Primalista Rosie WA joined in 2018

Rosie joined Primal Alternative back in 2017 and has built her business around her family, delicious food and having plenty of time to rest. Her business has turned over $75,000+ per year consistently since 2019.  She bakes 3 days a week and takes 6 weeks annual leave.

Then while Rosie was doing a post grad, she was able to reduce her baking down to 1 day a week and earning $20,000 per year. She’s took a break while she completed her practical placement which is possible when you are your own boss! A local Primalista looked after her stockists while she was away.

Primalista Terri VIC

Primalista Terri loves to dive and explore the country in her caravan with hubby Jeff.  She’s a scientist and low carb advocate and loves to keep busy and make money. Her business turns over $40,000 per year.

Primalista Chicken WA joined in 2017

Primalista Chicken works full time in her demanding corporate job and she loves health! Due to her busy schedule, Chicken bakes one day every 3 weeks and gets $1,000 of orders just from friends and family. Her business turns over $20,000 per year.

Primalista Ash QLD joined in 2021

Ash had her own food business but decided it was much easier to become a Primalista with the stress and hassle taken out of creating it all from scratch. She’s able to pay the bills for a family of 4 while still being present and available for her kids.

Primalista Gita NSW joined in 2018

Primalista Gita works full time in education she baked one evening a week and earnt $12,000 per year and $25,000 with baking one evening and one day on the weekend.

Primalista Amie joined in 2020

Primalista Amie already had a successful cake business when she joined Primal Alternative and she joined because of the increase in people asking for GF and DF options.  Her Primal Alternative business provides more of the ‘bread and butter’ earnings as cakes are more seasonal.  Her baking business gives her the flexibility for her kids activities.  She takes 6 weeks off and bakes 3 days a week and her business turns over $23,000.

The Primalista Licence lets you run a flexible, home-based baking business under the Primal Alternative brand. You get access to recipes, training, and marketing support to help you start baking and selling from home, whether that’s directly, through stockists, or at local markets.

When you join as a Primalista, you’re not just getting a licence—you’re gaining access to a wealth of resources, tools, and support designed to help you build and grow a successful bake-from-home business. Here’s what’s included and how it helps you achieve your business goals:

Recipes, Branding, and Resources

• Proprietary Recipes and Packaging Instructions
  You'll have access to a wide range of tested recipes with clear instructions, ensuring you can confidently produce high-quality products.
• Brand Guidelines
  Consistent branding helps you look professional and build trust with customers, stockists, and markets.

Sales and Marketing Support

• Training on Brand Positioning and Ideal Customers
  Understand your niche, connect with your audience, and stand out in the market.
• Social Media Strategies and Creatives
  Use ready-made social media assets and guidance to market your products with ease, saving you time and effort.
• Tools for Lead Magnets and Influencer Marketing
  Generate leads, grow your customer base, and work with influencers to amplify your reach.
• Training on Sales and Customer Acquisition
  Learn how to attract customers, close sales, and write professional invoices.
• Guidance on Boxes, Bundles, and Market Stalls
  Maximise sales opportunities by packaging products creatively and setting up visually appealing market stalls.
• Nutritionist Product Comparisons
  Content ideas that position your products as healthy and desirable alternatives for customers.

Business Tools

• Profit and Ingredient Calculators
  Understand exactly how much profit you’re making based on your individual cost of goods. Easily track stock on hand and calculate the ingredients needed to fulfil orders—so you’ll never run out of almond meal mid-bake!
• Supplier Suggestions
  Get access to recommended suppliers for ingredients, labels, packaging, and equipment, saving you research time and ensuring quality.
• Batch Recording, Food Recall, and Compliance Handling Templates
  Stay organised and compliant with food safety standards, giving you peace of mind.

