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.


“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


“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

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?

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.


Before I joined Primal Alternative, I was sick of working full time for someone else.  I was wanting the reward of building something for myself and my future family and having flexibility to live life the way I want to.

My market stall has been amazing! It’s been so relaxing and enjoyable providing quality, healthy food to the community and getting to know them through the process.

Since becoming a Primalista I’m more focussed and organised in my time and have grown my confidence in that I can learn how to run a business and that I am capable. 

I love that even though I am moving to a new community soon I will be able to take Primal Alternative with me and easily find a customer base near my new home. It is really something that you can tailor to suit your needs at any time in your life so I love that flexibility.

If you’re thinking of becoming a Primalista I say – don’t spend the rest of your life wondering ‘what if’! It is on the edges of our comfort zone where we grow the most.

Primalista Kate Morgan WA

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

“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

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 was interested in the Primalista Licence as it offered me the flexibility of working from home and utilising my baking skills.  I was surprised at how quick the cashflow was.  People stop me in the street or supermarket asking for the products and placing orders. It’s so great, and can work for anyone.  It’s cruisey, but fluent and productive. The support is phenomenal. It’s so easy to love what you do when it works for you.”

Primalista Amie

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, WA


“I was off work with a bad back, and while lying on the couch in pain I came across Primal Alternative on Facebook.  Since starting my Primal Alternative business I have grown so much as a person and I love to share my health story with others at the markets. Through coming with me to markets and helping with packing and ordering, my children have also begun to learn about business, promotion etc. I am happier now that I have something to fulfill my passion of helping people, and assisting them on their health journey. I am also healthier myself, and 15kg lighter than I was when I started 15 mths ago. The PA community is so supportive, encouraging and inclusive. I love the opportunity to share and support. You can fit it in to your life anywhere you like. It is your business to run as you like.”

Primalista Sandra

Meet H – Primal Alternative Founder

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

In 2015  I was faced with a health crisis which included chronic nausea, insomnia, headaches, depression, anxiety and phobias. After trying other remedies to no avail, 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.

The results were life-changing – and I wanted to share them with the world. I became a Primal Health Coach and founded Primal Alternative so others with a love  for real, healthy food could start their own home business, align their day-to-day with their values, and make a difference in their community!

The Primalista Licence launched on Dec 26 2016 and to date over 230 incredible people (men & women) have become Licensed Primal Alternative Producers.

Primal Alternative now has an online store and over 430 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.

In 2021 Low Tox Life joined the Primal Alternative family with the introduction of the divine Brownies Mix.

These high profile collaborations boost Primal Alternative’s reputation making it easier for Primalistas to make sales.

I hosted the Primal Alternative Podcast on the Wellness Couch for 4 years, which is the number one ranked health and wellness podcast station in Australia. I got myself on to many podcasts as a guest and made some cool friends in the wellness industry which helped to grow the Primal Alternative brand.

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 in every town.

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


Thanks for being here!


Love, H xx

Primalista Anj

“I needed to figure out another way to secure income whilst working from home as my main source of income had expired. Since becoming a Primalista I’ve baked for some awesome people like Jo Whitton, Kim Morrison, Cinnamon Morrisey and Tash Corbin!  I’ve also made some beautiful friends who share similar philosophies.  I’m loving the collaborative, supportive community. There is an incredible body of knowledge and experience to draw on and share.  If you are thinking about joining us I say – time will pass anyway – give it a go!  Nothing ventured, nothing gained.”

Primalista Anj, QLD

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?

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.

Pay Upfront

Total value $8,439

Only $7,940

Save $499

Membership: $5,500 upfront and $120 a month after that

Payment Plan

Total Value $8,439

Membership: $620 per month for 12 months then just $120 a month after that


Primalista Lifetime Licence worth $5,999

Primalista membership fee for the first 12 months worth $1,440 (Only $120 per month after the first year)

Joining Fee of $1,000

24/7 Primalista online community access

Get these exclusive bonuses worth $1,700+ when you join!

Icon Check Baking Starter Kit including: Organic, fair trade Primal Alternative apron with your name and state on, 1:1 Coaching Session with successful entrepreneur, Primal Alternative Founder H, 6 Primal Alternative bread tins, 200 compostable cellophane bags and 100 personalised labels for your first few bakes! Value: $620

Icon Check Over $1,000 of digital bonuses including: Thrive –  a 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

Icon Check 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

Icon Check My Business Blueprint – and 18 page downloadable PDF to help you create a thriving business on your terms. Value: $220

Icon Check 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

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 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 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

The Primal Alternative ‘Thriving Business’ Double Guarantee

If you love healthy REAL food and have a deep desire to start your own freedom-based business, then becoming a Primalista could be the best decision you ever make! However, we understand that starting your own business is a big decision. That’s why we offer the Primal Alternative Double Guarantee.

Here’s how it works:

 1. The Primal Alternative 7 Day Cooling Off Guarantee

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.

 2. Guaranteed Sales In Your First 3 Months Or Your Money Back

We want to ensure your business hits the ground running with the maximum possible chance of success. If you follow our steps and don’t get a sale in the first 3 months we will refund you the WHOLE cost of your membership paid to date.

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.


“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