The family legacy that fuels Burek on Wheels’ mouthwatering success

Lepa Flaiban transformed personal heartbreak into a thriving culinary business. Here is how Burek on Wheels drove her Balkan family legacy all the way to the Sydney Opera House.

Over the past 15 years, food trucks have become a popular phenomenon in Australia. However, as the industry matures and competition increases, behind-the-wheel entrepreneurs are finding that survival requires a multi-pronged plan. Passion also helps.

Sydney-born Lepa Flaiban, founder of Burek on Wheels and Baba’s Milk, embodies this movement. Her two businesses, built from scratch and inspired by her family’s Balkan heritage, began during one of the most painful periods of her life. After her father passed away, Flaiban sought a way to channel her sorrow into a flavourful legacy.

“I needed something that gave me purpose and kept me connected to my family and culture,” says Flaiban. “Food had always been how we showed love, so I began sharing the burek my mother, affectionately known as Baba, had made throughout my childhood.”

What started as a food truck has since grown into a full-fledged culinary business spanning catering, retail products, private events and cultural pita-making workshops. Flaiban says that her mission statement is: “To make every customer feel like family.”

As Burek on Wheels flourished, Flaiban later launched Baba’s Milk, an Australian-made flavoured milk brand created as a tribute to her mother. It proved an instant hit, and is now sold at the Sydney Opera House, LaManna Supermarket, and independent retailers across Australia.

Building two brands without major investors has been a strain, but Flaiban says it has been worth it, seeing her culture reach more audiences. Aside from commercial milestones, Flaiban says her driving force remains continuing tradition and bringing communities together.

Burek on Wheels introduces many Australians to authentic Balkan staples, from traditional stuffed cabbage rolls called sarma to kiflice, which are soft crescent pastries baked with cheese.

“I want my children to see that pain does not have to be the end of your story,” she says. “It can become the beginning of something meaningful.”

How did the idea for Burek on Wheels first come about?

After losing my father, I needed something that gave me purpose and kept me connected to my family. Food had always been how we showed love, so I began sharing the burek my mother, affectionately known as Baba, had made throughout my childhood. What started with one food truck grew into catering, retail frozen burek and cultural pita-making workshops. Baba’s Flavoured Milk followed as another way to celebrate my mother and create a product that could carry our family story far beyond our kitchen.

Which lessons from your upbringing shape how you lead today?

My parents migrated to Australia from Bosnia with very little and without speaking English. They taught me that hard work, faith, and generosity could take you further than privilege ever could. My father always said, “Open your door to everyone,” and that philosophy remains at the heart of everything I do. I lead with warmth and try to make customers, staff and business partners feel like family. My parents taught me that success means very little if you cannot use it to help others.

Looking back, which milestone are you most proud of?

I am proud that I built two brands from scratch without industry connections, or a corporate team. Seeing Baba’s Milk stocked at the Sydney Opera House, LaManna Supermarket and independent retailers across Australia has been surreal. Our frozen burek has also entered retail, while our pita workshops have taken Balkan culture to cities around Australia. However, my proudest achievement is seeing my mother’s face on a can and watching people connect with her. She represents migrant mothers everywhere whose sacrifices often go unseen.

What has been your toughest challenge in business so far?

The greatest challenge has been building while grieving, raising my children, caring for my mother, and facing rejection in a highly competitive, male-dominated industry. I have often felt overlooked and underestimated, but I continued showing up. I learned that rejection isn’t always a sign to stop; sometimes it redirects you toward the right opportunity. Resilience is not about never feeling defeated. It is about continuing even when you are afraid, exhausted, or unsure of the outcome.

What is your ultimate “why”?

My “why” is legacy. I want to honour my parents and show the young generation and families that their food, culture and stories deserve space on mainstream shelves. I am also driven by women who feel overlooked or believe they have missed their opportunity. If my journey helps one person believe in themselves again, then the work has a purpose beyond profit.

Beyond the bottom line, what impact do you hope to leave on the community?

I want my businesses to preserve culture while bringing people together. Our workshops are not simply cooking classes; they are experiences where generations connect through food, music, stories, and laughter. Through Baba’s Milk, I also want to support young athletes, community organisations and people who may not otherwise receive recognition. I believe businesses should give as they grow. My goal is for people to feel represented, welcomed, and proud of where they come from whenever they encounter our brands.

What is your boldest goal for the next five years?

My boldest goal is to make Baba’s Milk a recognised Australian export and build a legacy brand that reaches consumers internationally. We are already exploring opportunities across Asia and other global markets, and I want to expand our flavours and retail presence while remaining proudly Australian-made. I also want Burek on Wheels and our frozen burek range to introduce Balkan food to a much wider audience. Growth matters, but I never want the businesses to lose the family story that made people love them.

Visit burekonwheels.com.au and babasmilk.com.

---

Want to see more Forbes articles on your feed? Tap here to make Forbes Australia a preferred source on Google.

Look back on the week that was with hand-picked articles from Australia and around the world. Sign up to the Forbes Australia newsletter here or become a member here.