VITL · Insider Trading
Vital Farms, Inc. Common Stock
Every open-market purchase and sale reported by VITL officers, directors and 10%+ beneficial owners on SEC Form 4, which must be filed within two business days of the transaction. Sales often reflect scheduled 10b5-1 plans or tax withholding rather than a directional view, so read counts alongside the size and the filer.
| Filed | Insider | Role | Type | Shares | Value |
|---|---|---|---|---|---|
| 2026-09-18 | Reena Chauhan Van Hoven | Chief People Officer | F | −344 | −$3.45K |
| 2026-09-04 | Joseph Michael Holland | Chief Supply Chain Officer | F | −412 | −$4.17K |
| 2026-06-12 | Kofi Owusu Amoo-Gottfried | Director | A | +10,436 | — |
| 2026-06-12 | Gisel Ruiz | Director | A | +10,436 | — |
| 2026-06-12 | Karl Khoury | Director | A | +10,436 | — |
| 2026-06-12 | Denny Marie Post | Director | A | +10,436 | — |
| 2026-06-12 | Glenda J Flanagan | Director | A | +10,436 | — |
| 2026-06-12 | Kelly J. Kennedy | Director | A | +10,436 | — |
| 2026-06-12 | William B. Cyr | Director | A | +10,436 | — |
| 2026-05-21 | Joseph Michael Holland | Chief Supply Chain Officer | Buy | +12,484 | +$99.87K |
| 2026-05-21 | William B. Cyr | Director | Buy | +6,000 | +$51.12K |
| 2026-05-21 | Glenda J Flanagan | Director | Buy | +6,100 | +$50.81K |
| 2026-05-21 | Reena Chauhan Van Hoven | Chief People Officer | Buy | +2,242 | +$20.00K |
| 2026-05-21 | Kelly J. Kennedy | Director | Buy | +2,500 | +$21.00K |
| 2026-05-20 | Glenda J Flanagan | Director | Buy | +6,100 | +$50.81K |
| 2026-05-19 | Thilo Wrede | Chief Financial Officer | A | +500 | +$3.60K |
| 2026-05-19 | Russell Diez-Canseco | Exec. Chair, President & CEO | A | +500 | +$3.60K |
| 2026-05-19 | Stephanie Coon | Chief Strategy Officer | MIXED | +6,395 | +$53.24K |
| 2026-05-19 | Kofi Owusu Amoo-Gottfried | Director | Buy | +2,375 | +$20.07K |
| 2026-05-19 | Gisel Ruiz | Director | Buy | +6,151 | +$50.01K |
| 2026-05-19 | Joanne Bal | CLO, Secy. & Head of Impact | A | +500 | +$3.60K |
| 2026-05-18 | Kathryn McKeon | CMO and GM, Butter | Buy | +604 | +$5.00K |
| 2026-05-18 | Kelly J. Kennedy | Director | Buy | +2,500 | +$21.00K |
| 2026-05-18 | Peter Nicholas Pappas | CSO and President, Eggs | MIXED | +3,895 | +$32.63K |
| 2026-05-18 | William B. Cyr | Director | Buy | +6,000 | +$51.12K |
| 2026-05-18 | Joseph Michael Holland | Chief Supply Chain Officer | Buy | +12,484 | +$99.87K |
| 2026-05-15 | Denny Marie Post | Director | Buy | +3,000 | +$24.69K |
| 2026-03-20 | Thilo Wrede | Chief Financial Officer | F | −3,192 | −$50.11K |
| 2026-03-16 | Thilo Wrede | Chief Financial Officer | F | −2,240 | −$39.47K |
| 2026-03-16 | Peter Nicholas Pappas | CSO and President, Eggs | F | −2,330 | −$40.67K |
| 2026-03-16 | Russell Diez-Canseco | President, CEO & Exec. Chair | F | −16,684 | −$292.00K |
| 2026-03-16 | Stephanie Coon | Chief Strategy Officer | F | −2,553 | −$44.60K |
| 2026-03-16 | Kathryn McKeon | CMO and GM, Butter | F | −2,611 | −$45.63K |
| 2026-03-16 | Joanne Bal | CLO, Secy. & Head of Impact | F | −2,647 | −$46.21K |
| 2026-03-13 | Matthew Ohayer | 10%+ Owner | Sell | −15,000 | −$304.95K |
| 2026-03-11 | Karl Khoury | Director | Buy | +5,000 | +$92.25K |
