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.

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 helping us do our bit to get Regenerative Farming on the map and support Aussie farmers transition to more sustainable and ideally regenerative practices.

Proudly Supporting Aussie Farmers.

Helping them transition to Regenerative Agriculture and fight climate change.

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Our Founders.

Libby Babet

Co-founder

Originally from Brisbane, Libby is a mum, best selling author, speaker and entrepreneur. She's a former trainer for Channel 10's "The Biggest Loser" and fitness expert for Prevention Magazine and Austereo.

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Veronika Larisova

Co-founder + Chief Nutritionist

Veronika left Communist Czech Republic and started from nothing to build a new life in Australia. As a Nutritionist and Exercise Physiologist she's worked with pro sporting teams, Olympic athletes and Hollywood celebs.

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Brock Hatton

Co-founder + CEO

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

Co-founder + COO

He might have grown 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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Kalle Kortelainen

Co-founder + Marketing

Originally from Sweden and a father of four, 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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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 into the world of health food.

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Why "Chief"?

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

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