My family isn't primal, either. I have Ezekiel in the freezer, but my husband and children don't care for it. They eat Martin's Potato Bread. Hardly ideal, but it's better than some of the other options out there. I'd be very willing to try a different brand with them, but I hate spending 20 minutes scouring the bread aisle (AN ENTIRE AISLE FOR BREAD) and not finding a single decent thing.