VITL insider buying and SEC filings, explained
Vital Farms, Inc. · CIK 1579733
Tracked: Forms 3/4/5, 8-K, NT · All filings on sec.gov
Company profile
- Exchanges
- Nasdaq
- Industry (SIC)
- Food and Kindred Products
- State of incorporation
- DE
- Fiscal year end
- Dec 27
Insider activity in the last 12 months
Bought
$608K
Insiders who bought
11
Sold (not marked 10b5-1)
$0
Planned sales (10b5-1)
$4.2M
Insider purchases and sales, last 12 months
| Traded | Type | What was filed | Source |
|---|---|---|---|
| May 19, 2026 | Purchase (code P) | Hoven Reena Chauhan Van (Chief People Officer) bought 2,242 shares at $8.92 ($20K), reported as a purchase (code P). Holdings up 10% to 25,827 shares. Not marked as a 10b5-1 plan trade. | SEC filing Filed May 21, 2026 |
| May 18, 2026 | Purchase (code P) Amended filing | Glenda J Flanagan (Director) bought 6,100 shares at about $8.33 ($51K), reported as a purchase (code P). Holdings up 19% to 37,498 shares. Not marked as a 10b5-1 plan trade. This amends a filing from May 20. | SEC filing Filed May 21, 2026 |
| May 14, 2026 | Purchase (code P) Amended filing | Kelly J. Kennedy (Director) bought 2,500 shares at about $8.40 ($21K), reported as a purchase (code P). Holdings up 12% to 22,927 shares. Not marked as a 10b5-1 plan trade. This amends a filing from May 18. | SEC filing Filed May 21, 2026 |
| May 14, 2026 | Purchase (code P) Amended filing | William B. Cyr (Director) bought 6,000 shares at about $8.52 ($51K), reported as a purchase (code P). Holdings up 77% to 13,794 shares. Not marked as a 10b5-1 plan trade. This amends a filing from May 18. | SEC filing Filed May 21, 2026 |
| May 14, 2026 | Purchase (code P) Amended filing | Joseph Michael Holland (Chief Supply Chain Officer) bought 12,484 shares at about $8.00 ($100K), reported as a purchase (code P). Holdings up 49% to 38,150 shares. Not marked as a 10b5-1 plan trade. This amends a filing from May 18. | SEC filing Filed May 21, 2026 |
| May 15, 2026 | Purchase (code P) | Stephanie Coon (Chief Strategy Officer) bought 5,895 shares at $8.42 ($50K), reported as a purchase (code P). Holdings up 10% to 62,314 shares. Not marked as a 10b5-1 plan trade. | SEC filing Filed May 19, 2026 |
| May 15, 2026 | Purchase (code P) | Kofi Owusu Amoo-Gottfried (Director) bought 2,375 shares at $8.45 ($20K), reported as a purchase (code P). Holdings up 8% to 31,061 shares. Not marked as a 10b5-1 plan trade. | SEC filing Filed May 19, 2026 |
| May 13, 2026 | Purchase (code P) | Gisel Ruiz (Director) bought 6,151 shares at $8.13 ($50K), reported as a purchase (code P). Holdings up 15% to 46,549 shares. Not marked as a 10b5-1 plan trade. | SEC filing Filed May 19, 2026 |
| May 14, 2026 | Purchase (code P) | Kathryn McKeon (CMO and GM, Butter) bought 604 shares at $8.28 ($5K), reported as a purchase (code P). Holdings up 1% to 50,275 shares. Not marked as a 10b5-1 plan trade. | SEC filing Filed May 18, 2026 |
| May 14, 2026 | Purchase (code P) | Peter Nicholas Pappas (President / COO) bought 3,500 shares at $8.51 ($30K), reported as a purchase (code P). Holdings up 4% to 85,169 shares. Not marked as a 10b5-1 plan trade. | SEC filing Filed May 18, 2026 |
| May 13, 2026 | Purchase (code P) | Denny Marie Post (Director) bought 3,000 shares at $8.23 ($25K), reported as a purchase (code P). Holdings up 18% to 19,312 shares. Not marked as a 10b5-1 plan trade. | SEC filing Filed May 15, 2026 |
| Mar 2, 2026 | Planned (10b5-1) Amended filing | Matthew Ohayer (10% owner) sold 15,000 shares at about $20.33 ($305K), marked as a 10b5-1 plan trade. Holdings down <1% to 6,326,190 shares. This amends a filing from Mar 4. | SEC filing Filed Mar 13, 2026 |
