Primalista Licence - Primal Alternative Australia

Become a Primal Alternative Producer

Make Baking Your Business

What is the Primalista Licence?

With a Primalista Licence you can produce and sell the Primal Alternative grain free food range anywhere in the world.

The online Recipes & Resources teach wellness enthusiasts how to run an effective, micro food business from home

Whether you’re brand new to business or not, the Primalista Licence will challenge you to grow and learn new skills.

It’s designed to create your home business into a force for good and your higher purpose.


Is the Primalista Licence right for me?

If you want to learn how to create and sell nutritious, honest food, help more people, be part of a supportive community and align your business with your highest values, the Primalista Licence is for you. 


“At this point 3 ½ months in, the business is holding it’s own financially. I am having a ball! I feel like I’ve come back to life! I love the interaction with people at the markets and I’m overwhelmed with how many people have health issues. I feel privileged to be able to supply them with food they can safely eat that is also delicious. A great model, very user friendly, with loads of support. And all the hard work i.e marketing, packaging – compliance etc is all done! (Thank you H)”

Primalista Leonie

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 can I expect when I become a Primalista?


  • An opportunity to create a business that suits your lifestyle and what matters to you
  • A quick start up, without having to invent a brand
  • Instant sales, just because you are with Primal Alternative, an already well liked, known and trusted brand
  • A welcoming and supportive Primalista community
  • Find out how much you can earn as a Primalista here



What do you get when you become a Primalista?


All of the training is online inside a private, Primalista member only site called the Recipes & Resources.  There are no modules to complete, tests to pass & no travel needed.  You access the training as you need it.

Inside you’ll find:

  • Primal Alternative trade secret recipes: breads, pizza bases, pastry, cookies, gellies, bagels, wraps & granola
  • Baking demonstration videos
  • FSNAZ compliant labels with barcodes
  • Official trademarked Primal Alternative logo for your branding
  • Marketing templates including brochures, banners & business cards
  • Sales & marketing training so you can approach a retailer with confidence and get a sale
  • Supplier information to source ingredients and equipment
  • Food Safety Program to support your food business registration application
  • Stockist Agreement

Primalistas connect with each other, compare notes and celebrate success in our closed Facebook Group.  H is active in our Primalistas Facebook Group where she answers questions and offers strategic advice to ensure that our Primalistas take consistent action and receive the highest value from their investment.

To preview the Recipes & Resources, get a behind the scene tour here.

Do people like me become Primalistas?

Primalistas come from all walks of life, some have kids, some don’t, some work, some don’t but they have these things in common:

They are passionate about gut healing & health and they love cooking.

They want to:

  • share their passion but were not sure how
  • put their health first and foremost
  • work their own hours, be their own boss & have their own business
  • earn money, grow & learn
  • support their family’s health and find what lights them up
  • find the next chapter
  • follow their dreams towards holistic health & healing,  their love of paleo and real food
  • feel supported on their journey by a community that get it

When they were at the stage you are at now, they felt curious, cautious but excited.  Is that how you feel?

Anybody that identifies as a human is welcome to apply to become a Primalista!

What does being a Primalista Involve?


  1. Sourcing your own ingredients and equipment
  2. Finding retailers and customers who want to buy your products
  3. Baking
  4. Distributing

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 part-time, 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?

  • Oven
  • Food mixer
  • Primalista Baking Licence
  • Food Business Registration (resources in the Licence will help with this)
  • Product & Public liability insurance

What’s the Primalista business model?

  1. Bakery (ready made breads, pizzas, wraps, pastries & cookies)
  2. Mixes
  3. Granola
  4. Primal Alternative Wholefoods

The Primalista Business Model doubled in Sept 2020 with the introduction of a new line: Granolas and a brand new super simple and practical line, Primal Alternative Wholefoods.

With the Wholefoods business – Primalistas pass on their bulk buying power and make real food more accessible and affordable in their communities.

It’s really as simple for Primalistas as packaging their ingredients and selling them on.

The new improved model makes it:

  • Easier to get council approval
  • Easier to produce
  • Easier to get started
  • Easier to make sales

Can I see Primalista Licence reviews from existing Primalistas?


Want to read stories from entrepreneurial health enthusiasts just like you and see the results they’ve been able to create after starting their baking business?

We’ve got you covered.


” I love the flexibility the Primal Alternative model offers by allowing me to pace my business to my family’s needs by selling online via the established Primal Alternative store, landing my own stockists or by servicing the community via local markets and events. I also like that it is my own business – the framework is there for me (which also means support and lots of knowledge from those who started before me), but the way I run/market my business is entirely up to me. I also absolutely love that I’m back in the kitchen and helping those who are low carb, paleo or grain free to find a healthy way to keep on keeping on with their way of eating.”

