He was a younger son of Robert ap Rhys of Plas Iolyn near Ysbyty Ifan, the chaplain to Cardinal Wolsey.
His grandfather Rhys Fawr ap Maredudd had fought (and thought to have carried the red dragon flag) at Bosworth with Henry VII .
[2][3] In 1535 he was appointed visitor of monasteries in Wales by Thomas Cromwell and played a leading role in their subsequent destruction.
[3] Other offices included Custos Rotulorum of Merionethshire from 1558/59 to 1577 or later, member of the Council in the Marches of Wales from 1560 to his death, and Master in Chancery extraordinary.
When Queen Elizabeth gave the lordship of Denbigh as a gift to Robert Dudley, 1st Earl of Leicester in 1564, Price, as steward of the estates, carried out acts of oppression in the area.