Licence FAQ - Primal Alternative Australia
by Helen Marshall

Primalista Licence FAQ

Check out the Q&A with Primalistas and answers below.  If you don’t find the answer to your question, please get in touch here.

The answer to this is variable as each person has the capability to produce at different speeds, with different orders, or different products with varying ingredient costs.

You are responsible not only for making the products but also for selling them -this could be to a stockist like a health shop or a café who will sell to the end user on your behalf (and for a profit) or directly to the end user themselves at a market, expo or similar.

So, as you can see I am unable (and legally not allowed) to make any income promises to you.  Having said that, I guess you are going to want to know how much you could potentially make as this is an important factor in your decision-making process!

The best way to illustrate this is to give you an insight into my week as a producer and what hours I worked and how much I earned.  See my example in the next section…

I consulted with a Costing Specialist who worked out that if you made 10 Fruit Toast (5 batches), 10 Zucchini or Pumpkin Bread (5 batches) , 10 packs of Choc Chip Cookies (2 batches), 10 packets of Gellies (1 batch), 10 packs of Pizza Bases (just over 2 batches) it would take you five and an half hours and be $46.50 per hour profit to you if selling to a stockist and $85.70 per hour to you if selling at markets.

Remember that as a Primalista it is your job to produce, market and distribute the range and results may vary.

For more in-depth info on earnings have a look here.

Before I share this real life example of when I was producing the Primal Alternative range, back when I just had five products and there was just me – I need to say this:

Primal Alternative makes no guarantee of results or returns for individual Primalistas.  Income as a Primalista is entirely dependent on the Primalistas commitment, personal factors and circumstances when producing and selling the Primal Alternative products.

Here is what I baked for my market at the local Steiner School on a Friday afternoon from 3-5pm.

The first cost is the amount in sales and the second is my gross profit after you take out ingredients, label and bag.


  • 14 Fruit Toast $223.30 | $126.56
  • 4 Zucchini Bread $63.80 | $37.80
  • 15 packets of Chocolates Chip Cookies $126 | $81.45
  • 20 packets of Gellies (lots of kids here!) $105 | $77.60
  • 4 packets of Pizza Bases $56 | $40

I used to bake this every week, most weeks I sold out, sometimes I came back with a few items which I usually sold onto my stockists.

My total sales were $574.10 and my gross profit was $363.41

It used to take me four hours to bake this amount of products and about one hour to bag, label and load the car.  I spent 2 hours at the market and the stall cost was $10.  This market was a highlight of my week, a real community immersion!  I loved the banter with the other stall holders, some of whom are still besties of mine now!  I also loved seeing my customers and hearing what a different my products were making in their lives ahhhh!

Costs to consider when selling directly or at a market like this are time spent selling, packing up etc, cost of stall, distance to travel.

There are no ‘normal’ orders in Primal Alternative, the orders vary greatly, but to give you an idea, if I sold the amount in this example to a stockist my gross profit would be $197.43.  Remember that with stockists, you bake to their order, no returns and you simply drop off and they do the sale. Still for me, I found this worthwhile as for the time it took to bake this order, I would still be earning $39.48 per hour for my efforts and I got to work from home!  BOOM!

It is good to have a mix of direct sales and stockists.

You may find that your ingredients are cheaper to source than mine as I am six hours south of Perth.  Victorian Primalistas seem to source the cheapest ingredients making their profit margin higher.

When you become a Primalista, you get access to a Costing Spreadsheet so you can work out your profit margin exactly.

I hope this example gives you a bit of insight.  At the end of the day, it is up to you to decide if you feel this is a viable business model for you.


Here is a list of the equipment I think you will need, you may vary the quantities depending on how much you are baking, maybe start conservatively and then build up.  My advice is to have a lean start up, avoid shiny things. Start small and build up.

If you are starting with producing the entire range I have calculated your start up costs to be AU$1,814, £630 and without packet mix range AU$1,506.  You will recoup some of your start up costs in your first sales, so long as you don’t eat all the cookies!!

Once you have the equipment ready to go, the only on going costs are maintaining your supply of ingredients and labels, your insurance and your Food Business Registration Renewal costs.

