WASHINGTON – On the Fly brings locally produced, healthful food to downtown Washington, D.C., but what makes this venture different is that consumers can purchase the food from a “smartkart” (mobile) street vendor or a “smartkafe” (brick-and-mortar location).

“People are used to a much higher quality street food experience than you can get in D.C.,” said Gabe Klein, who founded On the Fly with two friends. “We looked at that need and said that is something we can fill.”

On the Fly targets earth-loving, health-conscious, exercising, frugal-but-affluent urbanites with its homemade hummus, and four-soy salad with tofu and shiitake mushrooms, organic smoothies and fresh-cut pineapple, The Washington Post reports.

“It’s Whole Foods meets 7-Eleven,” said Michel Heitstuman, On the Fly’s finance chief.

Thus far, two smartkarts are in service: the Diego, which specializes in Latin food, and the Smokin’ Joe, who offers a barbecue menu. Later this month, a third smartkart, Ms. Miyagi, which will have an Asian Fusion menu, will join the fleet. The two smartkafes have locations in the city.

“Our business plan is to provide great food for people of D.C. and other cities as we move forward in an environmentally conscious way,” Klein said. “We are trying to provide a healthy alternative where people live, work and play in high-density areas with the highest traffic. And if we do the right thing for our customers, and do the right thing for the environment, they we will get a good return.”