Become a Pri-Mate

When you join the Primal family and become a member, or ‘Pri-Mate”, a world of amazing coffee-related wonderfulness opens up with an array of options to help your business.

Interested in becoming a Pri-Mate?

As part of the Primal team, you will enjoy amazing benefits.

  • Fresh roasted specialty coffee
  • Weekly delivery
  • In house training at the “Primal Barista Training Academy”
  • In house servicing and repairs (Expobar wholesaler, technician and service agent)
  • Exclusivity of bean profile selection within your demographic (micro location) i.e., no cafe within your catchment area will have the same profile
  • Locally roasted chemical free de-cafe
  • 50% discount on the first marketing material ordered from collateral brochure
  • Business coaching and cafe flow/process meetings
  • Retail sale of beans 250g & 1kg bags
  • Environmentally sound cups and packaging
  • Barista tooling and café items

As a wholesale coffee roaster, we work with you to ease the pressure of small business, we are your one-stop-shop when it comes to all things coffee.

Want assistance in the startup process? Want to discuss money saving options, want the expertise of years of experience, and hundreds of machine set ups and process flow methods? We have your needs covered.


We encourage and endorse the purchase of coffee beans in 250g and 1kg bags, surpassing the café's typical trade quantities, to make them available for retail sales 'over the counter'.


We provide comprehensive in-house training for both staff and owners at no initial cost, conducted at the customer's premises. This training encompasses expertise as an Expobar wholesaler, technician, and service agent.

New & Pre-owned machine sales, servicing & maintenance

Starting out? Or updating your tired old machine? Let Primal’s espresso machine professionals work with you to find the best choice for your plans. We are affiliates with machine direct importers, Silver chef and major appliance wholesalers. If owning a brand new machine is your dream, however, starting costs have drained your account, let us work with you to ensure the best coffee is served for your customers.

Depending on the specific coffee machine used, we offer on-bench service and maintenance or may recommend sending the machine for a thorough service at our Primal workshop. Our services cover a wide spectrum, from basic maintenance to complete machine

As an added perk, you'll enjoy exclusivity in selecting your coffee bean profiles tailored to your demographic or location. This means no other café within your catchment area will offer the same coffee profile, setting you apart.


We also proudly offer small batch artisan roasted, chemical-free decaffeinated coffee, available in both ground and whole bean options.

We offer a variety of decaf, from Colombia, Mexico and Indonesia, depending on import stocks.

Ongoing Support

To support your café's marketing efforts, we extend a generous 50% discount on the first order of marketing materials, including collateral brochures. Furthermore, our commitment to your success includes business coaching and regular café flow/process meetings to ensure your establishment thrives.