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 Trading
11 open-market trades reported since May 15, 2026: 11 purchases worth $422K and 0 sales worth $0.
By insider
| 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 |
| Kelly J. Kennedy | Director | 1 | $21K | 0 | $0 |
| Kathryn McKeon | CMO and GM, Butter | 1 | $5K | 0 | $0 |
| Denny Marie Post | Director | 1 | $25K | 0 | $0 |
All trades
| Filed | Insider | Type | Value | Score | 3 mo. after |
|---|---|---|---|---|---|
| May 21 | Van Hoven Reena ChauhanChief People Officer | ▲ BUY | $20K | 33 | +22.2% |
| May 20 | Glenda J. FlanaganDirector | ▲ BUY | $51K | 37 | +30.9% |
| May 19 | Gisel RuizDirector | ▲ BUY | $50K | 37 | +42.2% |
| May 19 | Stephanie CoonChief Strategy Officer | ▲ BUY | $50K | 40 | +37.3% |
| May 19 | Kofi Owusu Amoo-GottfriedDirector | ▲ BUY | $20K | 30 | +36.8% |
| May 18 | Joseph Michael HollandChief Supply Chain Officer | ▲ BUY | $100K | 45 | +44.5% |
| May 18 | William B. CyrDirector | ▲ BUY | $51K | 47 | +35.7% |
| May 18 | Peter Nicholas PappasPresident | ▲ BUY | $30K | 37 | +35.8% |
| May 18 | Kelly J. KennedyDirector | ▲ BUY | $21K | 34 | +37.6% |
| May 18 | Kathryn McKeonCMO and GM, Butter | ▲ BUY | $5K | 23 | +39.6% |
| May 15 | Denny Marie PostDirector | ▲ BUY | $25K | 34 | +40.5% |