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VITL Insider Trading: Vital Farms, Inc. Insider Buys and Sells · https://wallstpal.com/stock/vitl/insider-trading/ · saved 2026-10-29

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.

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Insider tradingForm 4

Vital Farms, Inc. (VITL) Insider Trading

11 open-market trades reported since May 15, 2026: 11 purchases worth $422K and 0 sales worth $0.

By insider

InsiderRoleBuysBoughtSellsSoldLatest
Van Hoven Reena ChauhanChief People Officer1$20K0$0May 21, 2026
Glenda J. FlanaganDirector1$51K0$0May 20, 2026
Gisel RuizDirector1$50K0$0May 19, 2026
Stephanie CoonChief Strategy Officer1$50K0$0May 19, 2026
Kofi Owusu Amoo-GottfriedDirector1$20K0$0May 19, 2026
Joseph Michael HollandChief Supply Chain Officer1$100K0$0May 18, 2026
William B. CyrDirector1$51K0$0May 18, 2026
Peter Nicholas PappasPresident1$30K0$0May 18, 2026
Kelly J. KennedyDirector1$21K0$0May 18, 2026
Kathryn McKeonCMO and GM, Butter1$5K0$0May 18, 2026
Denny Marie PostDirector1$25K0$0May 15, 2026

All trades

VITL insider trades
FiledTradedInsiderRoleTypeSharesPrice ($)ValueScoreHolding3 mo. afterFiling
May 21May 19Van Hoven Reena ChauhanChief People OfficerChief People Officer▲ BUY2,2428.92$20K33+9.5%+22.2%Form 4 ↗
May 20May 18Glenda J. FlanaganDirectorDirector▲ BUY6,1008.33$51K37+19%+30.9%Form 4 ↗
May 19May 13Gisel RuizDirectorDirector▲ BUY6,1518.13$50K37+15%+42.2%Form 4 ↗
May 19May 15Stephanie CoonChief Strategy OfficerChief Strategy Officer▲ BUY5,8958.42$50K40+10%+37.3%Form 4 ↗
May 19May 15Kofi Owusu Amoo-GottfriedDirectorDirector▲ BUY2,3758.45$20K30+8.3%+36.8%Form 4 ↗
May 18May 14Joseph Michael HollandChief Supply Chain OfficerChief Supply Chain Officer▲ BUY12,4848.00$100K45+49%+44.5%Form 4 ↗
May 18May 14William B. CyrDirectorDirector▲ BUY6,0008.52$51K47+77%+35.7%Form 4 ↗
May 18May 14Peter Nicholas PappasPresidentPresident▲ BUY3,5008.51$30K37+4.3%+35.8%Form 4 ↗
May 18May 14Kelly J. KennedyDirectorDirector▲ BUY2,5008.40$21K34+12%+37.6%Form 4 ↗
May 18May 14Kathryn McKeonCMO and GM, ButterCMO and GM, Butter▲ BUY6048.28$5K23+1.2%+39.6%Form 4 ↗
May 15May 13Denny Marie PostDirectorDirector▲ BUY3,0008.23$25K34+18%+40.5%Form 4 ↗
Source: SEC Form 4 filings, retrieved Oct 29, 2026. How we read filings