About Us

About Us

AgPricing a boutique pricing consultancy focuses on Agribusiness. AgPricing helps various agriculture businesses to improve their profit through PRICING excellence.Our team comes from the Agri industry. Former pricing leaders in Syngenta and ADAMA. 

We emphasize the ‘buy-in’ process of  commercial/marketing teams. Providing hands on approach + tangible results to improve pricing.


Ofer Levi

Founder and Chief Executive Officer of Power of Pricing

Ofer managed the pricing operation of ADAMA Europe, transforming the company’s pricing capabilities. Ofer has extensive commercial experience, marketing and strategy from ADAMA.

He was responsible for business development projects in Syngenta.

Ofer brings in strong commercial pricing capabilities and analytical skills.

BBA College of Management, Israel

Based: Switzerland

Björn Willemsens

Throughout his career, Björn is active as a consultant in the domain of Commercial Excellence. Including consulting projects in Syngenta and Bayer

Björn brings wide selection of pricing experience, including Channel incentive strategy and Portfolio pricing and Commercial Terms redesign for Agri-Chem company

Bjorn is a professional coach and trainer and has extensive experience in workshop facilitation and interviews


MBA, VLERICK, Leuven/Ghent, Belgium – cum laude

MA in international/humanitarian law, University of Freiburg, Switzerland – magna cum laude

MA in law, Vrije Universiteit Brussel, Belgium – cum laude

Based: Belgium 

Ian Tidswell

Ian is Independent consultant focusing on B2B Pricing.

Ian was the Global Head of Pricing in Syngenta where he built and lead a team that transformed pricing processes and capabilities.

Prior to Syngenta, Ian was pricing transformation leader in Medtronic and Head of business consulting of Vendavo in Europe 

Ian brings his powerful problem solving skills honed at Harvard and McKinsey & Company.


Education: Ph.D Physics Harvard;
B.Sc Physics Imperial College London

Based: Switzerland

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