We’re excited to welcome Luiz Beling as the newest addition to the AgVend Board of Directors. His addition marks an important moment for our company and for the ag retail partners we serve every day.

When we opened this board seat, we weren’t simply looking for an experienced executive in our industry. We were looking for someone who deeply understands the ag retail channel and supply chain, has lived the complexities of serving growers, navigated the realities of short operational windows, and partnered closely with the trusted advisors who sit at the center of every successful farming operation.

Luiz brings exactly that.

With more than 25 years of experience across the agricultural supply chain, Luiz has spent his career building strategies and partnerships that help retailers and farmers succeed. He currently serves as CEO of Apeel Sciences, and his previous leadership roles at Farmer’s Business Network, Bayer Crop Science and Monsanto give him a uniquely broad view of how the industry works and where it’s going.

A Perspective Rooted in the Channel

Over the course of his career, Luiz has experienced firsthand just how essential ag retailers are to growers. As he shared with us:

“Retailers are the true trusted advisors. They understand what farmers need to plan, manage, and operate efficiently, especially in the short windows that matter most.”

It’s a belief that aligns with AgVend’s core premise. The retailer–grower relationship is the backbone of modern agriculture. It’s where decisions are made, where trust is built, and where the day-to-day realities of farming come to life.

Luiz’s experience working across multiple organizations, each with a different lens on the supply chain, reinforced that understanding. He’s seen how strong channel partnerships create better outcomes for farmers, and how the right combination of people, data, and tools can help operations run more smoothly.

That is where Luiz sees AgVend making an impact:

“AgVend strengthens the retailer–farmer relationship by making retailers more efficient, more informed, and better equipped to help farmers run profitable businesses.”

Why AgVend, Why Now

In our conversations with Luiz, he spoke about what stood out as he got to know AgVend:

“I’ve been impressed with what AgVend has built—especially a platform designed with retailers at the center. It shows in how you’re seen in the marketplace and in the consistently high customer retention and engagement you’ve maintained while growing.”

For us, this feedback matters deeply. We’ve built our platform in lockstep with ag retailers, not around them, and certainly not in place of them. Every feature, integration, and workflow is designed to equip teams to serve growers better, faster, and more collaboratively.

Luiz recognized that immediately. And he brings a perspective shaped by two and a half decades of firsthand industry experience: the belief that technology should enhance trusted relationships, not replace them.

Strengthening Our Path Forward

Luiz joins our board at a meaningful time for AgVend and for the industry. Retailers are navigating increased operational complexity, rapidly evolving customer expectations, and tighter windows to deliver service at the farmgate. At the same time, new opportunities are emerging to streamline processes, align teams, and use data to make better decisions in real time.

“As we continue building the digital infrastructure for the physical ag supply chain, board leadership matters. Luiz’s experience, both strategic and operational, will help guide our decisions as we scale our platform, deepen integrations and industry partnerships, and continue strengthening the tools that retailers and their customers rely on every day,” said Alexander Reichert, CEO of AgVend.

We’re incredibly grateful to have Luiz at the table. His insight, candor, and genuine respect for the channel will be invaluable as we continue working alongside our partners to set a new standard for customer engagement in ag retail.

Welcome to AgVend, Luiz

Please join us in welcoming Luiz Beling to the AgVend Board. We’re honored to work with him and excited for the perspective he brings to our mission.

Learn more about Luiz: https://www.linkedin.com/in/luizbeling/