When you’re time poor you make poor choices. And if you had time to read all the small print on that ‘healthy’ snack you wouldn’t feel too good about it. Chief really gives a s**t about what we put in and what you get out of it. We’re totally uncompromising on taste, on health benefits and on keeping the crap out. We call it extreme naturalness. We have a range of snack bars including our original jerky "meat" bars, and our new collagen bars. Our vision is a world where ALL food is healthy AND sustainable. We can’t feed the planet without some meat, we can’t be sustainable without regenerative farming and we can’t be healthy without pasture raised meat. To feed the planet in a healthy way we need to replace factory farming practices with regenerative farming practices which are better for the health of humans, animals and the planet. Regenerative farming is better for farmers too who could really do with some help right now. We’re starting with snacks because it’s the fastest growing sector of food. Our bars dramatically increase shelf life of meat based and meat derived products which dramatically reduces the amount of food that gets thrown out. Our collagen bars utilise what is often a waste product of beef production, and our meat bars give consumers the confidence that they're eating the best regeneratively farmed meat.