Being approachable and prepared is what Chuck Norris exudes. Roundhouse Provision wanted to capitalize on this known attribute of Chuck's by displaying his iconic strength, trustworthiness and above all being prepared for the unexpected.
From Roundhouse Provision website: " Roundhouse Provision provides nutrient-packed meals,... to help you stay strong and ready to handle any situation, from natural disasters to outdoor adventures to any emergency — even the everyday ones."