SEC Form 4
Vital Farms, Inc. (VITL) insider trading
In the 12 months to Oct 24, 2026, 2 VITL insiders reported open-market sales of $4.2M across 7 filings; 12 insiders bought $612.6K.
Latest filing · Last 12 months · Source: SEC EDGAR · How we count
- Open-market sales
- $4.2M
- 7 filings · 2 insiders
- Open-market purchases
- $612.6K
- 13 filings
- Pre-arranged sales (10b5-1)
- 7 of 7
- All $4.2M sold was pre-arranged
Who traded VITL, and when
- Purchase
- Sale
- Sale, pre-arranged (10b5-1)
VITL daily close from Oct 24, 2025 to Oct 23, 2026, between $8.16 and $38.38, last $9.14. 7 sale and 13 purchase filings by 14 insiders, marked at their filing dates. Matthew Ohayer, EXECUTIVE CHAIRPERSON → 10% owner: sold $3.6M across 6 filings, first filed Nov 5, 2025, last Mar 13, 2026. Russell Diez-Canseco, PRESIDENT AND CEO: sold $586.5K across 1 filing, first filed Dec 17, 2025, last Dec 17, 2025. William B. Cyr, Director: bought $149.4K across 2 filings, first filed Mar 4, 2026, last May 21, 2026. Joseph Michael Holland, Chief Supply Chain Officer: bought $99.9K across 1 filing, first filed May 21, 2026, last May 21, 2026. Karl Khoury, Director: bought $92.3K across 1 filing, first filed Mar 11, 2026, last Mar 11, 2026. Glenda J. Flanagan, Director: bought $50.8K across 1 filing, first filed May 21, 2026, last May 21, 2026. Gisel Ruiz, Director: bought $50.0K across 1 filing, first filed May 19, 2026, last May 19, 2026. Stephanie Coon, Chief Strategy Officer: bought $49.6K across 1 filing, first filed May 19, 2026, last May 19, 2026. Peter Nicholas Pappas, CSO and President, Eggs: bought $29.8K across 1 filing, first filed May 18, 2026, last May 18, 2026. Denny Marie Post, Director: bought $24.7K across 1 filing, first filed May 15, 2026, last May 15, 2026. Kelly J. Kennedy, Director: bought $21.0K across 1 filing, first filed May 21, 2026, last May 21, 2026. Kofi Owusu Amoo-Gottfried, Director: bought $20.1K across 1 filing, first filed May 19, 2026, last May 19, 2026. Hoven Reena Chauhan Van, Chief People Officer: bought $20.0K across 1 filing, first filed May 21, 2026, last May 21, 2026. Kathryn McKeon, CMO and GM, Butter: bought $5.0K across 1 filing, first filed May 18, 2026, last May 18, 2026.
Largest mark · tap a row for others
Matthew Ohayer · EXECUTIVE CHAIRPERSON
Sale $986,946
30,000 shares at $32.90 avg
Filed Nov 5, 2025 · traded Nov 3
Pre-arranged (10b5-1) · close on filing date $35.67
Matthew Ohayer · EXECUTIVE CHAIRPERSON → 10% owner
EXECUTIVE CHAIRPERSON → 10% owner
$3.6M soldRussell Diez-Canseco · PRESIDENT AND CEO
PRESIDENT AND CEO
$586.5K soldWilliam B. Cyr · Director
Director
$149.4K boughtJoseph Michael Holland · Chief Supply Chain Officer
Chief Supply Chain Officer
$99.9K boughtKarl Khoury · Director
Director
$92.3K boughtGlenda J. Flanagan · Director
Director
$50.8K boughtGisel Ruiz · Director
Director
$50.0K boughtStephanie Coon · Chief Strategy Officer
Chief Strategy Officer
$49.6K boughtPeter Nicholas Pappas · CSO and President, Eggs
CSO and President, Eggs
$29.8K boughtDenny Marie Post · Director
Director
$24.7K boughtKelly J. Kennedy · Director
Director
$21.0K boughtKofi Owusu Amoo-Gottfried · Director
Director
$20.1K boughtHoven Reena Chauhan Van · Chief People Officer
Chief People Officer
$20.0K boughtKathryn McKeon · CMO and GM, Butter
CMO and GM, Butter
$5.0K boughtHas Vital Farms, Inc.'s CEO sold stock?
Yes. Russell Diez-Canseco (CEO) sold 16,734 shares ($586.5K) in Dec 2025, all under a pre-arranged 10b5-1 plan.