Primalista Emma


“I knew I wanted to do something food related, but was not quite sure what or how as I had no experience in that industry.  Until….one day I came across a post in my Instagram feed about the Primal Alternative business opportunity. It just felt right and I contacted Helen from PA immediately, and had my interview sitting in my car in a carpark! With support from my family, I signed up, and I feel it’s the best decision I have ever made.”

Primalista Gita

Primalista Fiona

“I have learnt new skills and I’ve become a better, more confident baker and home cook. I’ve shed over 4kg, I have more energy, am sleeping better, my brain fog has lifted, and I have improved mental clarity… I’ve been learning more about food and wellness and… I feel more empowered and confident as a person”. Primalista Fiona, NSW

Primalista Rosie

” What an incredible two years it’s been…it’s taken me so far from the life I had pre-Primal Alternative. I’ve gone from working solo in a fatigue-inducing day job to running my own business, doing something I love, and being part of a true team of “sistas”. Back then I dreamed of doing something else, of living a different life, of making something different of myself. But something always held me back – I had no faith in my abilities and I was terrified to step outside of my comfort zone (no matter how uncomfortable my “comfort zone” actually was!). Finding Primal Alternative was a blessing. This opportunity spoke to me. I immediately felt connected and supported to take the chance. It was exactly what I had been waiting for. All the heart eyes for that 😍😍💚🙌🌿”

Primalista Rosie


“When I decided to become a Primalista I envisioned myself having my little stall surrounded by amazing people, hanging out and chatting with others who just “get it” too.. this weekend made that little dream happen!!!”

Primalista Leanne


“I love Primal Alternative it’s so do-able! No more day dreaming of starting my own business because I’ve actually made it happen! And there’s no prouder feeling of seeing something fabulous, healthy & wholesome YOU’VE made on the supermarket shelves. This business actually changes lives..”

Primalista Helen Primal Alternative Byron Bay


“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

Primalista Tara

“I was so impressed with the level of support right from the start with the emails from H and the online resources and how it eliminated any overwhelm I might have otherwise felt. And on top of that you will have the support of your Sistas who have been there before you – it’s a very special community that I love!”

Primalista Tara

Primalista Wendy

“I needed something other than my family to verify my Worth and Value.  I am creating great routines that are creating so much joy.  You are able to access as much support, advice and love from your sistas for FREE!!  Financial, productive methods and generally new to business information is a very expensive commodity out of our Primalista society.  It’s not as much work as you expect.  You have the option to decide as little or as large of productiveness you choose.”

Primalista Wendy

Primalista Tanya L

“Before I joined Primal Alternative I was doing a job that was paying the bills but didn’t really fit my philosophy on health and diet and family life.  Getting my council approval was my biggest breakthrough but doing my first online order. I was so pumped, excited and motivated to do this well with wholehearted commitment. Now I am definitely more productive with a clear focus. I’ve made new friends and kindred souls. setting boundaries in my life is still a work in progress, but hey, I’m up for the challenge.  I have never had a job that fills my bucket like this does, but also, I have never been surrounded by a group of women that a so generous, supportive, encouraging and genuinely interested in your success like I have here with Primal Alternative. I have worked in mainly female dominated jobs and this is so unexpected and refreshing.”

Primalista Tanya

Primal Alternative UK Emma

“I was stuck in a rut saying I will get around to starting up my own baking business at some point. Came across primal alternative and thought I will become a Primalista get grain free baking alongside gluten free baking on the market in North Yorkshire. I’m enjoying spending time baking and making the things I love and sharing with the people I love 💓. I am feeling more productive and ensuring that I am setting time aside to bake. My way of releasing stress is in the kitchen baking. All Primalistas are so supportive and helpful when answering any questions or issues with baking. Join you have nothing to lose and you will gain a sista hood.”

Primalista Emma UK

Meet H – Primal Alternative Founder

Hey there, I’m Helen Marshall but you can call me H!

I’m a certified Primal Health Coach & founder of the grain free food range Primal Alternative.

Faced with a health crisis which included chronic nausea, constipation, insomnia, physical pain, headaches, brain fog, depression, anxiety and phobias, I returned to a diet of plants and animals to reclaim my health.  I ditched grains, sugar and seed oils and embraced sunshine, sleep, nature and connection.

I qualified as a Primal Health Coach to let others know that they weren’t on their own on their health journey and that they too could reclaim their health and change their life just with some diet and lifestyle tweaks and community behind them.

