Meet our Primalistas and see how they use the Primalista Licence in their lives

Case Studies: Primalista Clare Calleja

by Helen Marshall



Primalista Clare Calleja
Yeppoon QLD, Australia

How long has she been a Primalista?

In her first year.

What matters to her?

Being home to get her kids to school and sporting commitments after school.

Working her own hours and not having to carry the stress of running someone else’s kitchen.

Being able to schedule catch ups with girlfriends around her bake days.

How much does her Primal Alternative business turnover annually?


How many weeks holidays does she take per year?


How many days a week does she bake?


What does her customer base comprise of?


Stockists like health shops

Friends & family

Sales from social media pages

Primal Alternative online shop sales

How did she grow her business?

Promoted my Primal Alternative biz on my personal social media

Created a Primal Alternative social media page

Created my own website

Networked/promoted in FB groups

What is Primal Alternative to her?

Main source of income

Does she have another job?

Has been a chef on and off for 25 years


Primalista Clare says:
“When Covid hit, I couldn’t find a job that was going to suit our lifestyle. Primal Alternative allows me to work around my children. My children are all heavily involved in sports so I love having more nutritious breads and snacks available to them. Each week l have been getting busier and now have a following of regular customers that are buying weekly. I love hearing their feedback. ”

Explore the Primalista Licence here.

The next step is to apply for an interview with Primal Alternative Founder, H.  Get access to her diary here.

Note from H:

The Primalista Licence creates opportunity for entrepreneurship.  Primalistas align their vocation with their values and make a difference in the world.

I’m sharing Primalista earnings  here as I want to normalise home-based entrepreneurs earning money in their own business.

Everyone has a different version of how they want to apply the Primalista Licence to their life.  Therefore, no one is better than anyone else.

Primalistas get to create a business that serves them, based on their values.  We do not celebrate ‘top performers’ or anything like that.

I’m wanting to showcase a variety of our Primalistas to celebrate them creating the life they desire and to inspire you with what’s possible.

Primalistas are responsible for their own business and Primal Alternative does not offer any guarantees.


Thanks for being here, Love, H xx

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