Open-market trades
20 filings in the last 12 months| Insider | Role | Sold | Bought | Filings | Pre-arranged (10b5-1) | Last filed |
|---|---|---|---|---|---|---|
| Matthew Ohayer | EXECUTIVE CHAIRPERSON → 10% owner | $3.6M | — | 6 | 100% of sales | |
| Russell Diez-Canseco | PRESIDENT AND CEO | $586.5K | — | 1 | 100% of sales | |
| William B. Cyr | Director | — | $149.4K | 2 | — | |
| Joseph Michael Holland | Chief Supply Chain Officer | — | $99.9K | 1 | — | |
| Karl Khoury | Director | — | $92.3K | 1 | — | |
| Glenda J. Flanagan | Director | — | $50.8K | 1 | — | |
| Gisel Ruiz | Director | — | $50.0K | 1 | — | |
| Stephanie Coon | Chief Strategy Officer | — | $49.6K | 1 | — | |
| Peter Nicholas Pappas | CSO and President, Eggs | — | $29.8K | 1 | — | |
| Denny Marie Post | Director | — | $24.7K | 1 | — | |
| Kelly J. Kennedy | Director | — | $21.0K | 1 | — | |
| Kofi Owusu Amoo-Gottfried | Director | — | $20.1K | 1 | — | |
| Hoven Reena Chauhan Van | Chief People Officer | — | $20.0K | 1 | — | |
| Kathryn McKeon | CMO and GM, Butter | — | $5.0K | 1 | — |
| Filed | Insider | Type | Shares | Avg price | Value | Held after | Source |
|---|---|---|---|---|---|---|---|
traded | Joseph Michael Holland Chief Supply Chain Officer | Purchase | 12,484 | $8.00 | $99.9K | 38,150 | |
traded | William B. Cyr Director | Purchase | 6,000 | $8.52 | $51.1K | 13,794 | |
traded | Kelly J. Kennedy Director | Purchase | 2,500 | $8.40 | $21.0K | 22,927 | |
traded | Glenda J. Flanagan Director | Purchase | 6,100 | $8.33 | $50.8K | 37,498 | |
traded | Hoven Reena Chauhan Van Chief People Officer | Purchase | 2,242 | $8.92 | $20.0K | 25,827 | |
traded | Kofi Owusu Amoo-Gottfried Director | Purchase | 2,375 | $8.45 | $20.1K | 31,061 | |
traded | Stephanie Coon Chief Strategy Officer | Purchase | 5,895 | $8.42 | $49.6K | 62,314 | |
traded | Gisel Ruiz Director | Purchase | 6,151 | $8.13 | $50.0K | 46,549 | |
traded | Peter Nicholas Pappas CSO and President, Eggs | Purchase | 3,500 | $8.51 | $29.8K | 85,169 | |
traded | Kathryn McKeon CMO and GM, Butter | Purchase | 604 | $8.28 | $5.0K | 50,275 | |
traded | Denny Marie Post Director | Purchase | 3,000 | $8.23 | $24.7K | 19,312 | |
traded | Matthew Ohayer 10% owner | SalePre-arranged (10b5-1) | 15,000 | $20.33 | $305.0K | 6,326,190 | |
traded | Karl Khoury Director | Purchase | 5,000 | $18.45 | $92.3K | 119,789 | |
traded | William B. Cyr Director | Purchase | 4,750 | $20.70 | $98.3K | 7,794 | |
traded | Matthew Ohayer EXECUTIVE CHAIRPERSON | SalePre-arranged (10b5-1) | 20,000 | $27.91 | $558.1K | 6,342,790 | |
traded | Matthew Ohayer EXECUTIVE CHAIRPERSON | SalePre-arranged (10b5-1) | 25,000 | $30.85 | $771.3K | 6,373,706 | |
traded | Russell Diez-Canseco PRESIDENT AND CEO | SalePre-arranged (10b5-1) | 16,734 | $35.05 | $586.5K | 649,684 | |
traded | Matthew Ohayer EXECUTIVE CHAIRPERSON | SalePre-arranged (10b5-1) | 5,000 | $35.25 | $176.3K | 6,386,190 | |
traded | Matthew Ohayer EXECUTIVE CHAIRPERSON | SalePre-arranged (10b5-1) | 25,000 | $33.17 | $829.2K | 6,395,263 | |
traded | Matthew Ohayer EXECUTIVE CHAIRPERSON | SalePre-arranged (10b5-1) | 30,000 | $32.90 | $986.9K | 6,417,070 |
GET /stocks/filings/vX/form-4?tickers=VITL&filing_date.gte=2025-10-24&sort=filing_date.desc&limit=500{
"status": "OK",
"results": [
{
"tickers": [
"VITL"
],
"issuer_cik": "0001579733",
"owner_cik": "0002036877",
"accession_number": "0001193125-26-234749",
"form_type": "4",
"filing_date": "2026-05-21",
"period_of_report": "2026-05-19",
"issuer_name": "Vital Farms, Inc.",
"issuer_trading_symbol": "VITL",
"owner_name": "Van Hoven Reena Chauhan",
"is_director": false,
"is_officer": true,
"is_ten_percent_owner": false,
"is_other": false,
