Helen Marshall presented the Primalista business model, which allows individuals to run their own grain-free, real-food baking business from a home kitchen as part of the Primal Alternative community. The session detailed the process of getting started, the different ways Primalistas sell their products, what’s included in becoming a Primalista, and the costs involved.

The Primalista Business Model

• Core Concept: Primalistas have access to the Primal Alternative brand, recipes, products, training and established business systems to sell handmade, real-food baked goods in their own local community.
• Target Market: People seeking convenient, healthy, grain-free alternatives to ultra-processed supermarket products.
• Product Range: A core bank of 22 ready-made products, including loaves, pizza bases, wraps, cookies, brownies and granolas.
• Flexibility: The model is designed to fit around a person's life, ranging from a small side income to a larger part-time or full-time business.

Getting Started

• Step 1: Open for Business: Navigating local council and food-business registration requirements. Primalistas receive a 186-page Food Safety Program to support the registration of their home kitchen as a food business.
• Step 2: Getting Equipped: Access to trusted wholesale ingredient suppliers, compostable packaging, compliant labels, equipment guidance and the resources needed to get started.
• Step 3: Making Sales: Primalistas can choose from three main selling systems:
  • Markets: High visibility and direct retail sales.
  • Stockists: Supplying cafés, health food shops, IGAs and other local retailers.
  • Pre-orders: A structured pre-order system with set bake days, allowing Primalistas to bake what has already been ordered and minimise waste.
• Recipes & Training: Access to the established Primal Alternative recipe bank with video tutorials covering baking, cooling, packaging and preparing products for sale.

Costs & Membership

• Getting Started: Primal Alternative offers a choice of upfront, monthly and weekly payment options for becoming a Primalista.
• Ongoing Membership: Primalistas pay an ongoing membership fee for continued access to the Primal Alternative brand, recipes, resources, training, updates and community.
• Current Pricing: Pricing and payment options may change over time. Please refer to the Primal Alternative website for current Primalista membership and joining options.
• Additional Costs: Local council and food-business registration costs vary depending on location (around $500-1000).

Estimated Earnings

The session provides examples of what different-sized Primalista businesses can look like, including:

• ~$250/week: ~30 products (approx. 5 hours of work)
• ~$500/week: ~60 products (approx. 10 hours of work)
• ~$750/week: ~90 products (approx. 15 hours of work)
• ~$1,000/week: ~120 products (approx. 20 hours of work)
• ~$1,250/week: ~150 products (approx. 25 hours of work)

These figures are approximate examples and actual results will vary depending on sales and the amount of time put into the business.

Support & Community

• Training: New Primalistas receive step-by-step training covering the practicalities of setting up and running their Primal Alternative business.
• Resources: Members have access to established recipes, suppliers, packaging, labels, food-safety resources, sales and marketing systems and ongoing updates.
• Community: Primalistas become part of the wider Primal Alternative community, with access to ongoing support and the experience of other Primalistas and Founder.

Next Steps

• Getting Started: Most Primalistas can get open for business in around 30 days, depending on their local council requirements, personal circumstances and how quickly they choose to move.
• Primalista Call: Anyone interested in becoming a Primalista is encouraged to book a Primalista Call with Helen to explore their goals, location, available time and whether the Primalista business model could work for them.
• Current Offers: Any current joining offers, inclusions and payment options can be found on the Primal Alternative website.

What’s it REALLY like to become a Primalista and start your own baking business from home?

In this session, I hand the mic over to real Primalistas at completely different stages of their businesses, from women who have only recently opened their doors to Primalistas who have been baking and selling in their communities for years.

We talk about what made them start, what nearly stopped them, what the training and set-up were really like, how they found their first customers, markets, selling locally, confidence, self-doubt and what running a Primalista business actually looks like in real life.

You’ll also meet Lisa in Ireland, who first discovered Primal Alternative in 2018, kept coming back to the idea for years and finally decided in 2026 that it was time to stop “putting it on the long finger” and bring Primal Alternative to Ireland.

If you’ve been thinking about starting your own home-based baking business but keep wondering Could I actually do this? Where would I find customers? How would I get started? this session is for you.

A Primalista Licence gives you the recipes, training, systems, food safety program, branding, marketing resources and support to set up, launch and sell the Primal Alternative range from your own home kitchen, without having to figure it all out from scratch.

Ready to find out if becoming a Primalista could work for you?

👉 Book a call with us!

Come with your questions. We’ll talk through your situation, where you live and what you’d like your business to look like, and help you work out whether becoming a Primalista is the right next step for you.

Primal Alternative Grain Free Bakery
Bake from home. Build something of your own. Serve your local community.