VITL Vital Farms, Inc.
Vital Farms, Inc. (VITL) Insider Activity
What the officers, directors and large holders did with their own shares. Only open-market purchases and sales count toward the totals — grants, option exercises and shares withheld for tax are compensation mechanics, not decisions, and they're listed separately below.
How much of that selling was preplanned? 100% planned / 0% discretionary
Largest single sale: $941.0K.
Where they traded
Last open-market purchase: May 19, 2026 , by Van Hoven Reena Chauhan .
Recent open-market activity
| Date | Insider | Role | Action | Shares | Price | Value | Held after |
|---|---|---|---|---|---|---|---|
| Van Hoven Reena Chauhan | Chief People Officer | Buy | 2,242 | $8.92 | $20.0K | 25,827 | |
| Flanagan Glenda J 2 fills | Director | Buy | 12,200 | $8.33 | $101.6K | 37,498 | |
| Coon Stephanie | Chief Strategy Officer | Buy | 5,895 | $8.42 | $49.6K | 62,314 | |
| Amoo-Gottfried Kofi Owusu | Director | Buy | 2,375 | $8.45 | $20.1K | 31,061 | |
| Holland Joseph Michael 2 fills | Chief Supply Chain Officer | Buy | 24,968 | $8.00 | $199.7K | 38,150 | |
| Cyr William B. 2 fills | Director | Buy | 12,000 | $8.52 | $102.2K | 13,794 | |
| Kennedy Kelly J. 2 fills | Director | Buy | 5,000 | $8.40 | $42.0K | 22,927 | |
| Pappas Peter Nicholas | CSO and President, Eggs | Buy | 3,500 | $8.51 | $29.8K | 85,169 | |
| McKeon Kathryn | CMO and GM, Butter | Buy | 604 | $8.28 | $5.0K | 50,275 | |
| Ruiz Gisel | Director | Buy | 6,151 | $8.13 | $50.0K | 46,549 | |
| Post Denny Marie | Director | Buy | 3,000 | $8.23 | $24.7K | 19,312 | |
| Khoury Karl | Director | Buy | 5,000 | $18.45 | $92.3K | 119,789 | |
| OHAYER MATTHEW 2 fills | 10% Owner | Sell 10b5-1 | 35,000 | $20.33 | $711.6K | 6,326,190 −0.6% of holding | |
| Cyr William B. | Director | Buy | 4,750 | $20.70 | $98.3K | 7,794 | |
| OHAYER MATTHEW 2 fills | EXECUTIVE CHAIRPERSON | Sell 10b5-1 | 20,000 | $27.91 | $558.1K | 6,342,790 −0.3% of holding | |
| OHAYER MATTHEW 2 fills | EXECUTIVE CHAIRPERSON | Sell 10b5-1 | 25,000 | $30.85 | $771.3K | 6,373,706 −0.4% of holding | |
| Diez-Canseco Russell | PRESIDENT AND CEO | Sell 10b5-1 | 16,734 | $35.05 | $586.5K | 649,684 −2.5% of holding | |
| OHAYER MATTHEW | EXECUTIVE CHAIRPERSON | Sell 10b5-1 | 5,000 | $35.25 | $176.3K | 6,386,190 −0.1% of holding | |
| OHAYER MATTHEW 2 fills | EXECUTIVE CHAIRPERSON | Sell 10b5-1 | 25,000 | $33.17 | $829.2K | 6,395,263 −0.4% of holding | |
| OHAYER MATTHEW | EXECUTIVE CHAIRPERSON | Sell 10b5-1 | 5,000 | $37.78 | $188.9K | 6,417,070 −0.1% of holding | |
| OHAYER MATTHEW 2 fills | EXECUTIVE CHAIRPERSON | Sell 10b5-1 | 25,000 | $31.92 | $798.0K | 6,425,662 −0.4% of holding | |
| Diez-Canseco Russell 2 fills | PRESIDENT AND CEO | Sell 10b5-1 | 9,667 | $44.39 | $429.1K | 670,513 −1.4% of holding | |
| OHAYER MATTHEW 3 fills | EXECUTIVE CHAIRPERSON | Sell 10b5-1 | 35,000 | $40.15 | $1.4M | 6,481,470 −0.5% of holding |
Form 4s are due within two business days of a transaction, so this is close to real time — unlike the quarterly 13F data on the Institutional tab. A single large sale often reflects a prearranged 10b5-1 plan rather than a fresh view, so read a pattern of sales rather than any one of them.