Primalista Licence - Primal Alternative Australia

Primalista Licence

by Helen Marshall

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 health 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.  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
  • Quirky Cooking & Pete Evans bread, wraps, cookies & pastry recipes.
  • 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?

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 new 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

Helen Marshall is 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, H returned to a diet of plants and animals to reclaim her health.  She ditched grains, sugar and seed oils and embraced sunshine, sleep, nature and connection.

H qualified as a Primal Health Coach to let other women know that they were not 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 she got kick back, her 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 she offered to create a range of Primal Alternatives to the foods people love to make going grain free easy.

H was told that her products were life changing and she felt compelled to get the range to the whole of Australia, but the thought of factories didn’t light her up and besides – she didn’t have any capital.

H was inspired to share her successful baking business so that other women 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 140 incredible women have become Licenced Primal Alternative Producers.

Primal Alternative now has an online store and over 270 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.

In 2018 Primal Alternative collaborated with Chef Pete Evans to bring a lunch box friendly No Nut Hemp Bread and in 2019 the No Nut Hemp Wrap.

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

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

Before ditching the rat race, H was a Fitness Instructor and Personal trainer then a Business Manager for a leading recruitment company in the city.  H has worked with women all of her life listening to their desires around health, work and lifestyle and has combined those skills to bring her greatest contribution yet – the Primalista Baking Licence.

H visualises a Primalista Baker in every town across Australia and into the rest of the world.

H lives on 100 acres of wilderness in Albany, WA with her husband Mike and their children Sam & Milly. She likes pilates, massage, coffee with her bestie, sunbathing, meditation, walks in nature and champagne in the spa.

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

How soon can I become a



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.

In addition to the Licence Fee, there is an ongoing monthly membership of AU$110

[The Primalista Licence will increase to $5,999 from Dec 17 2020 – start now and save $500]

Mastermind Package



  • Primalista Licence $5499
  • 6 x 1:1 Monthly Coaching Sessions with Primal Alternative Founder H $1,320
  • 6 x 2 hour per month 24/7 messenger access to H worth $2,640
  • $1,200 Primalista Bonuses
  • Total Package Value $10,659, you save $2,160

Payment Plan Package



  • 12 x $475 monthly payments = $5,699
  • $1,200 Primalista Bonuses
  • Total Package Value $6,899 you save $1,200

Upfront Payment Package



  • Primalista Licence $5,699 – save $200 when you pay upfront
  • $1,200 Primalista Bonuses
  • Total Package Value $6,800, you save $1,400

Primalista Bonuses

  • 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
  • Organic, Fair trade apron with your name and state on. Feel like a MasterChef/MKR Rockstar but better! Value: $100
  • 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 $1200 of bonus when you join Primal Alternative

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.