"officer_title": "Chief People Officer",
"security_type": "non_derivative",
"record_type": "transaction",
"security_title": "Common Stock",
"transaction_timeliness": "O",
"aff_10b5_one": false,
"transaction_date": "2026-05-19",
"transaction_code": "P",
"equity_swap_involved": false,
"transaction_shares": 2242,
"transaction_price_per_share": 8.92,
"transaction_acquired_disposed": "A",
"shares_owned_following_transaction": 25827,
"transaction_value": 19998.64,
"direct_or_indirect": "D",
"footnotes": [
{
"id": "F1",
"description": "Includes 2,242 shares held jointly with Reporting Person's spouse."
}
]
},
{
"tickers": [
"VITL"
],
"issuer_cik": "0001579733",
"owner_cik": "0001201245",
"accession_number": "0001193125-26-234748",
"form_type": "4/A",
"filing_date": "2026-05-21",
"period_of_report": "2026-05-18",
"issuer_name": "Vital Farms, Inc.",
"issuer_trading_symbol": "VITL",
"owner_name": "Flanagan Glenda J",
"is_director": true,
"is_officer": false,
"is_ten_percent_owner": false,
"is_other": false,
"security_type": "non_derivative",
"record_type": "transaction",
"security_title": "Common Stock",
"transaction_timeliness": "O",
"aff_10b5_one": false,
"transaction_date": "2026-05-18",
"transaction_code": "P",
"equity_swap_involved": false,
"transaction_shares": 6100,
"transaction_price_per_share": 8.33,
"transaction_acquired_disposed": "A",
"shares_owned_following_transaction": 37498,
"transaction_value": 50813,
"date_of_original_submission": "2026-05-20",
"direct_or_indirect": "D",
"footnotes": [
{
"id": "F1",
"description": "The price reported in Column 4 is a weighted average price. These shares were purchased in multiple transactions at prices ranging from $8.33 to $8.34 inclusive. The Reporting Person undertakes to provide to the Issuer, any security holder of the Issuer, or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares purchased at each separate price within the ranges set forth in this footnote."
}
],
"remarks": "This Form 4/A amends the Form 4 filing dated May 20, 2026, solely to amend the footnote in this report to clarify that the transaction referred to in Table I was a purchase."
}
]
}
// trimmed to 2 resultsThe response includes every Form 4 record; this page keeps open-market purchases and sales on common stock and removes duplicate joint-filer rows.
Other insider activity (not market trades) · 57 records
- Tax withholding31 records
- Grants and awards26 records
Reported on Form 4 but not purchases or sales in the market, so not counted in the totals above.
Build this yourself
This page joins two Massive endpoints: Form 4 filings and daily prices. Ask an agent to watch for new filings:
Using the Massive API (massive.com/docs/llms.txt), check Form 4 filings for VITL every day with transaction_code=P and tell me when an insider files an open-market purchase, with their role, shares, price and the filing link.
How to read this page
- Open-market purchase or sale
- A buy or sell of the company's stock at market price. Grants, option exercises, shares withheld for tax, gifts and employee stock plan purchases are listed separately and not counted.
- Pre-arranged (10b5-1)
- The insider marked the filing as made under a trading plan set up in advance (SEC Rule 10b5-1). The mark covers the whole filing, and an unmarked filing may still be under a plan.
- Role
- The title on each filing. Someone whose title changed shows more than one.
- Filing date
- Insiders have two business days to report a trade. Totals and the chart use the filing date, when the trade became public.
- Counted once
- When several owners (a fund and its partners, say) report the same trade, it's counted once. Corrected filings replace the originals.