The Little Potato Co., based in Edmonton, AB, owns the exclusive rights to six varieties of smalls — with several more in the pipeline. Co-founders and father-and-daughter team Jacob van der Schaaf and Angela Santiago are always on the search for new and unique little potatoes, earning them the nickname of Global Potato Hunters.

“When my dad came to Canada from Holland, he couldn’t find the potatoes he’d grown up with,” said Ms. Santiago, chief executive officer.

In 1996, they decided to test the market for little potatoes. “We wondered why little ones weren’t being done on mass production,” she said.

Angela Santiago, president and chief executive officer of The Little Potato Co.The journey began with a one-acre test plot they grew and harvested by hand. From sorting, washing and bagging the first crop, they took them to farmers markets and restaurants. The little potatoes were a hit. Very early on they had one retailer buy their whole 30-acre plot.

“Dad had the foresight to tie the end product to genetics. If you look at the history of the potato, it was originally small and colored,” she continued. “Every year we are seeing potato consumption go down. We want to honor and save the little potato and bring back authentic flavor.”

Today the company grows a 12 supply with growers in five Canadian provinces: Alberta, Saskatchewan, Ontario, Nova Scotia and Prince Edward Island. It also has growers in Florida, California, Arizona, Georgia and Washington. “We are growing in the U.S. and are looking at U.S. production as well,” said Ms. Santiago.

Its smalls can be seen throughout Canada at major retailers, and it also supplies private label. The company continues to expand into the U.S. market.

“I love it. It’s an honorable way to make a living — providing healthy nutrition to people,” said Ms. Santiago. “Potatoes can positively impact health and we also want to make a mark trying to refresh the category.”

Ms. Santiago credits people wanting to try new things — colors, shapes and tastes — as well as the marriage of convenience and health for the success of the little potato. “The key is the busy gatekeeper that has a job, kids and wants to provide a healthy meal,” she said. “We want to contribute to that healthy meal.”

The company has introduced a new product for those busy people: five-minute microwaveable, skin-on little potatoes with a pre-mixed seasoning. The Potato Jazz line is available in garlic and parsley, zesty Italian and savory herb. There is also a chipotle fingerling seasoning that is available exclusively in the U.S. market.

The small but mighty potato offerings include the Terrific Trio, a mix of red, yellow and blue potatoes; Piccolo, a Dutch variety touted for its extra creamy center; and Blushing Belle, a red-skinned yellow potato.

The Little Potato Co. markets itself and shares its fun personality with contests, an Ask the Chef section, how-to videos and a robust recipe bank available on its website, littlepotatoes.com, and via social media. The company also gives back to the community that helped build it by donating over 2,000 pounds of potatoes each month to a food bank.

“I really see the category changing, and I believe it will be predominantly smalls and specialties 10 years from now,” said Ms. Santiago.