Co-Founder and CEO
Co-Founder
Brock Hatton
Over 15 years in health and wellness. Founded and sold Revivol. Co-founded Nuzest.
About
Why we made Chief.
Real food. Made in Australia. By people who actually eat it.
We started Chief because we were appalled at what's on supermarket shelves.
We started out because we are appalled at the ultra-processed food that lines the shelves of our grocery stores and we wanted to create products to help people stop eating junk. If you are like us, you are not chasing status, you are chasing meaning. You want to live an extraordinary life. Not in flashy moments, but in the ones that really count. Sunrise runs. Epic adventures. Time with people you love. Feeling strong in your body and clear in your mind. That kind of life does not happen by accident. It starts with your health. Health starts with what you put into your body. No junk. Just real food for real life. That is where we come in. We are here to feed your extraordinary.
Made for Pack Flippers.
Pack flippers read the ingredient list before they buy.
We make Chief for them. People who care about where the protein came from. What's in the snack. What's been left out. Parents who put real food in school lunchboxes. Athletes who need clean fuel without synthetic junk. Nutritionists and dietitians who recommend products to their clients. If you read the back of the pack before the front, Chief is for you.
Meet the people who make it.
Four co-founders. A senior team that lives the same way. All Australian. All Pack Flippers.
Co-Founder and CMO
Co-Founder
Justin Babet
Over 20 years across start-ups, leadership, technology and marketing. Four exits.
Co-Founder and Evangelist
Co-Founder
Libby Babet
Trainer on The Biggest Loser, Channel TEN. Founder of three wellness businesses. One exit.
Co-Founder and Chief Nutritionist
Co-Founder
Veronika Larisova
Nutritionist, accredited exercise physiologist and ultra-marathoner. ESSA accredited. Czech-born, Sydney-based.
Head of Growth
Jack Mortlock
Over 15 years experience in sales including 6 years as Commercial Director in health media.
Brand Manager
Kalle Kortelainen
Designer and brand builder. Danish design school background. Over 13 years in growth.
CFO
Stephen Eyre
Over 20 years in FMCG, both in the UK and Australia.
Sourcing
Where the food comes from.
Our suppliers do the work upstream. We don't paper over it.
Beef
OBE Organic Australian grass-fed cattle, raised on Channel Country pastures. Certified organic.
Whey
Australian grass-fed dairy.
Collagen
Sourced, hydrolysed and packed in Australia.
Creatine
Pure monohydrate. No fillers.
Retail and direct
Where to find us.
Retail
Stocked nationally across independent health stores and major grocery. Order direct from wearechief.com for the full range.
Direct
Order from wearechief.com. Free shipping on orders over $99.
Subscriptions
Flexible subscriptions on most products. Pause, skip or cancel from your account.
How we make it.
Every Chief product is made in Australia. Selected SKUs carry HASTA testing for athlete-relevant use. Independent batch testing covers heavy metals, pesticides and herbicide residues including glyphosate. Every product has every ingredient and its exact quantity stated on the pack. No proprietary blends. No flavour systems. If you can't see what's in something, you can't trust it.
EXPLORE THE KNOWLEDGE CENTRE
Explore the Knowledge Centre
Trust and proof
How we manufacture. What we test. Who recommends us.
See the proof →Browse the range
Seven product ranges. All Australian. All real food.
Browse products →Visit Chief Store
Shop the full range with free shipping over $99.
Shop now →Made for Pack Flippers. Live your Chief life.