Rosie joined Primal Alternative in 2018 and built her business around family, great food, and plenty of time to rest. Since 2019, she’s consistently brought in over $48,000 USD per year, baking just three days a week and taking six weeks off each year.

While completing her postgrad program, Rosie scaled back to baking just one day a week, still earning around $13,000 USD per year. When it came time for her hands-on placement, she hit pause completely—because when you're your own boss, flexibility comes built in. A nearby Primalista stepped in to support her local customers while she took the break she needed.

Primalista Terri

She’s a scientist, a low-carb advocate, and loves to keep busy and make money—all while exploring the country in her RV with her husband, Jeff. Her Primalista business brings in around $26,000 USD per year, giving her the flexibility to live life on her terms while still doing meaningful work.

Primalista Chicken joined in 2017

Chicken works full time in a demanding corporate role and is passionate about health. With her busy schedule, she bakes just one day every three weeks and receives around $650 USD worth of orders—just from friends and family! Her business brings in around $13,000 USD per year, proving you can absolutely do this alongside a full-time career.

Primalista Ash joined in 2021

Ash already had her own food business, but found that starting from scratch was exhausting. Becoming a Primalista gave her the structure, support, and recipes she needed — without all the stress. Now she earns enough to help support her family of four, while still being present for her kids every day.

Primalista Gita – joined in 2018

Gita works full-time in education, but still found time to grow a thriving bake-from-home business. By baking just one evening a week, she earned around $8,000 USD a year. When she added one weekend baking day to her schedule, her annual income jumped to about $16,500 USD — all while keeping her full-time job.

Primalista Amie
Amie already had a thriving cake business when she joined Primal Alternative — but more and more customers were asking for gluten- and dairy-free options. Now, her Primalista business brings in consistent, year-round income (about $15,000 USD annually), while cakes remain more seasonal.

She bakes three days a week, takes six weeks off a year, and loves the flexibility it gives her to work around her kids’ schedules.

A Primalista is a licensed home baker who creates delicious grain-free (and naturally gluten-free) Primal Alternative products from their own registered kitchen. With the support of our proven system and community, you can run a bake-from-home business on your terms — whether that’s a few hours a week or more.

What You Get with the Primalista Licence

When you become a Primalista, you’re not just buying a licence — you’re joining a proven system, gaining ready-to-use resources, and connecting with a supportive network to help you launch your grain-free bake-from-home business in the United States.

Recipes, Branding & Ready-Made Resources

• Tried-and-tested grain-free recipes

• Clear packaging instructions so your products look as good as they taste

• Brand guidelines to keep your business consistent and professional

Sales & Marketing Support

• Training to define your niche and ideal customer

• Social media templates and content ideas to save time

• Strategies for lead magnets and influencer outreach

• Sales tips, market stall ideas, and nutritionist comparisons to highlight your products’ benefits

Tools to Run Your Business Smoothly

• Profit and ingredient calculators to manage costs and quantities

• US supplier list that will expand as we grow our Primalista network here — you’ll be one of the first to help shape and benefit from it

• Compliance templates for batch records, food recalls, and safety documentation

Training & Community Support

• Step-by-step video tutorials for baking, packaging, and business operations

• Online meetups to share ideas, ask questions, and connect with other Primalistas

• Profit First training for confident money management

• Guidance on getting started with Meta ads

• A professional @primalalternative.com email address

Professional Touches

• Lab-tested shelf-life reports for credibility with customers and retailers

• Ready-to-print, retail-compliant labels and barcodes

• Branded brochures, cards, and signs

• Stockist agreement templates for working with stores

And best of all — no sales targets, no audits, and no pressure. You set the pace and build a business that fits your life.

Nope! You don’t need formal baking qualifications — just a love of real food and a willingness to follow the simple recipes.

We’ll walk you through the recipes and provide all the training you need. If you’re passionate about wholesome, delicious food and enjoy baking, you’ll fit right in.

Primal Alternative started in Australia, but the Primalista Licence is available in the USA, UK, and New Zealand. We've had Primalistas in the US through organic reach — including podcasts like The Primal Blueprint and The Fat-Burning Man with Abel James. The model works beautifully in the States, and we’ll help you navigate your local cottage food laws step by step.

No. In most US states, you can bake from your home kitchen under cottage food laws. Some states allow direct sales without a licence, while others may require registration, a food business licence, or a home kitchen inspection — especially if you plan to wholesale.

To make this easy, we provide a full Food Safety Program, including a cut-and-paste covering letter, cleaning and handling guides, a sample floor plan, and shelf-life lab reports that prove our products are low risk and safe to make at home. You won’t need to renovate or rehome your pets — and we’ll support you every step of the way.

