iberry Group has scaled from a 40-sqm ice cream shop to 22 food brands with 160+ outlets and 4,000+ employees. Founder Atchara Buraraksa emphasizes sustainable growth through waste reduction (repurposing chicken scraps into new menu items, converting broken ceramics into new tiles, switching to glass bottles), supply chain relationships with local farmers, and balancing environmental responsibility with business viability. The case offers practical SME playbook for scaling while maintaining operational efficiency and sustainability.