  • Oven – you already have one 600mm or 900mm are both suitable
  • Food Business Registration approx. $500 depending on your council
  • Insurance approx. $50 per month
  • Thermomix or other food processor with a minimum two litre capacity bowl.  I recommend using what you already have to keep a lean start up.
  • 20 Tala Loaf Pan  $10.39 per tin with our discount. $207.93 for 20.
  • 18 pizza trays 23cm diameter with a discount woohoo! $6.92 per tray  $124.50 for 18.
  • 8 cooling racks sourced from KMART $36 
  • 8 Insect nets to go over the trays while the products are cooling, I found mine at Spotlight. $56 
  • 8 Baking trays/Cookie Sheets sourced from KMART $40
  • 10 Gellies Mould/Ice cube trays sourced from KMART $15
  • Accurate scales I use ‘Ripe’ $39.95
  • Baking paper 15m $4
  • Water spray (to help stick baking paper to the tins) sourced from KMART $2
  • Spatula – a gift from H – FREE
  • Apron – a gift from H – FREE
  • Hairnet –  sourced from eBay 100 for $7.49
  • Gloves –  to wear for packing the products sourced from Coles 24 pack $4
  • Labels – ready made range $209.40 (incl postage) Packet Mix $99
  • Bags – Cookies & Pizza/Bread Cellophane Bags 1,000 of each $290
  • Biobags for Packet Mix $157
  • 200mm no cutter Heat Sealer $120.19
  • Ingredients – this is a rough idea but on 5 kilos of almond meal, 10 kilos of tapioca and 1 of everything else: $450

You may already have some of these items at home already.  Our tin supplier, KMART and Spotlight regularly have these items on sale as well which can save you some start up costs. ZIP and Afterpay are available at KMART, Spotlight and ZIP is available at our tin supplier if you want to stagger the payments.  You can also buy a few things at at time and build up.

Another way to have a lean and less overwhelming start up would be to produce the ready made range only at first, then add Packet Mix range as you get more comfortable in your business.

No, you don’t need to buy a bigger oven, I started with a 600cm oven and upgraded to a 900cm thinking I could fit more in, but I could fit 6-8 loaves in each oven.  Getting two extra shelves for your oven can help if you have a 600cm oven.  Try your local tip shop or contact the oven manufacturer, this way you can do double cookies and pizzas at one time.

The insurance you are looking to secure is product and public liability insurance.  Purchasing insurance is a very personal choice and another task that you will need to research and hunt down for yourself.  Google, make some calls and find which one is best for you.  Primalista Charmaine Willing AKA Chicken…is an insurance broker and can sort this for you.

When you become a Primalista you’ll get access to our Food Safety Program to help you with your food business registration.

When you sign up for your Producers Licence, I suggest a couple of suppliers on the online course, but it is up to you where you get the ingredients from and if you source a cheaper supplier then winning!

You will probably get some bulk dry ingredients from one supplier and other ingredients such as the organic butter and eggs from a local shop.

Initially it can be the easiest option to order from 2 Brothers Foods until you work out which you best suppliers are for where you are located.  Once you sign up and are in the Primalistas Facebook Group – you will get heaps of supplier info and ideas.  There is no right or wrong amount to order for your first order and practice bake but my suggestion is 5 kilos of blanched almond meal, 10 kilos of arrowroot/tapioca and 1 kilo of all other dry ingredients.


Yes, I did all of this from the comfort and convenience of my own modest kitchen! When you see the online training videos you will see – my kitchen ain’t that flash!!  Your kitchen needs to be inspected by your local Environmental Health Officer and you’ll need a Domestic Health Licence from your council before you start production.  Surfaces need to be sealed and ingredients need to be stored in rodent free containers – usually plastic.  It is a good idea to have a separate shelf in your pantry or cupboard for Primal Alternative ingredients, if you don’t have the space, plastic storage boxes work well.

No. I have chosen organic ingredients where they are viable cost wise. The bread currently sells at $15.95 per loaf, that’s quite an investment as it is.

In the beginning of my business I spent time pricing up an organic loaf and it was something like $35 – not viable in my opinion.

From a personal point of view, when going organic I place importance on organic meat and dairy first. So therefore, the butter in the Grain Free Cookies is organic.