But I got kick back!  My clients told her that going grain free was hard – they were time poor and found themselves falling off the wagon.  People found it hard to go without comforting staples like pizza, bread, cookies and pastry.

So I offered to create a range of Primal Alternatives to the foods people love to help them stay on track and smash their health goals.

They told me that my products were life changing and I felt compelled to get the range to the whole of Australia, but the thought of factories didn’t light me up and besides – I didn’t have any capital!

I was inspired to share my successful baking business so that other people with a passion for healthy real food could start their own home business, doing what they love and make a difference in their community.

The Primalista Baking Licence launched on Dec 26 2016 and to date over 180 incredible people (men & women) have become Licensed Primal Alternative Producers.

Primal Alternative now has an online store and over 365 stockists across Australia, the UK, New Zealand and the US.

In 2017 Quirky Cooking collaborated with Primal Alternative to bring a ready made version of their Life Changing Dough to the community.

From 2018 to 2020 Primal Alternative collaborated with Chef Pete Evans to bring a lunch box friendly No Nut Hemp Bread, in 2019 the No Nut Hemp Wrap & in 2020 No Nut Hemp Granola.

These high profile collaborations boosted Primal Alternative’s brand recognition making it easier for Primalistas to make sales.

I host the Primal Alternative Podcast on the Wellness Couch which is the number one ranked health and wellness podcast station in Australia.  I’m a Motivational Speaker on grass roots community centric change, overcoming limiting beliefs and creating an exceptional life.

Before ditching the rat race, I was a Fitness Instructor and Personal trainer then a Business Manager for a leading recruitment company in the city.  I’ve interviewed people all of my life, listening to their desires around health, work and lifestyle and I’ve combined those skills to bring my greatest contribution yet – the Primalista Baking Licence.

I can see a Primalista Baker in every town across Australia and into the rest of the world.

I live on 100 acres of wilderness in Albany, WA with my hunky Kiwi husband Mike and our babies Sam & Milly. I like pilates, massage, coffee with me bestie, sunbathing, meditation, walks in nature and champagne in the spa.


Thanks for being here!


Love, H xx

Meet some of our Primalistas who have started their Primal Alternative business during Coronavirus. 

How soon can I become a Primalista?

The Primalista Interview is an opportunity to see how this business model could work in your life.  Together we will review how much time you have to dedicate to the business, your location and your earning potential.  We will be able to answer any questions you may have and we will both get an idea if this is a good fit, or not.

Most Primalistas choose to start slowly and build up over time, but you can create your own version of a successful baking business, based on what is important to you in your life.  There is no hierarchy at Primal Alternative.  This is a great time to identify your values and create your ideal week with set business days and plenty of time for the other things that you value such as pilates, your kids or walking the dog.

Usually Primalistas are up and running selling their products by 8 weeks, but some take longer.  It’s up to you. There are no targets to hit with Primal Alternative.

What is the investment?

All prices are in Australian Dollars and inclusive of GST.  

If you are outside of Australia, you do not need to pay GST.

On Average Our Primalistas Earn Anywhere From $1,500 – $5,500 Per Month

Taking Them 1-6 Months To Pay Back Their Initial Investment And Start Earning An Income Cooking Healthy Baked Goods From Home.

Here are the new membership options for 2021:

Platinum Membership

Total Value of $12,820 

Only $9,999

Saving of $1,820!


  • Primalista Lifetime Licence worth $5,999
  • $0 membership fee for the first 12 months worth $1,320 (Only $110 per month after the first year)
  • 6 monthly coaching sessions with Primal Alternative Founder H worth $1,320
  • 6 months of  voice message support (up to 2 hours per month) worth $2,680
  • 24/7 Primalista online community access
  • $1,500 in Bonuses
  • $917 per month for 12 months

**Best Value**

Gold Membership

Total Value of $10,820

Only $8,999

Saving of $1,820!



    • Primalista Lifetime Licence worth $5,999
    • $0 membership fee for the first 12 months worth $1,320 (Only $110 per month after the first year)
    • 3 monthly coaching sessions with Primal Alternative Founder H worth $660
    • 3 months of WhatsApp voice message support (up to 2 hours per month) worth $1340
    • 24/7 Primalista online community access
    • $1,500 in Bonuses
    • $750 per month for 12 months 

Silver Membership

Total Value of $7,469

Only $6,999

Saving of $470!




    • Primalista Lifetime Licence worth $5,999
    • $320 discount on Primalista membership fee for the first 12 months worth $1,320 (Only $110 per month after the first year)
    • 24/7 Primalista online community access
    • Personalised organic fair trade Primal Alternative apron valued at $150
    • $584 per month for 12 months 

What does the coaching with H include?

