For ALL Women and Girls: Entrepreneur Mariana Zabrian on bringing her traditional family recipe to households across Moldova
Mariana Zabrian, an entrepreneur from Moldova, has dedicated her entire career to preserving and promoting a valuable family recipe – the Babă Neagră dessert, a sweet, soft and porous cake. Inspired by the recipe passed down from her grandmother, Mariana, along with her mother and sister, transformed this family tradition into a business that brings the taste of childhood closer to people across Moldova.
From dream to reality: the first steps in entrepreneurship
It all started with Mariana’s desire to prepare a healthy dessert for her children. While seeking inspiration, she rediscovered her family’s recipe for Babă Neagră, a soulful tradition. What began as a gesture of care transformed into a business meant to bring this authentic dessert to the tables of many. Each slice carries a story of simplicity and joy.
Every Babă Neagră made by Mariana is the result of dedication, care and respect for her family’s culinary heritage. It all begins with preparing the wood-fired oven, whose gentle heat gives the dessert that unforgettable, unique flavor. The dough, made only from natural ingredients from her farm, is carefully poured into baking trays and then left to cook slowly for ten hours. The result? A soft, gelatinous interior and a fine, slightly caramelized crust that melts in the mouth. Each slice tells a story – about roots, passion and the joy of authentic flavors.
Challenges and successes
Starting a business based on tradition wasn’t easy for Mariana. One of her most significant challenges was maintaining the recipe's authenticity while reducing sugar and oil without losing the cake’s exceptional taste and texture. There were many trials and adjustments to find the perfect combination, but each step brought valuable lessons. Another difficulty was finding the right place for homemade desserts in Moldova’s sizeable commercial market. Instead of collaborating with supermarkets or restaurants, Mariana chose to sell directly at local markets and events, creating a close connection with her customers.
Participating in events like the Local Producers’ Fair organized by UN Women was a significant step for Mariana. These fairs provided her not only with an opportunity to sell the Babă Neagră dessert but also with a space to meet people, hear their feedback and better understand what they liked about her product. Every conversation with customers helped her improve the recipe and make the dessert even more loved by the public. Recommendations from those who tasted the cake became a highly effective marketing strategy, and thanks to them, Mariana managed to build a loyal customer base that appreciates her products and supports her business.
Reflecting on her journey, Mariana says: “At first, I wasn’t sure if people would love Babă Neagră as much as my family. But the enthusiasm and appreciation I saw at the fairs gave me confidence. I realized that traditions can thrive in today’s world.”
Mariana believes that entrepreneurship is a path filled with satisfaction but also challenges, requiring a careful balance between business and family life.
Recognizing the importance of financial support for growing the business, Mariana sought funding opportunities through local grant programmes. Through entrepreneurial networks and initiatives dedicated to women, she learned about the support available for small producers. With the help of UN Women and the Organization for Entrepreneurship Development (ODA), she secured a grant to invest in modern equipment and improve her production process.
"The grant provided by UN Women changed the game for our business,” explains Mariana. “It allowed us to invest in better tools, which made our work more efficient without straying from our traditions. Beyond providing financial support, the programmes connected me with other women entrepreneurs, giving me the confidence and knowledge I needed to grow my business."
UN Women supported the producers throughout the entire process. From project planning to meeting organizational requirements, team members confidently helped Mariana and other producers navigate the application process and expand their businesses.
The impact of Beijing+30 on empowering women
Mariana strongly believes that women entrepreneurs must have access to education, financial resources and effective sales channels to succeed.
"Many women have extraordinary ideas and talents, but they hesitate to take the first step,” she says. “I want to tell them: don’t be afraid to ask for help. There are organizations that truly support women in business, offering mentoring, training and funding. You’re not alone on this journey."
As her business continues to grow, Mariana aims to increase production and add new varieties to the product line, all while preserving the authenticity and quality of Babă Neagră. Her dream is to keep the family’s traditional taste alive while presenting it to a broader audience. Mariana knows that desserts made with love and respect for tradition can find a special place in modern gastronomy. Thus, every step she takes in developing the business is a tribute to the legacy left by her grandmother and a promise that these authentic flavors will reach as many homes as possible.
"I dream of the day when this dessert will be recognized internationally as part of our culinary heritage," she says.
An entrepreneur’s wish for all women and girls:
"I wish all women and girls the courage to follow their dreams, the strength to stay true to themselves and the joy of valuing their heritage, no matter the challenges they face,” says Mariana.
In 2024, UN Women supported women producers like Mariana through programmes designed to help them develop key business skills. This support focused on marketing, financial education, integration into supply chains, expanding access to larger markets and promoting eco-friendly business models. The programmes also offered the entrepreneurs financial vouchers to access services and purchase necessary equipment. Training sessions were also held, helping the women increase their self-confidence, improve their communication and leadership skills and acquire knowledge to expand their businesses.
