Australian made and owned. Family and employee owned.
Built with passion
Focused on healthy people and a healthy planet, not just profit.
Based on science
Formulated by health experts based on the latest research.
Helping you live your Chief Life
You want to live your best life. You don’t just want to survive, you want to thrive. You live for now but still invest in your future. You want to live long and strong. You think for yourself, not follow the crowd. We call this living your Chief life.
You're helping us support Aussie farmers.
Every product you buy supports Thankful For Farmers, helping farmers be more economically and environmentally sustainable.
Made for #PackFlippers
Are you a Pack Flipper? You know, the person that looks at the back of the pack because they give damn about what they put in their body. We’re pack flippers too, in fact, it was flipping packs that made us want to start a health food company that actually made healthy food. Because it’s not just about good macros, it’s also about well sourced, clean and minimally processed ingredients that your body will recognise as real food.
Supporting Regenerative Agriculture
With your help, we support Regenerative Agriculture because we believe it's the most important thing we can do for the planet our kids will inherit. All our beef comes from farmers who follow regenerative practices and our goal is to move our entire supply chain to regeneratively certified sources by 2030. To that end, we support Thankful for Farmers to support Aussie farmers to transition to more sustainable and ideally regenerative practices.
We appreciate you!
When you buy a Chief product, you’re helping us prove to the big food companies that it is possible to make healthy food in a packet that's affordable and tastes great too. You’re also helping us do our bit to ensure that regenerative farming and more sustainable farming practices become the norm, not only in Australia, but around the world.
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Some of our passionate team
Like most kids from the bush this Wagga Wagga boy is passionate about sport and agriculture. He co-founded health food brand Nuzest and distributor This Natural Life which merged with Chief in 2017.
He grew up in Sydney but Justin is no stranger to the country and is passionate about helping the world move to regenerative practices to help create healthier food and a healthier planet.
Originally from Brisbane, Libby is a mum of two, best selling author, speaker and entrepreneur. She's a former trainer for Channel 10's "The Biggest Loser" and fitness expert for Prevention Magazine.
Born and bred in Sydney, Jack has always been passionate about fitness and health, and has jumped ship from a decade in advertising and media into the world of health food.
Originally from Sweden and a father of four girls, Kalle isn't just a whizz behind a camera lens. He's a runner, outdoors enthusiast and passionate environmentalist living in the NSW Blue Mountains.
Veronika grew up in Communist Czech Republic and is an ultra marathon runner. As a Nutritionist and Exercise Physiologist she's worked with pro sporting teams, Olympic athletes and Hollywood celebs.
Are our values your values?
Living your Chief Life means making the most of your life. Getting outside to enjoy nature, and appreciating the simple things in life. To do that, we believe you need three things.
Health is your most valuable asset. Eat well and move to maximise your health span, as well as your life span.
Life is about experiences, not things. Never stop exploring. Listen, learn, share, lead by example, provide value.
Live a life you're proud of. Take responsibility to do what's right for you, for others and the planet.