As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Lepa Flaiban.
Lepa Flaiban is the dynamic founder of Burek on Wheels and Baba’s Milk, two fast-growing Sydney-based brands bringing the warmth, flavour, and heritage of Balkan cuisine to Australian tables.
The daughter of Serbian immigrants, Lepa grew up surrounded by hard work, resilience, and culinary traditions that had been passed down through generations. After her father’s passing in 2019 and amid the challenges of COVID, she channelled 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 evolved into a thriving business, catering weddings, selling out at events, and stocking supermarkets with her signature burek.
In 2024, Lepa expanded her entrepreneurial journey with the launch of 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 sold out in its first release and cemented Lepa’s reputation as an innovator in Australia’s food and beverage space.
Celebrated as Australia’s Princess of Balkan Soul Food, Lepa is more than a businesswoman—she is a cultural storyteller, weaving resilience, heritage, and motherhood into every creation. Through her work, she continues to honour her roots while inspiring the next generation, one burek and one bottle of Baba’s Milk at a time.
In this interview, she opens up about the strategies, challenges, and key turning points that have fueled her decade-long career in the digital business space.
What inspired you to start your business, and what problem were you passionate about solving?
Losing my dad in 2019 really shifted everything for me. I was grieving, raising two young kids, and questioning what I wanted my life to look like. When COVID hit, I felt this urgency to do something meaningful and reconnect with my roots. Buying a food truck and starting Burek on Wheels was a leap of faith, but it gave me purpose. I wanted to share the flavours and comfort of my culture with others, especially at a time when people craved connection and soul food the most.
How has your business evolved since its launch, and what key decisions have helped drive that growth?
It began with me making burek at home and delivering it around Sydney. Demand grew quickly – from locals to wedding catering, to stocking supermarkets. One key decision was to lean into that demand instead of holding back. Another was launching Baba’s Milk in 2024, inspired by my childhood flavours and dedicated to my mum, who’s always been the true Queen of our kitchen. Both moves allowed me to evolve from a one-woman food truck into two fast-growing brands.
In your view, what truly sets your brand apart in today’s competitive market?
Authenticity and story. Everything we do comes from real tradition and lived experience – my mum’s recipes, my dad’s work ethic, and my own journey of loss and rebuilding. People feel that. They’re not just buying burek or chocolate milk; they’re buying into heritage, resilience, and heart.
What has been your most effective marketing strategy to date, and why do you think it worked so well?
Storytelling. Sharing my personal journey alongside the food itself. People connect to the human side just as much as the product. When Kyle Sandilands called Baba’s Milk “the greatest choccy milk,” it was amazing publicity, but what really sustains growth is that emotional connection with customers.
How do you stay connected to your ideal audience and understand their needs or behaviors?
By listening. Every DM, every comment, every request has shaped our journey. Community has always been my biggest compass.
What’s one branding move or campaign that helped elevate your business to the next level?
Launching Baba’s Milk. It wasn’t just a product, it was a brand move that captured imagination. Dedicating it to my mum gave it authenticity, and the playful, nostalgic tone made it instantly memorable. It showed that we’re more than burek – we’re a family of brands that all carry a story.
What does success look like for you, not just in numbers, but in purpose or impact?
When someone tells me our burek tastes like their grandmother’s, or when a family makes Baba’s Milk part of their weekly shop – that’s success. It’s about creating moments of nostalgia and belonging, not just transactions.
How do you personally define success, beyond revenue and growth metrics?
It’s balance and alignment. Being able to pick my kids up from school, dance to Balkan music in the morning, and still grow a business I’m proud of. Success is building something that honours my culture while letting me be present as a mum.
Can you share a challenge or setback that ultimately became a turning point for your brand?
In the early days, selling out felt like failure because I was disappointing people. Then I realised it was actually proof of demand. That mindset shift turned a challenge into a motivator – it pushed me to scale and treat it as a real business, not just a side hustle.
What daily habits or rituals keep you focused, creative, and grounded as a leader?
Coffee, Balkan music, and cooking. I start every day with a strong coffee and some music that gets me in a great mood. Cooking – even outside of business – grounds me. And laughter with my kids is the daily medicine that keeps everything in perspective.
How do you approach innovation and risk in your business strategy?
I see risk as part of growth, but I take calculated steps. Whether it’s testing a new product in small batches or trialling something new before scaling, I always start small, listen to the feedback, and then expand. Innovation for me means evolving tradition, not replacing it.
What advice would you give to someone starting a business in today’s fast-changing digital world?
Don’t get caught up chasing every trend. Digital platforms move fast, but what people always connect to is authenticity. Share your story, show your values, and build real trust. That lasts longer than any viral moment.
Where can our audience connect with you and learn more about your work or offerings?
Instagram: @burek_on_wheels and @babas.milk
