste. Healthy snacks that are genuinely good for you. And we actually did it!

When you buy Chief products, you’re saying no to Big Food companies pretending to be healthy when they’re not. You’re helping us lead the way in the battle against the health destroying impacts of cheap, highly processed, artificial foods and too much sugar. You’re helping us prove to farmers that consumers care about where their food comes from - that we don’t like what Industrial Farming stands for, and that Regenerative Farming is the best thing for the health of people and the planet.

Great for people, and the planet

Our mission is to improve the health of people and the planet, and as a 100% Australian owned food business, we have a keen awareness that we need to do more to support our farmers who feed us at least three times a day.

We're passionate about Regenerative Agriculture, having visited farms where we can see the positive impact on both the landscape and the financial success of the farm, even through a long period of drought.

We're excited at the potential of Regenerative Agriculture to go beyond "sustainability" and actually start to heal the damage we've caused to the natural environment around the world. Particularly its ability to remove carbon from the atmosphere, not just slow or stop our carbon emissions, which sets it apart from any other climate change solution. In fact, Regenerative Farming practices are 2.5 times more effective at positively impacting climate change than the next nearest solution.

Read more about how we're working with Thankful4Farmers to support Aussie Farmers around the country.

Our Founders