My brother-in-law (and next door neighbor) owns a logistics trucking company (that mostly ships for my father-in-law's hay company, which is the largest exporter in the US). My father-in-law is the largest exporter of anything out of Utah, and loads all of his trucks back up from the port, making him one of the largest importers. In short, they do a lot of business.

I talked with them at length about this exact idea, and they had me convinced that the Uber model doesn't necessarily make sense in this space.

First of all, there's no network effect or immediacy required (a la Uber). Basically you're just contracting out trucking companies, and there are a bunch of different ways you can already do that, even online. It's not a simple push-button order, and generally the ordering is done based on relationships.

So basically this company is putting that ordering process into an app. I'm not sure if there is a big enough of a differentiation to make a difference. But I wish them luck.