Primalista Licence New

by Helen Marshall
Primal Alternative

Become A Primalista

Create Freedom For Yourself And Change In Your Community

Over five years ago I began noticing the growing demand for grain free, gluten free and dairy free food. I also noticed a growing desire from women who wanted to create a freedom-based lifestyle and start their own business. So, I created a business model and opportunity for women to provide alternative food products for their communities while cultivating a healthier lifestyle for themselves. A lifestyle where they could take control of their time and earning potential.

Today I have helped over 100 women all around Australia to do what they love and generate extra income for their families.

These women are Primal Alternative Producers, who we refer to as our incredible ‘Primalistas’. They are changemakers, running their own small businesses and offering their communities healthy, alternative food options.

What exactly is a Primalista?

A Primalista is a Primal Alternative Producer. They run their own home-based businesses, supplying Primal Alternative food products to their communities.

Primalistas bake and then supply the Primal Alternative Range to local businesses – think health food stores, gyms, cafes, schools, supermarkets, etc. You can also find Primalistas at farmers markets, supplying products directly to the public.

The baking is easy! No artisan baking skills required. Simply measure, mix and bake.

With a growing demand for a convenient source of real, grain free, alternative food staples, there has never been a better time to invest in this innovative business model.

What do you get when you become a Primalista?


As a Primalista, you will be granted a Primalista Baking Licence. This licence gives you all the tools, knowledge and coaching you need to start your business.

You’ll gain access to:

  • Trade secret recipes for our Primal Alternative Range:
      • Breads
      • Pizza Bases
      • Quirky Cooking Pastries
      • Cookies
      • Gellies
      • Low carb & Vegan Options
  • The Primalista private website
  • ‘How to’ videos
  • Food Standards Australia and NZ compliant labels, including authentic bar codes
  • Official Primal Alternative logos for your branding
  • Marketing material and advice
  • Packaging and equipment information
  • Ingredients calculator
  • Pricing guide, including wholesale, retail and recommended retail price (RRP) All Primalistas charge the same for their products, this is a value we uphold in our sisterhood
  • Your own Primal Alternative email address
  • A personalised Primal Alternative apron and spatula
  • Access to the Primalistas closed Facebook group, where you can seek advice, gain support and celebrate success with the other sisters in your tribe!

Primal Alternative founder, Helen (affectionately known as H within our sisterhood) is continually updating and adding helpful resources to the private website.

Sales and marketing support to help you succeed 

H is always working to increase the brand awareness of Primal Alternative, to assist your sales and increase your earning potential.

One way she does this is by making connections with health professionals and influencers, who become advocates for our Primal Alternative range. As a Primalista, you get to reap the rewards of these connections in your own sales and marketing outputs, particularly when reaching out to new suppliers and consumers.

How does it work?

The Primal Alternative range is faff-free!

No artisan baking skills required!


Watch the Sneak Peak Info Session to learn more.


“Producing Primal Alternative will help me get the primal word out and help people who are not feeling the best they can be to feel better. I love the sisterhood of the Primalistas – gorgeous girls, what a team!”

Primalista Chicken


“I am producing Primal Alternative to make it easier for the community to enjoy grain free, locally produced food. I want to help people on a Paleo or restricted diet to stay on track with their health journey. I want to help busy mums like me feed their families REAL food. Primal Alternative gives me the chance to run my own business from home, doing something that I love and serve my community. Being a Primalista has given me everything I wanted.”

Primalista Kyra


“I am absolutely loving this – right up my alley.  And what you have done with all the leg work really makes it SO simple.”

Primalista Lauren

What does being a

Primalista Involve?

Once you have your Primalista Baking Licence, we give you access to all the tools you need to start a successful business, and then guide you through the next steps:

  1. Form connections with local suppliers – this could include health food stores, gyms, cafes, schools and supermarkets. Basically, any outlet you think could benefit from stocking the Primal Alternative Range!
  2. Bake.
  3. Distribute to your suppliers.

You create your own schedule, and only need to bake and distribute the amount that suits you. You can build a full-time business or a part-time side hustle, with the flexibility to adjust this as you go. Your freedom-based lifestyle means that your income is in your hands – each Primalista gets out what they put in!

What do I need to get started?


  • A passion for clean living and a healthy lifestyle
  • A love for baking (experience is not required)
  • Drive to develop your customer base
  • An oven
  • A Thermomix or food mixer
  • A Primalista Baking Licence
  • Certificate of Registration of a low risk food business from your council We can help
  • Product and Public Liability Insurance (one of our existing Primalistas is an insurance broker who can help you with this, see our FAQs)

What can I expect when I become a Primalista?

  • Financial freedom: potential to earn $50 per hour depending on your location, speed of production and customer orders
  • Location freedom: unchain yourself from your office desk and work from home
  • Time freedom: you choose how much to dedicate to your business (there are no minimum targets to hit)
  • Freedom of who you work with: you choose who you wish to supply to
  • Freedom of purpose: a business that aligns with your passion and fits your lifestyle
Become A Primalista

Do people like me

become Primalistas?