Clarify what a thriving business means to you and be supported to make it a reality with one on one coaching with H.

I’ll create the coaching just for you and our sessions could include:

  • Getting support with your council approval
  • Approaching a stockist with confidence and getting your first sale
  • Figuring out how to grow your social media audience
  • Working out what to bake
  • Setting a manageable schedule with balance not burnout!
  • Strategy for growing or streamlining your business
  • Pushing through what’s holding you back
  • Leaving a job you don’t enjoy!


Primalista coaching is a transformational experience. You’ll gain new skills that will enhance all areas of your life.   You’ll become more productive with your time, more confident, more focussed and better at setting boundaries.


Here’s what Primalistas have to say about their coaching experience with me:

“Before Primalista coaching I was struggling with time management, and getting too stressed out trying to do everything.  Now I’m more productive with my time, and more confident especially with approaching potential stockists and customers.  I’m building my customer base through markets and social media and I’ve left my job at the dentist meaning no more 11 hour days, resulting in grumpy husband and kids!  I’ve increased my confidence with product pricing.  Primalista coaching has got me some great advice and help with goal setting, it is definitely a valuable tool.  If you are thinking about doing Primalista coaching I say do it!  Even if you don’t have a plan of anything you want to achieve.  Once you start chatting about your business, ideas will start flowing and you’ll get some great insight and points to work on.”

Primalista Suzy WA


“I needed balance which is why I booked a session with H.  Now I am more confident to say no and set my business around me and not the other way around.  H always helps to get the perspective back and the major break through I have had is that boundaries don’t make me a bitch!  H has helped me to polish some areas that were a bit rough around the edges!  With Primalista Coaching you will walk away with a clearer head about what you need to do to make your Primal Alternative business a success.”

Primalista Char QLD


“I had a little fire in my belly which I knew needed to be ignited, I just didn’t know how or what to do to get it started.  Primalista coaching helps you keep your values at the forefront of your mind and focussed on where and why you started the business.  I’ve got my first stockist and gone to a market with another Primalista.  I’m definitely more focussed and confident and betting at setting boundaries.  I seem to fit more into my day as I know I have a purpose and direction which in turn fills each cup with what it needs.  While I have had a few obstacles to overcome, it has made it easier to have the support of someone who is authentic and true to themselves, while giving you honest feedback without judgment or negativity and allowing you to live out your journey. H helps you make it come to life.”

Primalista Tanniell, WA




  • Thrive – my 21 day clean living journey.  Get back to basics on your health journey by reconnecting to your ‘why’ and going next level on your Food, Movement, Mindset and Lifestyle. Online Course. Start whenever you like. Value: $197
  • SET FOR LIFE – My 6 week transformational experience, happiness is an inside job.  Get clear on how to create an exceptional life in the now and have an exciting vision for the future pulling you forward! Online Course. Start whenever you like.  Value:  $660
  • My Business Blueprint – and 18 page downloadable PDF to help you create a thriving business on your terms. Value: $220
  • Organic, Fair trade apron with your name and state on. Feel like a MasterChef/MKR Rockstar but better! Value: $150
  • Silicone spatula, perfect for spreading those Pizzas. Value: $10
  • Aligning for Success EFT course.  This is an awesome non-invasive Primal Alternative specific way to unlock any limiting beliefs standing in the way of you and your business success.  Online Course.  Start whenever you like. Value:  $49
  • One on One Coaching Session with Primal Alternative Founder and successful entrepreneur H.  We start from where you are at and take it from there.  Value: $220


That is over $1500 of bonus when you join Primal Alternative with the Platinum or Gold Membership

The Primal Alternative 7 Day Cooling Off Guarantee

If you’ve got a passion for healthy REAL food and hold a deep desire to start your own freedom-based business then becoming a Primalista could be the best decision you ever make!


You’ve got all the materials and support you need to get your business up and running in as little as 8 weeks. You’ll be a key member of the Primalista community where you can get advice, share tips and gain everything you need to take your business to the next level.


However, we understand that starting your own business is a big decision. That’s why we offer the Primal Alternative 7 day, cooling-off guarantee.


Here’s how it works. When you join Primal Alternative you’ll have a full 7 days to try all the materials and start setting up your ‘bake from home’ business. If at any point during those first 7 days you decide being a Primalista is not for you, simply let us know and we’ll provide you with a full refund – no questions asked.

Become A Primalista!

It starts with YOU

When you invest in a Primalista Licence you’re committing to your own personal growth and you’re helping your customers achieve their health goals.

Take the first step to a starting your own meaningful business today.