| Mar 9, 2026 | Purchase (code P) | Karl Khoury (Director) bought 5,000 shares at about $18.45 ($92K), reported as a purchase (code P). Holdings up 4% to 119,789 shares. Not marked as a 10b5-1 plan trade. | SEC filing Filed Mar 11, 2026 |
| Mar 2, 2026 | Purchase (code P) | William B. Cyr (Director) bought 4,750 shares at about $20.70 ($98K), reported as a purchase (code P). Holdings up 156% to 7,794 shares. Not marked as a 10b5-1 plan trade. | SEC filing Filed Mar 4, 2026 |
| Feb 2, 2026 | Planned (10b5-1) | Matthew Ohayer (Chair and Director) sold 20,000 shares at about $27.91 ($558K), marked as a 10b5-1 plan trade. Holdings down <1% to 6,341,190 shares. | SEC filing Filed Feb 4, 2026 |
| Jan 2, 2026 | Planned (10b5-1) | Matthew Ohayer (Chair and Director) sold 25,000 shares at about $30.85 ($771K), marked as a 10b5-1 plan trade. Holdings down <1% to 6,361,190 shares. | SEC filing Filed Jan 6, 2026 |
| Dec 15, 2025 | Planned (10b5-1) | Matthew Ohayer (Chair and Director) sold 5,000 shares at $35.25 ($176K), marked as a 10b5-1 plan trade. Holdings down <1% to 6,386,190 shares. | SEC filing Filed Dec 17, 2025 |
| Dec 15, 2025 | Planned (10b5-1) | Russell Diez-Canseco (CEO and Director) sold 16,734 shares at about $35.05 ($587K), marked as a 10b5-1 plan trade. Holdings down 3% to 649,684 shares. | SEC filing Filed Dec 17, 2025 |
| Dec 1, 2025 | Planned (10b5-1) | Matthew Ohayer (Chair and Director) sold 25,000 shares at about $33.17 ($829K), marked as a 10b5-1 plan trade. Holdings down <1% to 6,391,190 shares. | SEC filing Filed Dec 3, 2025 |
| Nov 3–4, 2025 | Planned (10b5-1) | Matthew Ohayer (Chair and Director) sold 30,000 shares between Nov 3, 2025 and Nov 4, 2025 at about $32.90 ($987K), marked as a 10b5-1 plan trade. Holdings down <1% to 6,417,070 shares. | SEC filing Filed Nov 5, 2025 |
42 routine transactions (such as grants, option exercises or tax withholding) are not listed.
Cluster buys
10 insiders bought in 30 days
$417K in purchases since May 13, 2026 · Purchases traded May 13, 2026 to May 19, 2026 · Closed
| Insider | Value | Traded | Source |
|---|---|---|---|
| Denny Marie Post (Director) | $25K | May 13, 2026 | SEC filing |
| Gisel Ruiz (Director) | $50K | May 13, 2026 | SEC filing |
| Peter Nicholas Pappas (President / COO) | $30K | May 14, 2026 | SEC filing |
| Joseph Michael Holland (Chief Supply Chain Officer) | $100K | May 14, 2026 | SEC filing |
| William B. Cyr (Director) | $51K | May 14, 2026 | SEC filing |
| Kelly J. Kennedy (Director) | $21K | May 14, 2026 | SEC filing |
| Kofi Owusu Amoo-Gottfried (Director) | $20K | May 15, 2026 | SEC filing |
| Stephanie Coon (Chief Strategy Officer) | $50K | May 15, 2026 | SEC filing |
| Glenda J Flanagan (Director) | $51K | May 18, 2026 | SEC filing |
| Hoven Reena Chauhan Van (Chief People Officer) | $20K | May 19, 2026 | SEC filing |
2 insiders bought in 30 days
$191K in purchases since Mar 2, 2026 · Purchases traded Mar 2, 2026 to Mar 9, 2026 · Closed
| Insider | Value | Traded | Source |
|---|---|---|---|
| William B. Cyr (Director) | $98K | Mar 2, 2026 | SEC filing |
| Karl Khoury (Director) | $92K | Mar 9, 2026 | SEC filing |
Red flags
No red flags in the last 12 months.
Key events
| Tag | Items | Filed | Source |
|---|---|---|---|
| Restructuring | 8-K Item 2.05 | Nov 3, 2026, 8:20 AM ET | SEC filing |
8-K filings, last 12 months
| Filed | Items | Tag | Source |
|---|---|---|---|
| Nov 3, 2026, 8:20 AM ET 8-K/A | Restructuring or exit costs (Item 2.05) | Restructuring Amendment | SEC filing |
| Nov 3, 2026, 8:08 AM ET 8-K | Earnings released (Item 2.02) | SEC filing |
Red flags are objective triggers only: the item or form filed, never an opinion.
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