Inside Chief Nutrition’s $1M/Month Ecommerce Engine Without Cutting Corners | #615

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 ecommerceWhy creative volume beats “perfect ads”Performance vs brand: when to focus on eachBuilding a premium product in a price-sensitive marketThe power of subscriptions and loyalty programsHow UGC and influencer collabs drive new customer growthWhy “real food” is winning in modern ecommerceConnect with JustinExplore Chief Subscribe to the Add To Cart newsletter  SMS us to Suggest a Guest Connect with Nathan Bush Join the Add To Cart Community