– Advertisement –
As part of the Morning Lazziness series that showcases inspirational women making a significant impact with their innovative ideas, I had the privilege of interviewing Lepa Flaiban.
Lepa Flaiban is the visionary founder behind Burek on Wheels and Baba’s Milk, two rapidly growing brands based in Sydney that bring the flavors, warmth, and heritage of Balkan cuisine to Australian tables.
Growing up as the daughter of Serbian immigrants, Lepa was immersed in a culture of hard work, resilience, and culinary traditions passed down through generations. Following the passing of her father in 2019 and facing the challenges of the Covid pandemic, Lepa channeled her grief and passion into launching Burek on Wheels – a food truck serving her family’s traditional pastries. What began as a leap of faith quickly blossomed into a thriving business, catering weddings, selling out at events, and securing placements in supermarkets with its signature Burek.
In 2024, Lepa expanded her entrepreneurial journey by introducing Baba’s Milk – a creamy, nostalgic chocolate milk inspired by her childhood and dedicated to her mother. Dubbed “The Greatest Choccy Milk” by Kyle Sandilands, it flew off the shelves upon its release, solidifying Lepa’s reputation as an innovator in Australia’s food and beverage landscape.
Recognized as Australia’s Princess of Balkan Soul Food, Lepa is more than just a businesswoman – she is a cultural storyteller weaving resilience, heritage, and motherhood into every creation. Through her work, she stays connected to her roots while inspiring the next generation, one Burek and bottle of Baba’s Milk at a time.
In this exclusive interview, Lepa shares insights into the strategies, challenges, and pivotal moments that have shaped her decade-long career in the digital business realm.
What motivated you to launch your business and what problem were you determined to solve?
The loss of my father in 2019 was a turning point for me. Grieving, raising two young children, and contemplating the direction of my life, I felt a deep urge to do something meaningful and reconnect with my heritage. Acquiring a food truck and starting Burek on Wheels was a leap of faith, but it gave me a sense of purpose. I wanted to share the flavors and comfort of my culture with others, especially during a time when people longed for connection and soulful nourishment.
How has your business evolved since its inception, and what key decisions have fueled its growth?
It began with me baking Burek at home and delivering it around Sydney. The demand grew rapidly – from local customers to catering events and securing supermarket placements. A crucial decision was to embrace this demand rather than shy away from it. Another pivotal moment was the launch of Baba’s Milk in 2024, inspired by my childhood memories and dedicated to my mother, the true matriarch of our kitchen. These moves transformed me from a solo food truck owner into the founder of two thriving brands.
What sets your brand apart in today’s competitive market?
Authenticity and storytelling. Everything we offer is rooted in genuine traditions and personal experiences – from my mother’s recipes and my father’s work ethic to my own journey of loss and renewal. This authenticity resonates with customers, who don’t just purchase Burek or chocolate milk; they invest in heritage, resilience, and heart.
What has been your most effective marketing strategy to date, and why do you believe it has been successful?
We focus on storytelling. I share my personal journey alongside our products, allowing people to connect with the human side behind the brand. When Kyle Sandilands praised Baba’s Milk as ‘The Greatest Choccy Milk,’ it garnered significant publicity, but it’s the emotional connection with customers that sustains our growth.
How do you maintain a connection with your target audience and understand their needs and behaviors?
By listening. Every direct message, comment, and suggestion has shaped our trajectory. Our community has always been our guiding light.
Can you share a branding initiative or campaign that propelled your brand to new heights?
The launch of Baba’s Milk was a game-changer. It wasn’t just a product introduction; it was a brand movement that captured imaginations. By infusing it with authenticity and a playful, nostalgic vibe, we made it instantly memorable. This initiative showcased that we are more than just Burek – we are a family of brands, each with its own unique story.
What does success mean to you, beyond mere numbers, and how do you measure the impact of your work?
Success, to me, is when someone tells me that our Burek tastes like their grandmother’s or when families make Baba’s Milk a staple in their homes. It’s about creating moments of nostalgia and belonging, not just transactions.
How do you define personal success, apart from financial gains and business growth?
For me, personal success is finding balance and alignment. It’s about being able to pick up my children from school, dance to Balkan music in the morning, and still grow a business that I’m proud of. Success is building something that honors my heritage while being present as a mother.
Could you share a challenge or setback that ultimately transformed your brand?
In the early stages, experiencing sell-outs felt like a failure because I couldn’t meet the demand. However, I reframed it as a testament to our popularity. This shift in mindset turned a challenge into a motivator, compelling me to scale up and treat the business as a serious endeavor, not just a side project.
What daily habits or rituals keep you focused, creative, and grounded as a leader?
Coffee, Balkan music, and cooking are my daily rituals. I kickstart each day with a strong cup of coffee and uplifting music. Cooking – even outside of work – grounds me, while laughter with my children serves as daily medicine, keeping everything in perspective.
How do you approach innovation and risk within your business strategy?
I view risk as an integral part of growth but take calculated steps. Whether it’s testing a new product in small batches or gauging consumer feedback before scaling up, I believe in starting small, listening to the market, and then expanding. Innovation, for me, involves evolving tradition rather than replacing it.
What advice would you offer to aspiring entrepreneurs navigating today’s rapidly changing digital landscape?
Avoid getting swept up in chasing every trend. Digital platforms evolve swiftly, but what truly resonates with people is authenticity. Share your story, showcase your values, and build genuine trust. It may take longer than a viral moment, but it’s the key to lasting connections.
Where can our readers connect with you and discover more about your work or offerings?
Instagram: @burek_on_wheels and @babas.milk
Burek on Wheels
Baba’s Milk
– Advertisement –