Questions we get asked about our Licensing (FAQ)

How much can I expect to earn

This is a tricky one to answer as each person has the capability to produce at different speeds.  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.  I am giving you this information in dollars of product as opposed to number of products as I baked to order each week and therefore the number of breads etc. varied somewhat.

So, on average in my last year of production I made $1,000 worth of breads, cookies, gellies and pizza bases per week.  I baked for 8 hours.  There was about another hour bagging and labelling and the profit was $500.  I split my baking over two days, four hours on a Monday baking for the shops and cafes and four hours on a Thursday preparing for the markets.

When will I see a return on my investment – When will I make a profit?

The profit margins on all products across the range are 50%+ after cost of ingredients, we don’t consider electricity or admin time, or labour, or delivery (if you choose to deliver). So once you start getting orders, you will be making 50% of the value of the sale in profit. See my example above.

What equipment will I need

I used a Thermomix and if you don’t have one…get one anyway they are great…but that aside – the recipes are so simple that you only need a food processor, mixer or even a bowl spoon and grater will do the job! You will need bread tins, baking trays, pizza trays, cooling racks, packaging, labels and an oven. I had 14 bread tins and 8 pizza trays – you can only fit so much in your oven at once. 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. The equipment is likely to be stuff that you already have in your cupboards.

What else do I need?

A domestic health licence and public and product indemnity insurance. Most people feel afraid of getting a licence from their council to produce food in their own kitchen, but it is rather straight forward. The products are classed as ‘low risk’ by the Health Inspector as they are baked goods (without cream) and the Gellies contain similar ingredients to jam (lemon juice & Gelatine) and ‘low risk’. Securing your licence will involve a call to your council, some paper work, a fee and potentially a visit from the health inspector – don’t worry! Insurance varies and you should shop around – I have seen quotes ranging from $40 a month to $200 a year!

Where do I get ingredients from?

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.

Where did you store all your ingredients and did you use your normal kitchen?

In the online training, I give full details of a couple of bulk dry goods suppliers that I used. You can choose where you source your ingredients from. 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!!

Are your products organic?

No. I have chosen organic ingredients where they are viable cost wise. The bread currently sells at $18.20 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.

If your products are primal why do they say they may contain dairy, soy, and gluten?

Good question! Our products don’t have soy, dairy or gluten added to them but they are made in a kitchen where some of these allergens may be, so as a disclaimer we put this on our labels.

I fancy doing this with my friend/family member is this possible?

The Primalista Licence an 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.

I love this idea but...I don't think I look the part!

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!

What is the shelf life?

Primal Alternative products have a two-week shelf life which is great compared to conventional breads which have a shelf life of about 2 days.

Are the recipes hard?

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!

What is included in the producers licence?

Recipes, how to videos, sales and marketing advice, advice on how to set up a market stall, label templates (just add your details and ready for print), info on where to source ingredients, packaging, business card templates, email address, and pricing schedule.

Territory & Competition from other Primal Alternative producers

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. 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! This way, we will be connected via a secret online Facebook group exclusively for Producers. 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!

Where could I sell these products to?

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

Do you sell at the same price when you are at markets as to when you sell to a shop?

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!

Website Referrals

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.

The Primal Alternative Principals

  • We are a collaborative group of local producers, operating under a National brand delivering Primal Alternatives to conventional staples.
  • To maintain pricing consistency and mutual collaboration across the brand, we adhere to the recommended wholesale to retail pricing as outlined in the Pricing Guidelines Template in the Operations Manual.
  • To maintain product consistency and quality we adhere to the recipes as outlined in the Operations Manual.
  • To maintain brand consistency, we adhere to packaging the Licenced goods as described in the Operations Manual and as demonstrated in the Training Videos.
  • To maximise brand presence and enhance individual Licencee sales, we agree to use the professionally produced Primal Alternative Labels [see annex A] which are designed to Food Standards Australia Guidelines. The Primal Alternative Labels carry authentic GS1 barcodes, Nutritional Bar Codes, Allergy Statements, Ingredients, possible contaminants disclosure, weight, producers contact details and company logo. Only the Licenced Products can carry the Primal Alternative Logo and or label. Licenced Producers may compliment their service by producing other products than the Licenced Goods and selling those under a different name.
  • In order to maintain our exclusive recipes and brand we commit to keeping the recipes confidential and using the training videos for our own private viewing.
  • The Licensor commits to raising Primal Alternative brand awareness nationally and Licensees take full responsibility for their personal business development.
  • All Licenced Producers commit to obtaining approval from their council to produce the Licenced ‘low risk’ goods in their domestic kitchen and taking out insurance prior to producing the Licenced goods.
  • We are here to serve our communities by delivering quality, convenient, nutrient dense Primal Alternatives to conventional staples. We do not need to become educators about the Primal Lifestyle or feel we need to be role models.
  • We acknowledge that producing the Licenced Goods involves manual labour, sales and marketing skills, and other general business skills. We celebrate our desire to align our income with our passion and to grow a business that fits around our lifestyle.

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