Our Primalistas are from all walks of life. They are mothers, women with full-time careers looking for a side hustle, and women with part-time jobs who want to supplement their income. 

Primalistas are from a range of backgrounds and industries, but there are a few things they all have in common:

  • Passion for a healthy lifestyle
  • Love or interest in baking
  • Desire to have their own business and work from home
  • Want to provide a solution to those needing grain free alternatives
  • Want to earn an additional revenue stream

Many of these women had no prior experience in baking or running their own business, but found it easy to get started using the resources and support they received from Primal Alternative.

Success Stories

We know that taking a step into something new can be scary. But guess what? You don’t have to do it alone. Being part of a sisterhood is just one of the benefits you can expect when you become a Primalista.

We hear of so many women who want to start their own business, improve their health and live in alignment with their values. One of the main indicators of those who go on to achieve this how much support they receive from the people around them.

As a Primalista, you will make new friendships with women all over Australia who celebrate and support each other. Here are their stories.


“What an amazing feeling! First market stall today, sold out of almost all products, so enjoyed connecting with the community. It doesn’t feel like working when you love what you are doing!”

Primalista Nadia


“I am really excited to be able to share something that I make with my community, knowing that it helps to change people’s lives. It just makes so much sense to do something that aligns with what you believe in and to still be able to care for your family, work from home, and contribute to the family finances… Being a Primalista is just AWESOME!”

Primalista Marisha


“I want to thank you so much for this opportunity of a life time.  You have been a shoulder of strength every step of the way, all the other Primalistas – thank you for listening and for advice, it is nice to know that we all feel the same way some stage through this journey.”

Primalista Shelley

Meet Helen – Primal Alternative Founder

The Primal Alternative story all started with a health crisis.

At 38, Helen Marshall was experiencing digestive, hormonal and sleep problems. Everything overwhelmed her, even the laundry. The crisis affected every aspect of Helen’s life – she was a ‘shouty’ Mum, a ragged, libido-less wife and couldn’t cope with any obstacles outside of the daily grind.

Following a diagnosis of SIBO (small intestinal bacterial overgrowth) and leaky gut (increased intestinal permeability), Helen made a decision to to regain control of her health. She ditched seed oils, grains, gluten, legumes, dairy, sugar and alcohol completely. Her whole family, including her husband and two children, overhauled their diet. Prior to this they were a typical Aussie family eating four loaves of bread a week and munching through boxes of muesli bars. Helen’s husband told her he was on board for the changes if they could still eat cookies!

So, Helen tweaked their favourite cookie recipe. She swapped ingredients to make them gluten and grain free, and more nutrient dense. As it turned out, Helen loved spending time in the kitchen and came up with some good recipes that her family loved eating!

As her health improved, Helen began feeling joyous, more energised and finally started getting a proper night’s sleep. With all the positive changes she was experiencing, Helen wanted to share her recipes and nutrient-dense food with others. She started a blog and then, using Facebook, began selling and delivering her products.

A local farmer suggested Helen should set up a stall at the markets. Then, the local health food store approached her to stock her products. Helen was keen to do both and focused on nailing five recipes she could distribute.

As popularity for her products grew, Helen discovered just how many people suffering from dietary restrictions were on the lookout for the tasty alternatives she was providing. Demand was now coming from restaurants, cafes, gourmet delis and health food stores, all wanting Helen’s products. Rather than mass producing these in a factory, Helen hatched the Primalista Baking Licence!

By this time Helen had made a decision to ditch her restrictive 9-5 corporate job and work from home. She knew there were many other women who wanted the same thing and she started thinking about how she could create a training program to empower these women to run their own businesses.

And that is how Primal Alternative and the Primalista sisterhood was born!

Helen has a vision to accredit two hundred Primalistas around Australia and to be stocked in more than 1,000 shops and markets. She is taking applications now for the next group of women who want to change their lives and become Primalistas.

How soon can I become a


Applications are open now

We welcome applications from across the globe!

Once you complete the application, Helen and the team will review it. As part of this review, they assess your suitability for a Primalista Baking Licence – this is based on how much time you have to dedicate to the business, your location and your earning potential. 

If you want to become a Primalista but have doubts about applying – we say do it anyway! We’re on your team and want you to succeed, so we’ll get in touch if there are any issues and try our best to work with you to solve them.


What is the investment?

Primalista Licence: AU$5,500 

In the USA that is USD$3,400

In the UK that is GBP £2,600


Once-only fee

Monthly Membership: $110

Cancel anytime with no penalties

  • The Primalista Licence is a once-only fee, after that you just pay the $110 Primalista Membership on a rolling 12-month agreement, with no penalties if you want to stop.
  • All prices are inclusive of GST
  • You do not need to pay GST if you are outside Australia