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Full Circle counts about 18,000 members of its organic food delivery service.

Well, it is not quite an episode of Green Acres.

But Michael Smith, the longtime e-commerce and Internet executive who previously led, Land’s End and, is headed to the farm. Literally.

Michael Smith

Smith has taken over the CEO post at Full Circle, one of the leading organic farms and food delivery companies on the West Coast.

That’s a far cry from Smith’s last job, serving as CEO of high-end online handbag rental service Avelle.

But Smith tells GeekWire that he’s excited about the new position, calling the food delivery market a “really interesting space that is heating up.” It is also yet another example of how the online and physical worlds are combining.

Full Circle already boasts a robust Web site, and adding someone with Smith’s online retail experience will certainly be interesting to watch.

In Seattle, Full Circle competes against the likes of Amazon Fresh, though the online retailer’s offering is different since it sells a full slate of groceries in addition to fresh produce. A number of other services, including New Roots Organics, also offer fresh produce from local farmers in the Seattle area.

Full Circle focuses on organic produce, serving about 18,000 customers in Washington, Idaho and parts of Alaska and the San Francisco Bay Area. Pricing ranges from $23 to $45 per week in the Seattle area, with customers able to request home delivery or pick-up at the farm. Boxes right now include items such as Honeycrisp apples, black plumbs, broccoli, red chard and rainbow carrots.

As a result of Smith’s appointment, Full Circle founder Andrew Stout will remain as chairman and chief farmer at the company’s 400-acre farm in Carnation. Stout said that Smith is the right CEO “to bring the good food life to more dinner tables and families in every market we serve.”

Smith added: “Full Circle has been evolving over the years from a small family farm into a thriving multi-state business, without ever straying from their core values and vision.”

Here’s more on Full Circle from Stout who notes that the company’s goal is to “change the food system” for the better.


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