| 2026-03-06 | Russell Diez-Canseco | President, CEO & Exec. Chair | MIXED | +72,560 | −$57.96K |
| 2026-03-06 | Matthew Ohayer | 10%+ Owner | A | +5,530 | — |
| 2026-03-06 | Stephanie Coon | Chief Strategy Officer | MIXED | +12,930 | −$15.12K |
| 2026-03-06 | Thilo Wrede | Chief Financial Officer | MIXED | +23,369 | −$35.91K |
| 2026-03-06 | Reena Chauhan Van Hoven | Chief People Officer | MIXED | +12,820 | −$17.36K |
| 2026-03-06 | Kathryn McKeon | CMO and GM, Butter | MIXED | +14,400 | −$15.92K |
| 2026-03-06 | Peter Nicholas Pappas | CSO and President, Eggs | MIXED | +18,539 | −$20.69K |
| 2026-03-06 | Joseph Michael Holland | Chief Supply Chain Officer | MIXED | +14,215 | −$19.67K |
| 2026-03-06 | Joanne Bal | CLO, Secy. & Head of Impact | MIXED | +14,400 | −$15.92K |
| 2026-03-04 | William B. Cyr | Director | Buy | +4,750 | +$98.33K |
| 2026-03-04 | Matthew Ohayer | 10%+ Owner | Sell | −20,000 | −$406.60K |
| 2026-02-04 | Matthew Ohayer | EXECUTIVE CHAIRPERSON | Sell | −20,000 | −$558.14K |
| 2026-01-27 | Kathryn McKeon | CMO and GM, Butter | F | −3,194 | −$101.56K |
| 2026-01-27 | Stephanie Coon | SVP STRATEGY | F | −1,328 | −$38.94K |
| Insider | Role | Shares Held | Value |
|---|---|---|---|
| Matthew Ohayer | EXECUTIVE CHAIRPERSON | 6,726,190 | $60.20M |
| Karl Khoury | Director | 1,910,605 | $17.10M |
| Glenda J Flanagan | Director | 1,651,164 | $14.78M |
| Russell Diez-Canseco | Exec. Chair, President & CEO | 706,060 | $6.32M |
| Peter Nicholas Pappas | CSO and President, Eggs | 85,564 | $765.80K |
| Thilo Wrede | Chief Financial Officer | 75,977 | $679.99K |
| Stephanie Coon | Chief Strategy Officer | 62,314 | $557.71K |
| Gisel Ruiz | Director | 56,985 | $510.02K |
| Joanne Bal | CLO, Secy. & Head of Impact | 55,843 | $499.79K |
| Kathryn McKeon | CMO and GM, Butter | 50,275 | $449.96K |
| Kofi Owusu Amoo-Gottfried | Director | 41,497 | $371.40K |
| Joseph Michael Holland | Chief Supply Chain Officer | 37,738 | $337.76K |
| Kelly J. Kennedy | Director | 33,363 | $298.60K |
| Denny Marie Post | Director | 29,748 | $266.24K |
| Reena Chauhan Van Hoven | Chief People Officer | 25,483 | $228.07K |
| William B. Cyr | Director | 24,230 | $216.86K |
Form 4 reports a change in beneficial ownership by an officer, director or 10%+ holder, and must be filed within two business days of the transaction — so this is close to real time, unlike the 45-day-lagged 13F institutional data.
Transaction codes matter more than the raw buy/sell count. Code P is an open-market purchase — an insider choosing to buy with their own money, which is the signal most research treats as informative. Code S is a sale, but sales are frequently pre-scheduled under a 10b5-1 plan or cover tax withholding on vesting equity, so a run of sales often says nothing directional. Codes A and M are grants and option exercises rather than open-market decisions.
Full filing history and per-insider positions are on the VITL quote page; the site-wide leaderboard is on the insider transactions hub.
Market data may be delayed, incomplete, or inaccurate. Not a recommendation to buy, sell, or hold any security. Verify quotes with your broker before trading. See Terms §17.