Training and Community Support

• Video Tutorials on Recipes and Packaging
  Step-by-step videos help you streamline production and packaging, so you feel confident in the kitchen.
• Online Meet-Ups with Other Primalistas
  Share ideas, ask questions, and collaborate with a supportive community of like-minded business owners.
• Profit First Training
  Learn money management strategies from a certified Profit First Professional to help you achieve financial stability and growth.
• Meta Ads Training
  Get expert guidance from an Ads Manager to help you create effective ads and expand your reach online.
• A Primal Alternative-Branded Email Address
  Look professional and stay organised with a dedicated @primalalternative.com email address for your business.

Professional Materials

• Lab-Tested Shelf-Life Reports
  Ensure your products meet safety standards and build confidence with stockists and customers.
• FSANZ-Compliant Labels and Barcodes
  Ready-made labels ensure compliance and a professional presentation for your products.
• Branded Marketing Templates
  Use brochures, business cards, banners, and other materials to promote your products and grow your brand.
• Stockist Agreement Templates
  Manage relationships with stockists professionally and protect your interests.

No Sales Targets or Audits

Your business is truly your own. There are:

• No sales targets to meet—grow at your own pace.
• No reporting or audits—focus on running your business the way you want.

How Does This Help You Succeed?

Every resource and tool included in the Primalista Licence is designed to:

• Save you time and effort so you can focus on growing your business.
• Provide professional materials and strategies to help you market your products effectively.
• Support you with training and a community to ensure you never feel alone in your journey.
• Empower you with tools to manage your finances, operations, and customer relationships.

Not at all! We’ll walk you through the recipes and provide all the training you need. If you’re passionate about wholesome, delicious food and enjoy baking, you’ll fit right in.

Absolutely! Our recipes, labelling, and processes fully comply with the Food Standards Australia New Zealand (FSANZ) requirements and the Food Act 2003. We’ve ensured that every aspect of the business is legally sound, so you can bake with confidence. We also provide clear guidance on food safety and council regulations, ensuring you’re fully equipped to meet legal standards. No need to navigate the red tape on your own—we’ve got you covered every step of the way!

Most people feel daunted by the thought of registering their kitchen and are convinced their council is the most difficult. That’s why we’ve created the Primal Alternative Food Safety Program and a cut-and-paste covering letter to guide you through the process.

Here’s what council typically looks for:

• Wipeable surfaces for easy cleaning.
• Pest control—no evidence of pests, and pets kept out of the kitchen during production.
• Separate storage for business and household ingredients.
• Good food handling practices around cleanliness, labelling, and safety.

The Primal Alternative Food Safety Program includes everything your council will ask for, ensuring compliance:

• Details about our products being low risk and not potentially hazardous—supported by shelf-life investigations.
• A thorough step-by-step guide for food handling, from purchasing to packaging.
• Guidelines for cleaning, sanitising, temperature control, and pest management.
• A sample kitchen floor plan to show how a domestic kitchen can meet requirements.
• Shelf-life investigations providing scientific evidence that our products are safe, low-risk, and can be produced in a home kitchen. These tests show how long each product remains fresh and safe to eat under normal conditions, proving we meet food safety standards.

With our comprehensive program and scientific backing, myself and the Primalistas are here to support you through any hurdles. Councils mainly want to see that you’re organised and safe, and with these tools, you’ll be able to demonstrate exactly that, making the registration process much easier.

To get started, expect initial costs between AU$1,500 and AU$1,800, depending on whether you produce the full range or just the ready-made products. You’ll need basic baking equipment like loaf tins, pizza trays, cooling racks, and a food processor. If you already have some of these items at home, great! You can start lean and build up as your business grows.

Ongoing costs include ingredients, labels, packaging, insurance (around $50/month), and Food Business Registration (about $500)

You source and buy all the ingredients, we will connect you with the best suppliers so you get the best price with your ABN (we show you how to get that too!)

You’ll source bulk dry ingredients from one supplier and other ingredients such as the organic butter, veggies and eggs locally.

Packet Mixes - you make these up yourself too!  It's just the dry ingredients of the ready made products packaged up.

The Primal Alternative range has long best before dates which means plenty of time for you and your stockist to sell the products.

