by Helen Marshall

Primalista Baking Franchise

The answer to this is variable as each person has the capability to produce at different speeds, with different orders, or different products with varying ingredient costs.  You are responsible not only for making the products but also for selling them -this could be to a stockist like a health shop or a café who will sell to the end user on your behalf (and for a profit) or directly to the end user themselves at a market, expo or similar.

So, as you can see I am unable (and legally not allowed) to make any income promises to you.  Having said that, I guess you are going to want to know how much you could potentially make as this is an important factor in your decision-making process!

The best way to illustrate this is to give you an insight into my week as a producer and what hours I worked and how much I earned.  I am giving you this information in dollars of product as opposed to number of products as I baked to order each week and therefore the number of breads etc. varied somewhat.

So, on average in my last year of production I made $1,000 worth of breads, cookies, gellies and pizza bases per week.  I baked for 8 hours.  There was about another hour bagging and labelling and the profit was $500.  So that’s on average $55.5 per hour.  I split my baking over two days, four hours on a Monday baking for the shops and cafes and four hours on a Thursday preparing for the markets.

I consulted with a Costing Specialist who worked out that if you made 10 of everything it would take you five and an half hours and be $46.50 per hour profit to you if selling to a stockist and $85.70 per hour to you if selling at markets.

The profit margins on all products across the range are 50%+ after cost of ingredients, we don’t consider electricity or admin time, or labour, or delivery (if you choose to deliver).

So once you start getting orders, you will be making 50% of the value of the sale in profit. See my example above.

I used a Thermomix and if you don’t have one…get one anyway they are great…but that aside – the recipes are so simple that you only need a food processor or food mixer with a minimum 2 Litre capacity bowl.

You will need bread tins, baking trays, pizza trays, cooling racks, packaging, labels and an oven. A suggested number is 20 bread tins and 18 pizza trays – this way you can have a batch in the oven and still be making more.

No, you don’t need to buy a bigger oven, I started with a 600cm oven and upgraded to a 900cm thinking I could fit more in, but I could fit 6-8 loaves in each oven.  Getting two extra shelves for your oven can help if you have a 600cm oven.  Try your local tip shop or contact the oven manufacturer, this way you can do double cookies and pizzas at one time.

The equipment is likely to be stuff that you already have in your cupboards with the addition of a few extra tins and trays.  If you are on a lean start up then start slowly and add as you go.

Here are the links to the tins you will need, if you can find cheaper else where that is cool but tins must be the same size as the ones shown here in the links, to maintain consistency across the brand.

Bread Tins. 

Pizza Trays.

A domestic health licence and public and product indemnity insurance.

Most people feel afraid of getting a licence from their council to produce food in their own kitchen, but it is rather straight forward.

The products are classed as ‘low risk’ by the Health Inspector as they are baked goods (without cream) and the Gellies contain similar ingredients to jam (lemon juice & Gelatine) and ‘low risk’.

Securing your licence will involve a call to your council, some paper work, a fee and potentially a visit from the health inspector – don’t worry!

Insurance varies and you should shop around – I have seen quotes ranging from $40 a month to $200 a year!

The insurance you are looking to secure is product and public liability insurance.  Purchasing insurance is a very personal choice and another task that you will need to research and hunt down for yourself.  Google, make some calls and find which one is best for you.  I initially started with an insurance company that charged me $49 per month but later found a company that could insure me for $200 for the whole year, so be sure to shop around. Primalista Charmaine Willing AKA Chicken…is an insurance broker and can sort this for you.

Applying for a Health Licence please check out this handy PDF with a cut & paste letter to start the ball rolling with your council.

When you sign up for your Producers Licence, I suggest a couple of suppliers on the online course, but it is up to you where you get the ingredients from and if you source a cheaper supplier then winning!

You will probably get some bulk dry ingredients from one supplier and other ingredients such as the organic butter and eggs from a local shop.

Initially it can be the easiest option to order from 2 Brothers Foods until you work out which you best suppliers are for where you are located.  Once you sign up and are in the Primalistas Facebook Group – you will get heaps of supplier info and ideas.  There is no right or wrong amount to order for your first order and practice bake but my suggestion is 5 kilos of blanched almond meal, 10 kilos of arrowroot/tapioca and 1 kilo of all other dry ingredients.


Yes, I did all of this from the comfort and convenience of my own modest kitchen! When you see the online training videos you will see – my kitchen ain’t that flash!!  Your kitchen needs to be inspected by your local Environmental Health Officer and you’ll need a Domestic Health Licence from your council before you start production.  Surfaces need to be sealed and ingredients need to be stored in rodent free containers – usually plastic.  It is a good idea to have a separate shelf in your pantry or cupboard for Primal Alternative ingredients, if you don’t have the space, plastic storage boxes work well.

No. I have chosen organic ingredients where they are viable cost wise. The bread currently sells at $15.95 per loaf, that’s quite an investment as it is.

In the beginning of my business I spent time pricing up an organic loaf and it was something like $35 – not viable in my opinion.

From a personal point of view, when going organic I place importance on organic meat and dairy first. So therefore, the butter in the Grain Free Cookies is organic.

Yes, almonds are sprayed but they are removed from their tough protective shell and have their skins removed so perhaps most of the pesticide is removed.

Supply of organic dry bulk goods can also be sporadic, not good if you have customers waiting for your product.

Good question! Our products don’t have soy, dairy or gluten added to them but they are made in a kitchen where some of these allergens may be, so as a disclaimer we put this on our labels.

