For some, interested in good nutrition, buying fresh and supporting local agriculture, shopping once a week or so at a farmers market has become a habit.

But for others, good intentions are outweighed by convenience - it's so much easier to drop by the 24-hour grocery store than to remember to get to the farmers market at a certain day and time.

Still others would like to do more to help farmers, to offer them a guaranteed market for whatever they produce.

O'ahu Fresh was formed to bring together these seemingly diverse ideas. Founded by farming consultant Matt Johnson and conservation planner Lisa Schofield, the new startup forms a link between farmers and shoppers. A very hands-on link.

Each Wednesday afternoon, as farmers set up their stalls for the weekly market at Blaisdell Exhibition Hall, Johnson and Schofield roam among the trucks and tables, lugging boxes filled with greens, carrots, herbs, onions — whatever's most plentiful. They're filling the orders of 10 or so customers who, that day, will receive a grab bag of produce delivered to their door (in many cases, their office door).

It's similar to an idea prevalent in some East Coast rural areas, called Community Supported Agriculture. But in that case, individuals invest in a farm's harvest in advance, and may even help with some of the work, and they generally know what they're getting.

With O'ahu Fresh, customers receive whatever's plentiful that week for a weekly subscription of $20 (plus a one-time $5 registration fee), though they can consult a weekly e-mail newsletter and make special purchases "outside the bag," if they wish, Johnson said.

"Right now, the only thing we're doing is being a matchmaker between customers and farmers. We pay the farmers up front on Friday, do the pickups and deliveries on Wednesday," he said. "We're kind of a roving supermarket."

And the farmers appreciate getting paid up front and knowing that their most plentiful items will sell out.

It's Johnson and Schofield's hope, however, that they'll be able to foster communication between farmers and customers, so that farmers might turn some of their land to growing foods that people want.

A typical O'ahu Fresh delivery might include lettuce, tomatoes, sweet potatoes, Japanese cucumbers, papayas, bananas, corn, even cream cheese, butter, herbs, sausages, coffee or sea asparagus.

Deliveries are available now only in the greater Honolulu area, from Chinatown to Kaläkaua Avenue, but O'ahu Fresh is open to expanding its territory if it can find clusters of customers.

Johnson said O'ahu Fresh works best for families of at least two or up to four, and some customers are unrelated groups in offices who divide up the produce based on preferences.

Also planned for the future: Recipes on how to use some of the less-familiar produce. "Even I don't know what to do with some of these things," said Johnson.