Massivemarkets

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

VITL daily closelast $9.14

Matthew Ohayer · EXECUTIVE CHAIRPERSON → 10% owner

$3.6M sold

Russell Diez-Canseco · PRESIDENT AND CEO

$586.5K sold

William B. Cyr · Director

$149.4K bought

Joseph Michael Holland · Chief Supply Chain Officer

$99.9K bought

Karl Khoury · Director

$92.3K bought

Glenda J. Flanagan · Director

$50.8K bought

Gisel Ruiz · Director

$50.0K bought

Stephanie Coon · Chief Strategy Officer

$49.6K bought

Peter Nicholas Pappas · CSO and President, Eggs

$29.8K bought

Denny Marie Post · Director

$24.7K bought

Kelly J. Kennedy · Director

$21.0K bought

Kofi Owusu Amoo-Gottfried · Director

$20.1K bought

Hoven Reena Chauhan Van · Chief People Officer

$20.0K bought

Kathryn McKeon · CMO and GM, Butter

$5.0K bought
One row per insider; marks sit at the SEC filing date, sized by dollar value.

Has 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
InsiderRoleSoldBoughtFilingsPre-arranged (10b5-1)Last filed
Matthew OhayerEXECUTIVE CHAIRPERSON → 10% owner$3.6M—6100% of sales
Russell Diez-CansecoPRESIDENT AND CEO$586.5K—1100% of sales
William B. CyrDirector—$149.4K2—
Joseph Michael HollandChief Supply Chain Officer—$99.9K1—
Karl KhouryDirector—$92.3K1—
Glenda J. FlanaganDirector—$50.8K1—
Gisel RuizDirector—$50.0K1—
Stephanie CoonChief Strategy Officer—$49.6K1—
Peter Nicholas PappasCSO and President, Eggs—$29.8K1—
Denny Marie PostDirector—$24.7K1—
Kelly J. KennedyDirector—$21.0K1—
Kofi Owusu Amoo-GottfriedDirector—$20.1K1—
Hoven Reena Chauhan VanChief People Officer—$20.0K1—
Kathryn McKeonCMO and GM, Butter—$5.0K1—
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:

Agent prompt

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.