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As a part of the Morning Lazziness collection highlighting empowering ladies who’re making a outstanding influence with their concepts, I had the pleasure of interviewing Lepa Flaiban.
Lepa Flaiban is the dynamic founding father of Burek on Wheels and Baba’s Milk, two fast-growing Sydney-based manufacturers bringing the heat, flavour, and heritage of Balkan delicacies to Australian tables.
The daughter of Serbian immigrants, Lepa grew up surrounded by onerous work, resilience, and culinary traditions that had been handed down by way of generations. After her father’s passing in 2019 and amid the challenges of COVID, she channelled her grief and keenness into launching Burek on Wheels—a meals truck serving her household’s conventional pastries. What started as a leap of religion rapidly advanced right into a thriving enterprise, catering weddings, promoting out at occasions, and stocking supermarkets along with her signature burek.
In 2024, Lepa expanded her entrepreneurial journey with the launch of Baba’s Milk—a creamy, nostalgic chocolate milk impressed by her childhood and devoted to her mom. Dubbed “the best choccy milk” by Kyle Sandilands, it bought out in its first launch and cemented Lepa’s fame as an innovator in Australia’s meals and beverage house.
Celebrated as Australia’s Princess of Balkan Soul Meals, Lepa is greater than a businesswoman—she is a cultural storyteller, weaving resilience, heritage, and motherhood into each creation. By way of her work, she continues to honour her roots whereas inspiring the following era, one burek and one bottle of Baba’s Milk at a time.
On this interview, she opens up concerning the methods, challenges, and key turning factors which have fueled her decade-long profession within the digital enterprise house.
What impressed you to start out your small business, and what downside have been you keen about fixing?
Shedding my dad in 2019 actually shifted every little thing for me. I used to be grieving, elevating two younger children, and questioning what I needed my life to appear like. When COVID hit, I felt this urgency to do one thing significant and reconnect with my roots. Shopping for a meals truck and beginning Burek on Wheels was a leap of religion, but it surely gave me goal. I needed to share the flavours and luxury of my tradition with others, particularly at a time when individuals craved connection and soul meals probably the most.
How has your small business advanced since its launch, and what key selections have helped drive that progress?
It started with me making burek at dwelling and delivering it round Sydney. Demand grew rapidly – from locals to marriage ceremony catering, to stocking supermarkets. One key choice was to lean into that demand as a substitute of holding again. One other was launching Baba’s Milk in 2024, impressed by my childhood flavours and devoted to my mum, who’s all the time been the true Queen of our kitchen. Each strikes allowed me to evolve from a one-woman meals truck into two fast-growing manufacturers.
In your view, what actually units your model aside in at the moment’s aggressive market?
Authenticity and story. Every thing we do comes from actual custom and lived expertise – my mum’s recipes, my dad’s work ethic, and my very own journey of loss and rebuilding. Individuals really feel that. They’re not simply shopping for burek or chocolate milk; they’re shopping for into heritage, resilience, and coronary heart.
What has been your simplest advertising and marketing technique to date, and why do you assume it labored so effectively?
Storytelling. Sharing my private journey alongside the meals itself. Individuals hook up with the human aspect simply as a lot because the product. When Kyle Sandilands referred to as Baba’s Milk “the best choccy milk,” it was wonderful publicity, however what actually sustains progress is that emotional reference to clients.
How do you keep linked to your splendid viewers and perceive their wants or behaviors?
By listening. Each DM, each remark, each request has formed our journey. Neighborhood has all the time been my largest compass.
What’s one branding transfer or marketing campaign that helped elevate your small business to the following degree?
Launching Baba’s Milk. It wasn’t only a product, it was a model transfer that captured creativeness. Dedicating it to my mum gave it authenticity, and the playful, nostalgic tone made it immediately memorable. It confirmed that we’re greater than burek – we’re a household of manufacturers that each one carry a narrative.
What does success appear like for you, not simply in numbers, however in goal or influence?
When somebody tells me our burek tastes like their grandmother’s, or when a household makes Baba’s Milk a part of their weekly store – that’s success. It’s about creating moments of nostalgia and belonging, not simply transactions.
How do you personally outline success, past income and progress metrics?
It’s steadiness and alignment. Having the ability to decide my children up from faculty, dance to Balkan music within the morning, and nonetheless develop a enterprise I’m pleased with. Success is constructing one thing that honours my tradition whereas letting me be current as a mum.
Are you able to share a problem or setback that in the end grew to become a turning level in your model?
Within the early days, promoting out felt like failure as a result of I used to be disappointing individuals. Then I realised it was truly proof of demand. That mindset shift turned a problem right into a motivator – it pushed me to scale and deal with it as an actual enterprise, not only a aspect hustle.
What each day habits or rituals maintain you targeted, artistic, and grounded as a pacesetter?
Espresso, Balkan music, and cooking. I begin day-after-day with a powerful espresso and a few music that will get me in an important temper. Cooking – even outdoors of enterprise – grounds me. And laughter with my children is the each day drugs that retains every little thing in perspective.
How do you strategy innovation and danger in your small business technique?
I see danger as a part of progress, however I take calculated steps. Whether or not it’s testing a brand new product in small batches or trialling one thing new earlier than scaling, I all the time begin small, take heed to the suggestions, after which increase. Innovation for me means evolving custom, not changing it.
What recommendation would you give to somebody beginning a enterprise in at the moment’s fast-changing digital world?
Don’t get caught up chasing each pattern. Digital platforms transfer quick, however what individuals all the time hook up with is authenticity. Share your story, present your values, and construct actual belief. That lasts longer than any viral second.
The place can our viewers join with you and be taught extra about your work or choices?
Instagram: @burek_on_wheels and @babas.milk
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