About Us

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.

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 spending plenty of time outside, in nature. And, of course, you can’t have healthy people without a healthy planet.

We started out because we were appalled at the ultra-processed food that lines the shelves of our grocery stores and we felt compelled to create better options. We also wanted to have an impact on the way food is grown in Australia and around the world, and we figured the best way to do that is to drive demand for food that's grown in a better way.

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.

When it comes to sustainability we're on a journey towards sourcing all our ingredients from regenerative sources (farming methods that improve the land). Right now we use organic beef that is farmed using regenerative practices, but it’s not yet certified regenerative. This is because there is no generally accepted “regeneratively farmed” certification and those that are certified from organisations such as the Savoury Institute are few and far between.

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.

In addition, our products come in foil/PET wrappers to keep them fresh, but we’re making great progress on transitioning to compostable packaging to further reduce our footprint.

So, 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.

Our Values

Live a Chief life. Get outside, enjoy nature and make the most of your life.

Be your own Chief. Take personal responsibility, do what needs to be done.

Be a good human. Look after those around you, including our planet.

Show wisdom. Listen, talk straight, be pragmatic, fair and reasonable.

Proudly Supporting Aussie Farmers.

We support Thankful For Farmers, helping farmers thrive and become more sustainable.

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Our Founders.

Brock Hatton


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.

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Justin Babet


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. 

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Libby Babet

Chief Ambassador

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.

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Jack Mortlock

General Manager

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.

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Kalle Kortelainen


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.

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Veronika Larisova

Chief Nutritionist

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.

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Why "Chief"?

adjective: chief
a. most important
b. having or denoting the highest rank

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