The Primalista Licence rights granted under the agreement are personal and exclusive to the Primalista. This means that each person wanting to produce needs a licence.

Every producer needs to have access to the online training course to ensure consistency and quality of the product across the brand.

So if lets say you and three friends want to become Primalistas that is possible but you need a licence each.

Wow this is something that comes up a lot! I know what you mean!

I battled with this too – ‘who am I to be selling these foods? I’m not perfect’ and really it is just all mind set.

So, congratulations, you’re normal if you feel this way!

We are here to serve our community with alternatives to bread and cookies – we don’t need to feel like we need to be role models for the Primal lifestyle.

So do yourself a favour and drop this one!

Primal Alternative products have a two-week shelf life which is great compared to conventional breads which have a shelf life of about 2 days.

No, the recipes have been designed to be replicable -they need to be easy so that we can all produce similar products.

We are working with nuts, seeds, vegetables and oils here so it is a simple case of MEASURE MIX AND BAKE – nothing technical like proving, rising or needing that is associated with conventional wheat and water baking!

  • Recipes to produce the Primal Alternative Range
  • How to videos
  • Sales and marketing advice
  • Advice on how to set up a market stall
  • Label templates (just add your details and ready for print)
  • Info on where to source ingredients, equipment & packaging
  • Marketing material templates including: business card templates, banners, brochures, flyers
  • Pricing schedule – how much to charge and how much you earn
  • Costings spreadsheet -what is the exact profit based on your suppliers
  • A trademarked business
  • Email address
  • This read hot website including your profile and your stockists so customer can find you
  • Established Facebook Page with over 2,000 likes that you become Editor of
  • Primalista online community for support – the best bit!!
  • Become part of an established and trailblazing exciting brand
  • Benefit from the marketing and network ninja behaviour of me!  Including media appearances, Primal Alternative Podcast, blogposts and other promotional work that grows brand awareness
  • Primalista Coaching Opportunity with me – work out your why, set your intention to create a business that serves you and that you love
  • Connection to a whole new group of people

There are no territorial restrictions for producers.

That means, with a Primal Alternative Producers Licence, you can produce and sell Primal Alternative products anywhere in Australia.  However, a Primalista cannot approach an existing Primal Alternative stockist.  So that means there are no geographical territories but there are stockist territories.  How do we do this? Primalistas all charge the same across the board, this encourages collaboration and avoids under cutting – that’s so 90’s!

Geographical territories wouldn’t work with this business model.  This is for two reasons, the first reason being it would be almost impossible to divide Australia into territories as the product has many potential sales outlets. For example, someone in your town may be producing for a local market, but you want to sell it to a chain of Health Shops.

My vision is to create a collaborative tribe of home cooks!

If for example you are going on holiday, you could contact another producer in your area and see if they want to cover your orders whilst you are away.

Got a big order you can’t manage this week – reach out to the community and ask for help.

Noticed a big expo is coming to town? Team up with another Producer and run a stall together!

The products have had successful sales in health shops, cafes, gourmet pizza shops & local community markets, plus advertising online and delivering.

Another great question which has been reviewed since start up!

We USED to sell the product cheaper at the markets, since we didn’t need to allow for the retailers mark up.

However, I realised that this didn’t reward our time and effort for getting to the market, paying for the stall and standing their selling our products for the duration of the markets.

So, I have now amended the pricing schedule, so the profit at markets reflects the time and effort that goes into it!

One question I have been asked by people interested in buying a Licence has been about website referrals – so if a stockist wants to order online – how does that filter back to the producer.

The website shows a list of producers and has their contact details so the stockist can contact the producer directly.

If, however, an order comes to me I will simply send it on to the nearest producer in that area.

If that producer is too busy, they can contact another local producer via the online community.

The Paleo/Primal market is booming and there are lots of new products boasting “paleo” on the label.

There are also other Paleo breads, Gellies and snacks out there. The thing that makes Primal Alternative unique is that this is a national brand, but it is produced locally.

Generally, supporters of the real food movement value products that are produces in their community.

Yes you can.  Only the Primal Alternative range can carry the Primal Alternative name.  You may find however, that you will be busy enough producing the Primal Alternative products.  It is important to streamline and nail each product to avoid over work and overwhelm.  But it’s up to you.

Head here to register your ABN (if you don’t already have one, if you do have one you can keep using that).  A suggested name for your business is Primal Alternative by *|FNAME|*

Rachael Thomas at Pre Emptive Strike here in Albany WA is our graphic designer and printer.  Rach is amazing – she is prompt, accurate, fast and accommodating -we love you Rach!  Once you are logged in on the website you will be able to access labels to print yourself or send to your local printer.  Please note that our labels must all be consistent, so if you are planning on DIY printing please check first with Rach to see what type of stickers to print and what size etc.  Most Primalistas order from Rach and get labels posted.  I have also deisgned banners, business cards, compliments slips, A4 leaflets, DL Brochures and more which you can order with your details on.  Please note that you don’t need to spend a fortune on marketing material and there is a free A4 Brochure in the Files section of Primalistas that you can easily run off at home and it is just as good!

You can contact Rachael via email: or phone 08 9892 2922

YES!  Primal Alternative is a home business that can be replicated anywhere in the world.  The two things you need first is permission from your council to produce food for the public from home and insurance.

I have had enquires from New Zealand, USA, UK and even Middle East!

Could you be our first international Primalista?