Why we exist
At Chief, we're passionate about two things - healthy people and a healthy planet. For us, being healthy means eating real food (minimally processed and whole food) and enjoying nature. And, of course, you can’t have healthy people without a healthy planet.
We chose snack foods because the world is snacking more than ever before, but even most ‘healthy’ snacks aren't actually that healthy. When you look closely at the back of the packet most are full of artificial crap or far too much sugar.
That's because it's bloody hard to make tasty, affordable snacks that don't have any cheap artificial ingredients and aren't full of sugar! It took us years of frustrating trials to figure it out, but we've finally created tasty, very healthy snacks that nutritionists and dietitians actually eat and recommend.
Supporting Regenerative Agriculture
We're big supporters of 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 organic 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.
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.