SoleShare has been set up Jack Clarke, who set up the community cooperative Catchbox scheme, and Theresa Douthwright, who runs a London oyster bar.
Thirty customers in Hackney, east London, signed up in September at the first collection for fish supplied by a Newhaven fisherman. Clarke hopes to set up more collection points in London next spring to offer Londoners fresh fish with full traceability.
Customers sign up to buy between 500 grams and two kilograms of fresh fish a week for a 10-week period.