You can be up and baking in as little as six weeks, depending on how quickly you move through the training and get your kitchen registered. We’ll guide you through each step, and you’re never doing it alone.

You’ll source and buy your own ingredients — but don’t worry, we’ll connect you with recommended US suppliers so you get great prices. If you need help setting up a business licence or tax ID (like an EIN), we’ll guide you through that too.

You’ll order bulk dry ingredients (like almond meal, seeds, and flours) from one main supplier, and buy things like organic butter, veggies, and eggs locally.

Packet Mixes? You make those too — they’re simply the dry ingredients packaged up, ready for your customers to bake at home 🌿

The Primal Alternative range has long best before dates which means plenty of time for you and your stockist to sell the products.

• Breads, Cookies & Pizzas 14 days chilled or 3 months frozen

• Wraps 5 days chilled or 3 months frozen

• Pastries 3 months frozen

• Granolas 9 months ambient

• Mixes 6 months ambient

• Whole foods 12 months ambient

Yes! You’re your own boss — bake one day a week or more depending on what works for your life. Many Primalistas also have other jobs or family commitments and love the flexibility this offers.

Not at all! The Primal Alternative recipes follow a Measure, Mix, and Bake model, making them super simple to follow. This streamlined process means you can easily produce a large volume of products from a domestic kitchen as a one-person operation.

The recipes have been designed to be efficient, so you don’t need advanced skills—just basic kitchen equipment and the ability to follow straightforward instructions. Plus, the method is perfect for scaling up as your business grows. Whether you're baking for family or fulfilling larger orders, you'll find the process manageable and rewarding.

You don't need to be pushy! Our approach is simple – it’s about sharing what you love, asking the right questions, and offering a solution. Plus, with our sales training and support, you'll gain confidence in no time!

Nope! This is your business, so there’s no pressure to hit specific sales targets. You decide the pace and level of commitment that works for you.

After getting your licence and completing the training, many Primalistas are ready to start selling within 2-8 weeks. We’ll help you set up and get ready so you can hit the ground running.

No worries—most Primalistas have pets! When you’re baking, just make sure to keep pets (and kids) out of the "production zone," which is basically your kitchen while you’re prepping. Keeping it clear is all you need to meet food safety standards and keep things running smoothly.

Absolutely! As a Primalista, you’re welcome to sell your own products too — as long as they’re not too similar to ours and don’t use the Primal Alternative logo. This gives you room to personalise your offering and grow your business your way.

There are no territories! With a Primalista Licence, you’re free to sell Primal Alternative products anywhere in the world. We work collaboratively, so Primalistas don’t approach each other's stockists. Since everyone charges the same price, there’s no competition. In eight years, we’ve never hit saturation! You can see our current stockist locations here. Having another Primalista nearby can be a huge bonus—you can share freight, cover for each other during breaks, and have a local buddy who truly gets it for coffee catch-ups!

You’ll receive pre-approved, professional labels that are compliant with US food regulations — ready to print and use. We’ll also show you how to package everything so it’s retail-ready and looks as good as it tastes.

Depending on your state’s laws, you can sell at local farmers’ markets, direct to customers, or even stock your products in health food stores and cafés. We’ll help you understand what’s possible where you live.

You’ll bake a range of popular Primal Alternative products — grain-free breads, cookies, pizza bases, wraps, granola, and pastry — all using real food ingredients. Everything is gluten-free and free from refined sugar and industrial seed oils.

Primal Alternative is 100% owned by me, Helen Marshall (but everyone calls me 'H'!)

There’s no corporate backing—just a small, homegrown business. I run everything from our family home in Albany, Western Australia, where I live with my New Zealander husband, Mike, and our two teens, Sam and Milly. I’m passionate about supporting Primalistas and maintaining a happy, healthy lifestyle.

Primal Alternative started after my own health journey. Years of a low-fat, high-carb diet led to serious gut health issues. Switching to a primal diet helped me heal, and along the way, I created recipes for grain-free cookies, bread, and pizza that my family loved! Eventually, I became a Primal Health Coach, and when my clients missed their favorite foods, I started baking for them—Primal Alternative was born.

Starting something new can feel risky, and that’s completely normal! Maybe your partner’s skeptical, or you’re wondering if your kitchen will be up to scratch. But remember, when you’re doing what you love with a purpose, amazing things happen. You’ll have a supportive Primalista community, a proven business model, and mentorship every step of the way. Together, we’re building a movement of health-focused home bakers—changing the world one cookie at a time! Let’s make it happen.