Justin Babet, co-founder of Chief Nutrition, didn’t set out to build a $1M/month ecommerce brand. What started as a side hustle selling beef bars in a gym has evolved into one of Australia’s fastest-growing health food brands, now stocked in Woolworths, Coles, and scaling globally.

With a background in tech startups (including selling JobAdvisor), Justin brought a “build, measure, learn” mindset into a category known for over-processing and shortcuts. The result? A brand built on trust, premium positioning, and a relentless focus on clean ingredients.

Today, we’re discussing:

• How Chief Nutrition scaled from a side hustle to $1M/month ecommerce
• Why creative volume beats “perfect ads”
• Performance vs brand: when to focus on each
• Building a premium product in a price-sensitive market
• The power of subscriptions and loyalty programs
• How UGC and influencer collabs drive new customer growth
• Why “real food” is winning in modern ecommerce

Connect with Justin
Explore Chief 

SMS us to request a guest!

Support the show

Want to level up your ecommerce game? Come hang out in the Add To Cart Community. We’re talking deep dives, smart events, and real-world inspo for operators who are in it for the long haul.

Connect with Nathan Bush
Contact Add To Cart
Join the Community