--- title: "About Chief Nutrition. Real food, made in Australia." description: "Why we made Chief. Four co-founders. Real food, made in Australia, for Pack Flippers who actually read the ingredient list." lang: en json-ld: | { "@context": "https://schema.org", "@graph": [ { "@type": "Organization", "@id": "https://knowledge.wearechief.com/#organization", "name": "Chief Nutrition", "alternateName": [ "Chief", "We Are Chief" ], "url": "https://wearechief.com", "foundingDate": "2014", "slogan": "Feed Your Extraordinary", "description": "We started out because we were 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're like us, you want to live an extraordinary life. 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. 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Real food, made in Australia.", "description": "Why we made Chief. Four co-founders. Real food, made in Australia, for Pack Flippers who actually read the ingredient list.", "inLanguage": "en-AU", "isPartOf": { "@id": "https://knowledge.wearechief.com/#website" }, "mainEntity": { "@id": "https://knowledge.wearechief.com/#organization" }, "audience": { "@type": "PeopleAudience", "audienceType": "Pack Flippers", "description": "Adults who read the ingredient list before they buy. Parents, athletes, nutritionists and dietitians." } }, { "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://knowledge.wearechief.com/" }, { "@type": "ListItem", "position": 2, "name": "About", "item": "https://knowledge.wearechief.com/about" } ] } ] } --- [![Chief Nutrition](/assets/chief-logo-fUVXozRx.png)](/) [Home](/) [Products](/products) [Ingredients](/ingredients)[Health Topics](/health-topics)[Guides](/guides)[Trust and Proof](/trust)[About](/about)[FAQs](/faqs) [Visit Chief Store](https://wearechief.com) 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 were 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're like us, you want to live an extraordinary life. 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're 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 CEO Co-Founder ### Brock Hatton Over 15 years in health and wellness. Founded and sold Revivol. Co-founded Nuzest. [](https://www.linkedin.com/in/brockhatton/) Co-Founder and CMO Co-Founder ### Justin Babet Over 20 years across start-ups, leadership, technology and marketing. Four exits. [](https://www.linkedin.com/in/justinbabet/) Co-Founder and Evangelist Co-Founder ### Libby Babet Trainer on The Biggest Loser, Channel TEN. Founder of three wellness businesses. One exit. [](https://www.linkedin.com/in/libbybabet) Co-Founder and Chief Nutritionist Co-Founder ### Veronika Larisova Nutritionist, accredited exercise physiologist and ultra-marathoner. ESSA accredited. Czech-born, Sydney-based. [](https://www.linkedin.com/in/veronika-larisova-15043a64) Head of Growth ### Jack Mortlock Over 15 years experience in sales including 6 years as Commercial Director in health media. [](https://www.linkedin.com/in/jack-mortlock-467998b/) Brand Manager ### Kalle Kortelainen Designer and brand builder. Danish design school background. Over 13 years in growth. [](https://www.linkedin.com/in/kallekortelainen/) CFO ### Stephen Eyre Over 20 years in FMCG, both in the UK and Australia. [](https://www.linkedin.com/in/stephen-eyre-58b63a1b/) 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. [See the proof →](/trust) EXPLORE THE KNOWLEDGE CENTRE ## Explore the Knowledge Centre ### Trust and proof How we manufacture. What we test. Who recommends us. [See the proof →](/trust) ### Browse the range Seven product ranges. All Australian. All real food. [Browse products →](/products) ### Visit Chief Store Shop the full range with free shipping over $99. [Shop now →](https://wearechief.com) Made for Pack Flippers. Live your Chief life. Chief Nutrition AI Knowledge Centre Real food. Made for Pack Flippers. ### Explore - [Home](/) - [Products](/products) - [Ingredients](/ingredients) - [Trust and Proof](/trust) - [FAQs](/faqs) - [About](/about) ### Product Ranges - Protein Powder - [Collagen Protein Powder](/collagen-protein-powder) - [Whey Protein Powder](/whey-protein-powder) - Supplements - [Organ Supplements](/organ-supplements) - [Creatine](/creatine) - [Collagen Protein Bars](/collagen-bars) - [Lunchbox Bars (Thankful)](/thankful-bars) - [Beef Bars & Sticks](/beef-bars-and-sticks) - [Biltong / Air Dried Steak](/biltong-and-air-dried-steak) ### Connect - [Visit Chief Store](https://wearechief.com) - [hello@wearechief.com](mailto:hello@wearechief.com) - Sydney, Australia [](https://www.instagram.com/chief.nutrition)[](https://www.facebook.com/chief.nutrition1)[](https://www.youtube.com/@chief.nutrition)[](https://www.linkedin.com/company/chief-nutrition/)[TT](https://www.tiktok.com/@chief.nutrition) © 2026 Chief Nutrition. All rights reserved. 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