About this page
Insider trades reported on SEC Form 4: when the people who run a company buy or sell its shares with their own money.
How to read it
- Form 4
- The form a company insider (officer, director or owner of more than 10%) must file with the SEC within two business days of buying or selling the company's shares.
- Buy (P) and Sell (S)
- Open-market purchases and sales. Gifts, option exercises and automatic tax withholding are left out because they say little about what the insider thinks.
- Value
- Shares times price, as reported on the filing.
- 10b5-1
- A trade made under a plan set up in advance. Planned sales are common and usually say less than an unplanned purchase.
- Late filing
- A Form 4 filed more than two business days after the trade.
- Vs. S&P 500
- How the stock did after the trade minus how the overall market did in the same weeks.
A real example
In January 2016, when bank stocks were falling, JPMorgan Chase CEO Jamie Dimon bought 500,000 JPMorgan shares with his own money, worth about $26 million. His Form 4 made the purchase public within days, and investors read it as a strong sign of confidence.
Explain it like I'm 13
If the coach of a team bets his own allowance that his team will win, that tells you something. A Form 4 is the note a company boss must hand in whenever he buys or sells his own company's shares, so everyone can see it.
Data from public SEC filings and congressional reports. Information, not investment advice. Check every number against the filing linked on the page.
Vital Farms, Inc. (VITL): Insider Trades and Fund Holdings
In the past 12 months, Vital Farms, Inc. insiders reported 11 open-market purchases worth $422K and no sales.
Timeline: news and trades
Company filings (8-K), insider trades, notices of planned sales (Form 144), Congress trades and fund moves in the past year, newest first.
- May 19, 2026Insider buyChief People Officer Van Hoven Reena Chauhan bought $19,999
- May 18, 2026Insider buyDirector Glenda J. Flanagan bought $50,813
- May 15, 2026Insider buyChief Strategy Officer Stephanie Coon bought $49,636
- May 15, 2026Insider buyDirector Kofi Owusu Amoo-Gottfried bought $20,069
- May 14, 2026Insider buyChief Supply Chain Officer Joseph Michael Holland bought $99,872
- May 14, 2026Insider buyDirector William B. Cyr bought $51,120
- May 14, 2026Insider buyPresident Peter Nicholas Pappas bought $29,785
- May 14, 2026Insider buyDirector Kelly J. Kennedy bought $21,000
- May 14, 2026Insider buyCMO and GM, Butter Kathryn McKeon bought $5,001
- May 13, 2026Insider buyDirector Gisel Ruiz bought $50,008
- May 13, 2026Insider buyDirector Denny Marie Post bought $24,690
Recent insider trades
Open-market purchases (code P) and sales (code S) from Form 4. Grants, option exercises and gifts are not shown. Latest filing: May 21, 2026.
| Filed | Insider | Type | Value | Score |
|---|---|---|---|---|
| May 21 | Van Hoven Reena ChauhanChief People Officer | ▲ BUY | $20K | 33 |
| May 20 | Glenda J. FlanaganDirector | ▲ BUY | $51K | 37 |
| May 19 | Gisel RuizDirector | ▲ BUY | $50K | 37 |
| May 19 | Stephanie CoonChief Strategy Officer | ▲ BUY | $50K | 40 |
| May 19 | Kofi Owusu Amoo-GottfriedDirector | ▲ BUY | $20K | 30 |
| May 18 | Joseph Michael HollandChief Supply Chain Officer | ▲ BUY | $100K | 45 |
| May 18 | William B. CyrDirector | ▲ BUY | $51K | 47 |
| May 18 | Peter Nicholas PappasPresident | ▲ BUY | $30K | 37 |
| May 18 | Kelly J. KennedyDirector | ▲ BUY | $21K | 34 |
| May 18 | Kathryn McKeonCMO and GM, Butter | ▲ BUY | $5K | 23 |
Insiders who traded in the past year
| Insider | Role | Buys | Bought | Sells | Sold |
|---|---|---|---|---|---|
| Van Hoven Reena Chauhan | Chief People Officer | 1 | $20K | 0 | $0 |
| Glenda J. Flanagan | Director | 1 | $51K | 0 | $0 |
| Gisel Ruiz | Director | 1 | $50K | 0 | $0 |
| Stephanie Coon | Chief Strategy Officer | 1 | $50K | 0 | $0 |
| Kofi Owusu Amoo-Gottfried | Director | 1 | $20K | 0 | $0 |
| Joseph Michael Holland | Chief Supply Chain Officer | 1 | $100K | 0 | $0 |
| William B. Cyr | Director | 1 | $51K | 0 | $0 |
| Peter Nicholas Pappas | President | 1 | $30K | 0 | $0 |
Buybacks and executive pay
| Year | CEO pay reported | CEO pay "actually paid" | Value of $100 invested |
|---|---|---|---|
| 2025 | $3.62M | $1.92M | n/a |
| 2024 | $6.00M | $20.2M | n/a |
| 2023 | $3.16M | $2.56M | n/a |
From the company's XBRL data filed with the SEC. "Actually paid" is the SEC's pay-versus-performance measure, which counts changes in the value of stock awards. "Value of $100 invested" is the company's cumulative shareholder return as reported, usually measured from five years earlier. See all buybacks and CEO pay across companies.
47 William B. Cyr (Director), 2026-05-14. What the score means
A 1 of 11 insider trades reported after the deadline. How it is graded
Reading these numbers
Insiders sell for many reasons: taxes, diversification, a house. Purchases with their own money are rarer and are usually read as more informative. A Form 4 is due within two business days of the trade. How to read a Form 4 →