Potato is a critical food, nutrition, and industrial security crop in Nigeria. Smallholder farmers are heavily engaged in potato cultivation; however, the availability, accessibility, and affordability of improved potato varieties have hindered adoption and consequently threatened the livelihoods of farmers in Plateau State. Umudike Seeds, an Early Generation Seed (EGS) company, was established to produce EGS for root and tuber crops. By leveraging innovations and technologies developed by research institutes, the company aims to commercialize and scale the production of improved varieties, ensuring a consistent supply of clean and healthy planting materials. A key challenge faced by Umudike Seeds is the limited understanding of the potato value chain and the factors contributing to the low adoption of improved varieties. This gap in knowledge prevents the company from effectively producing and scaling these improved varieties in Nigeria. The aim of this study was to gain a deeper understanding of how economic, social, and environmental sustainability factors influence the adoption of improved potato varieties, how these factors affect farmers' livelihoods, and strategies to enhance adoption in Plateau State. Both primary and secondary data collection methods were employed to obtain key insights into the challenges. Primary data were collected through surveys, interview checklists, and systematic observations, while secondary data were sourced from relevant literature and reports, accessed through platforms such as Google Scholar, ResearchGate and ScienceDirect. The combination of these methods allowed for the triangulation of data. Quantitative data were analysed using SPSS, and profit and cost analysis, while qualitative data were processed using Nvivo. The findings of the study identified the economic, social, and environmental factors influencing the adoption of improved varieties, as well as the current level of adoption and the impact of these varieties on farm productivity. Further research highlighted the business case for adopting improved potato varieties, the potential integration of Sustainable Development Goals (SDGs) to promote potato production, and mechanisms to enhance adoption and improve the robustness, effectiveness, and efficiency of the value chain. Key recommendations were framed around three pillars: economic, social, and environmental considerations. A value chain approach was used to propose key intervention areas based on these pillars. This approach not only outlined a new structure for the potato value chain but also offered upgrading strategies aimed at ensuring its robustness, effectiveness, and efficiency in Plateau State. These interventions are expected to be implemented by key actors within the value chain, considering their respective strengths and roles. It is anticipated that, if responsibly executed, these interventions will enable each actor to contribute to the efficiency of the chain, delivering substantial benefits to all stakeholders involved.