• Breads, Cookies & Pizzas 14 days chilled or 3 months frozen

• Wraps 5 days chilled or 3 months frozen

• Pastries 3 months frozen

• Granolas 9 months ambient

• Mixes 6 months ambient

• Whole foods 12 months ambient

Not at all! The Primal Alternative recipes follow a Measure, Mix, and Bake model, making them super simple to follow. This streamlined process means you can easily produce a large volume of products from a domestic kitchen as a one-person operation.

The recipes have been designed to be efficient, so you don’t need advanced skills—just basic kitchen equipment and the ability to follow straightforward instructions. Plus, the method is perfect for scaling up as your business grows. Whether you're baking for family or fulfilling larger orders, you'll find the process manageable and rewarding.

You don't need to be pushy! Our approach is simple – it’s about sharing what you love, asking the right questions, and offering a solution. Plus, with our sales training and support, you'll gain confidence in no time!

Nope! This is your business, so there’s no pressure to hit specific sales targets. You decide the pace and level of commitment that works for you.

After getting your licence and completing the training, many Primalistas are ready to start selling within 2-8 weeks. We’ll help you set up and get ready so you can hit the ground running.

No worries—most Primalistas have pets! When you’re baking, just make sure to keep pets (and kids) out of the "production zone," which is basically your kitchen while you’re prepping. Keeping it clear is all you need to meet food safety standards and keep things running smoothly.

Absolutely! As a Primalista, you’re welcome to create and sell your own products alongside the Primal Alternative range—as long as they’re not too similar to our products and don’t carry the Primal Alternative logo. This gives you the flexibility to expand your product offerings and build a business that’s uniquely yours.

However, if you’re primarily interested in creating your own products and need guidance on bringing them to market, you might want to consider our Fast Track to Food Business Course instead. This course is perfect for entrepreneurs who want to start their own food business, with practical steps on everything from developing your product to getting it on shelves.

Learn more about the Fast Track to Food Business Course here.

And don't worry—if you decide down the track that you want to expand into Primal Alternative products, you can always upgrade to a Primalista Licence when you're ready!

The Fast Track to Food Business Course is designed to help you:

• Define your product and brand
• Navigate food business regulations
• Get the tools and confidence to launch your own food products
• Learn the ins and outs of packaging, pricing, and selling

It's an ideal first step before committing to a broader business model, and once you’re up and running, you can easily transition into the Primalista Licence when you’re ready to scale.

There are no territories! With a Primalista Licence, you’re free to sell Primal Alternative products anywhere in the world. We work collaboratively, so Primalistas don’t approach each other's stockists. Since everyone charges the same price, there’s no competition. In eight years, we’ve never hit saturation! You can see our current stockist locations here. Having another Primalista nearby can be a huge bonus—you can share freight, cover for each other during breaks, and have a local buddy who truly gets it for coffee catch-ups!

Primal Alternative is 100% owned by me, Helen Marshall (but everyone calls me 'H'!)

There’s no corporate backing—just a small, homegrown business. I run everything from our family home in Albany, WA, where I live with my Kiwi husband, Mike, and our two teens, Sam and Milly. I’m passionate about supporting Primalistas and maintaining a happy, healthy lifestyle.

Primal Alternative started after my own health journey. Years of a low-fat, high-carb diet led to serious gut health issues. Switching to a primal diet helped me heal, and along the way, I created recipes for grain-free cookies, bread, and pizza that my family loved! Eventually, I became a Primal Health Coach, and when my clients missed their favourite foods, I started baking for them—Primal Alternative was born.

Starting something new can feel risky, and that’s completely normal! Maybe your partner’s skeptical, or you’re wondering if your kitchen will be up to scratch. But remember, when you’re doing what you love with a purpose, amazing things happen. You’ll have a supportive Primalista community, a proven business model, and mentorship every step of the way. Together, we’re building a movement of health-focused home bakers—changing the world one cookie at a time! Let’s make it happen.