Yes, almonds are sprayed but they are removed from their tough protective shell and have their skins removed so perhaps most of the pesticide is removed.

Supply of organic dry bulk goods can also be sporadic, not good if you have customers waiting for your product.

Our products are made in a domestic kitchen, where these products may be.  Primalistas have thorough processes to reduce risk of cross contamination but as a disclaimer we include every allergen.

The Primalista Licence rights granted under the agreement are personal and exclusive to the Primalista. This means that each person wanting to produce needs a licence.

Every producer needs to have access to the online training course to ensure consistency and quality of the product across the brand.

So if lets say you and three friends want to become Primalistas that is possible but you need a licence each.

Wow this is something that comes up a lot! I know what you mean!

I battled with this too – ‘who am I to be selling these foods? I’m not perfect’ and really it is just all mind set.

So, congratulations, you’re normal if you feel this way!

We are here to serve our community with alternatives to bread and cookies – we don’t need to feel like we need to be role models for the Primal lifestyle.

So do yourself a favour and drop this one!

Primal Alternative products have a one to two week chilled shelf life.  We recommend that you slice and freeze as soon as you purchase.

No, the recipes have been designed to be replicable -they need to be easy so that we can all produce similar products.

We are working with nuts, seeds, vegetables and oils here so it is a simple case of MEASURE MIX AND BAKE – nothing technical like proving, rising or needing that is associated with conventional wheat and water baking!

There are no territorial restrictions for producers.

That means, with a Primal Alternative Producers Licence, you can produce and sell Primal Alternative products anywhere in Australia.  However, a Primalista cannot approach an existing Primal Alternative stockist.  So that means there are no geographical territories but there are stockist territories.  How do we do this? Primalistas all charge the same across the board, this encourages collaboration and avoids under cutting – that’s so 90’s!

Geographical territories wouldn’t work with this business model.  This is for two reasons, the first reason being it would be almost impossible to divide Australia into territories as the product has many potential sales outlets. For example, someone in your town may be producing for a local market, but you want to sell it to a chain of Health Shops.

My vision is to create a collaborative tribe of home cooks!

If for example you are going on holiday, you could contact another producer in your area and see if they want to cover your orders whilst you are away.

Got a big order you can’t manage this week – reach out to the community and ask for help.

Noticed a big expo is coming to town? Team up with another Producer and run a stall together!

The products have had successful sales in health shops, cafes, gourmet pizza shops & local community markets, plus advertising online and delivering.

Another great question which has been reviewed since start up!

We USED to sell the product cheaper at the markets, since we didn’t need to allow for the retailers mark up.

However, I realised that this didn’t reward our time and effort for getting to the market, paying for the stall and standing their selling our products for the duration of the markets.

So, I have now amended the pricing schedule, so the profit at markets reflects the time and effort that goes into it!

One question I have been asked by people interested in buying a Licence has been about website referrals – so if a stockist wants to order online – how does that filter back to the producer.

The website shows a list of producers and has their contact details so the stockist can contact the producer directly.

If, however, an order comes to me I will simply send it on to the nearest producer in that area.

If that producer is too busy, they can contact another local producer via the online community.

The Paleo/Primal market is booming and there are lots of new products boasting “paleo” on the label.

There are also other Paleo breads, Gellies and snacks out there. The thing that makes Primal Alternative unique is that this is a national brand, but it is produced locally.

Generally, supporters of the real food movement value products that are produces in their community.

Yes you can.  Only the Primal Alternative range can carry the Primal Alternative name.  You may find however, that you will be busy enough producing the Primal Alternative products.  It is important to streamline and nail each product to avoid over work and overwhelm.  But it’s up to you.

Head here to register your ABN (if you don’t already have one, if you do have one you can keep using that).  A suggested name for your business is Primal Alternative by [your first name]  Cost is $82

We have a preferred supplier for our labels but you can also download the artwork and have it printed professionally yourself.

YES!  Primal Alternative is a home business that has the potential to be replicated anywhere in the world.  The two things you need first is permission from your council to produce food for the public from home and insurance.  There will be extra leg work involved if you are the first Primalista your country including legal, costings and labeling.

We have Primalistas in New Zealand, United Kingdom and USA.