About us

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.

Proudly Australian

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.

Proudly Supporting Aussie Farmers.

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

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Why snacks?

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.

Why "Chief"?

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

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Our Founders.

Brock Hatton

Chief Exec

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

Chief Ops

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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Our 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.

Chief Body

Eat well, keep moving for longevity and health span. Health is your most valuable asset.

Chief Mind

Listen, learn, share, lead by example, provide value. Never stop exploring.

Chief Spirit

Take responsibility to do what's right for you, for others and the planet.

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