Born in Australia.
Proudly Australian made and owned. Family and employee owned.
Built with passion.
We're focused on healthy people and a healthy planet, not just profit.
Based on science.
Formulated by health experts based on the latest research.
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. 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.
Our next challenge, a sweet tasting bar, was even harder to create without artificial crap or too much sugar. We persisted and created our collagen bars based on nut butter. 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 we don't need all this crap in our food and there is a better way. You're also telling 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.
Proudly Supporting Aussie Farmers.
Helping them transition to Regenerative Agriculture and fight climate change.
Our Founders.
Libby Babet
Co-founder
Libby is a best selling author and speaker. She's a former trainer for Channel TEN’s "The Biggest Loser: Transformed", fitness expert for Prevention Magazine and fitness expert for Austereo, Australia's largest radio network. She's also a mum and founder of fitness studio The Upbeat.
Veronika Larisova
Co-founder
Veronika is a Nutritionist and Exercise Physiologist who has worked with professional sporting teams, Olympic athletes and weekend warriors. She's a published author with the Australian Journal of Strength and Conditioning and writer for various publications.
Brock Hatton
MD and Co-founder
Brock is passionate about nutrition, health and wellness having worked in the industry for over 10 years. This father of two is Co-founder of health food brand Nuzest and Founder of health food distribution company This Natural Life which merged with Chief Nutrition in 2017.
Justin Babet
Director and Co-founder
Justin has over 20 years experience across health and fitness, technology and human capital. He's passionate about helping the world move to Regenerative Farming practices to help create healthier food and fight global warming and climate change.
Kalle Kortelainen
Marketing and Co-founder
Originally from Sweden and a father of four, Kalle is an avid runner, outdoors enthusiast and passionate environmentalist living in the Blue Mountains of NSW. He's spent over a decade helping brands grow from a local to a global stage.
Why "Chief"?
noun: chief
a leader of people
adjective: chief
a. most important
b. having or denoting the highest rank
