EDMONTON, CANADA - It’s been 27 years since Angela Santiago, Co-Founder and Chief Executive Officer of The Little Potato Company, and her father started the company with a lot of elbow grease and a simple idea: to grow little potatoes. All these years later, the leader sat down to discuss what has changed, what has stayed the same, and what has enabled the supplier to remain successful over almost three decades.
“We planted, grew, and harvested our first acre by hand and then went and washed it in a bathtub,” Angela says, reminiscing on The Little Potato Company’s inception. “After that, we took the potatoes to local delis in Edmonton, Alberta, to get some feedback on the product and said, ‘Here, put it in your deli. You can keep the money.’ We also did a few restaurants; the chefs were very excited about it. That’s when we first realized we were onto something.”
The company’s first big order came from a local Alberta retailer who saw the product Angela and her father were growing and took all they had available. As they say, the rest was history. From there, the pair put in even more hard work, evolving the business to where it is today, with over 14,000 acres, three facilities, and more than 400 workers, all of whom are treated like family.
Besides dedication, The Little Potato Company has continued to grow thanks to its core principles, which it holds dear.
“What we ask ourselves is, ‘what is the company doing to leave the world a better place?’ That led us to our purpose: to feed the world better,” explains Angela. “We articulated our values at the beginning of the business, so that, I would say, is the foundation of the company and why most of us get up in the morning. There is a higher level of accountability here because we are privileged to be in produce, growing products that are good for people and bring happiness to their homes and meals.”
While that is the foundation of The Little Potato Company, the business’ family nature holds everything together. Not only is the company still a family-owned operation, but the potatoes are grown on family farms, and everyone, from associates to partners, is treated like they are part of the clan.
“There is a sort of handoff of the potato as it moves through the value chain of going from family to family to family, ending with the one that picks it up in the store and brings it home,” Angela articulates.
All of this has led to what is coming next for The Little Potato Company: a brand refresh.
Focusing on retailers and the end consumer, the supplier is taking its lineup of all proprietary Little potato varieties and putting them in fun, vibrant, approachable packaging that also offers convenience for families on the move. Instead of utilizing little potatoes for special occasions, The Little Potato Company wants shoppers to make every day worth celebrating with its variety of high-quality offerings specially bred to meet consumers’ needs.
“Looking at potatoes in general, except pandemic years, the category has been on the decline for decades,” adds Angela. “The little potato set is the only one that has seen growth, and we want to take advantage of that to breathe new life into the potato category. That makes us a great partner for retailers who want to give their shoppers products that are easy to make and can bring the whole family together.”
To help support this growth, The Little Potato Company is also building a new facility in Edmonton, Alberta, which will improve product quality, throughputs, and the ability to service its customers better, led by another family member, Frank Santiago.
Want to get a peek at the brand refresh? Check out our previous coverage here, and stick with AndNowKnow as we share more exciting details.
