Farmers Transport was the first company to be an accredited information provider to NAIT.
StockX breaks new ground too, and Jason says it's all about giving farmers as buyers and sellers of livestock more choice, control and flexibility, while also saving them money.
An online platform for livestock and other forms of agricultural trading as an alternative to the traditional agency model has "probably been thought about by a lot of people, for a long time", Jason says.
However, most haven't addressed the requirement of transaction security, elimination of middle-man margins and transparency.
"With what we've got, and what is still to come, I know we're going to deliver on a lot of those wishes of the past."
The beginnings of StockX was a meeting of minds.
Andrew Russell, a fifth-generation Hawke's Bay farmer, and John Cannon, a farm adviser, had conceived of a draft platform construction to allow farmers to trade between themselves with transparency and at lower cost.
They then went out looking to raise capital.
As it happens, the Roebucks had been thinking along very similar lines, and had got as far as giving their concept the working title of Agri-Trader.
"We'd been going through our own internal business planning in our family group of companies in preparation for development," Jason says.
"The question became: Do we compete or collaborate? We knew Andrew and his family, and John had been a customer of our transport business for years.
"In the end there seemed no sensible reason to compete so we came in as a cornerstone shareholder with John and Andrew in StockX."
Since its launch in September 2015, and subsequent signing of a partnership agreement with Federated Farmers last November, more than 1600 farmers around the nation have registered with StockX.
It's free to register and list livestock for sale or wanted to buy. The cost is low and known upfront: a 2.5 per cent commission on any stock sold.
For speed and convenience farmers, like other Kiwis, are increasingly going online for all manner of dealings - banking, buying goods and services, booking flights and hotels.
StockX might be regarded as a kind of Trade Me for livestock but while Jason says it's flattering to be likened to such a successful business, "StockX manages the transaction piece considerably differently, with enhanced security for the farmer.
"Livestock descriptions are standardised category and class of livestock, and form the warranty from seller to buyer and that is what will be delivered to the buyer's property."
The buyer's money goes into an audited trust account within 24 hours of the sale and purchase being entered in the system.
"The seller knows the money is held, and will arrive, upon delivery of the livestock whereas under the traditional model it could be paid through anything from 14-21 days later.
"The buyer knows the funds won't be released from the trust account until the stock have been delivered and the buyer is happy," Jason says.
"Beyond that, you also know who you are dealing with. You can see the name of their farm, their location, farm type and contact details. We encourage direct contact and support a transparent, secure transaction process."
With some online platforms, all you have for recourse is an email address. With StockX you have access to their experienced team to support any aspect of your trading experience.
Unlike an auction, in StockX you get to choose who you sell to. It doesn't have to be the highest bidder.
This can allow for sales to be preferred to an aligned supplier or shareholder group.
The farm profile also gives a buyer information about the property the animals are coming from.
"If you're looking for hill country cattle, for example, you want to know the cattle are coming from a hill country proposition."
Stock can be bought or sold in the traditional way of $/per head, $/per kilo, from farm scales or truck weigh.
Stock bought on $/per kilo basis can have a cap applied so the buyer can be sure never to be caught spending more than their pre-determined $/per head.
Jason says transactions done on the national, digitalised, standardised platform have many advantages over deals done the old way, where details were not always black and white, "particularly when you have animals quoted between multiple parties before they're transacted".
"That's where disagreements arise from; people remember what they want to remember," Jason says.
"The intermediary or agent is compelled to act essentially what's best for their pocket. If you don't believe that - read their terms and conditions."
StockX has dispute resolutions processes "but they've yet to be triggered for anything of any material nature".
Jason, his team and the mainly farmer investors behind StockX, are already well advanced looking at how the digital platform can be used for transactions of other agricultural products and services.
"One I can speak about is development of a prime stock platform which will enable farmers to put offers of prime stock directly to processors, and processors to put up orders for specific lines of livestock relative to the orders they may have for export or local markets.
"We've been engaging with the processors nationally to make sure the system functionality we have developed is both fit for current purpose, and provides scope for the optimisation of transactions."
So, an interesting journey so far, with a lot more value for farmers to be delivered down the road.