Vital Farms Inc. (VITL) Insider Trading

Last 12 months

Insiders bought $613k and sold $3.91M on the open market.

All of the selling was scheduled in advance under 10b5-1 plans.

Net open-market

−$3.3M

13 buys · 6 sales

Under a 10b5-1 plan

100%

of the value sold

Insiders who bought / sold

12 / 2

executives and directors

Last open-market buy

May 2026

May 19, 2026

Get an email when VITL's executives or directors buy, or make a large sale outside a plan.

Trades · last 2 years

Date	Insider	Trade	Shares	Price	Value	Of their stake	Filing
May 19	Reena Chauhan Van Hoven Chief People Officer	Bought	2,242	$8.92	$20k	9.5%	Form 4
May 18	Glenda J Flanagan Director	Bought	6,100	$8.33	$51k	19%	Form 4
May 15	Stephanie Coon Chief Strategy Officer	Bought	5,895	$8.42	$50k	10%	Form 4
May 15	Kofi Owusu Amoo-Gottfried Director	Bought	2,375	$8.45	$20k	8.3%	Form 4
May 14	Kelly J. Kennedy Director	Bought	2,500	$8.40	$21k	12%	Form 4
May 14	William B. Cyr Director	Bought	6,000	$8.52	$51k	77%	Form 4
May 14	Joseph Michael Holland Chief Supply Chain Officer	Bought	12,484	$8.00	$100k	49%	Form 4
May 14	Kathryn McKeon CMO and GM, Butter	Bought	604	$8.28	$5k	1.2%	Form 4
May 14	Peter Nicholas Pappas CSO and President, Eggs	Bought	3,500	$8.51	$30k	4.3%	Form 4
May 13	Gisel Ruiz Director	Bought	6,151	$8.13	$50k	15%	Form 4
May 13	Denny Marie Post Director	Bought	3,000	$8.23	$25k	18%	Form 4
Mar 9	Karl Khoury Director	Bought	5,000	$18.45	$92k	4.4%	Form 4
Mar 2	Matthew Ohayer Large holder	Sold10b5-1 plan	15,000	$20.33	$305k	0.2%	Form 4
Mar 2	William B. Cyr Director	Bought	4,750	$20.70	$98k	156%	Form 4
Feb 2	Matthew Ohayer EXECUTIVE CHAIRPERSON	Sold10b5-1 plan 2 parts	20,000	$27.91 average	$558k	0.3%	Form 4
Jan 2	Matthew Ohayer EXECUTIVE CHAIRPERSON	Sold10b5-1 plan 2 parts	25,000	$30.85 average	$771k	0.4%	Form 4
Dec 15, 2025	Matthew Ohayer EXECUTIVE CHAIRPERSON	Sold10b5-1 plan	5,000	$35.25	$176k	<0.1%	Form 4
Dec 15, 2025	Russell Diez-Canseco PRESIDENT AND CEO	Sold10b5-1 plan	16,734	$35.05	$587k	2.5%	Form 4
Dec 1, 2025	Matthew Ohayer EXECUTIVE CHAIRPERSON	Sold10b5-1 plan 2 parts	25,000	$33.17 average	$829k	0.4%	Form 4
Nov 3, 2025 – Nov 4, 2025	Matthew Ohayer EXECUTIVE CHAIRPERSON	Sold10b5-1 plan 3 parts	30,000	$32.90 average	$987k	0.4%	Form 4
Oct 8, 2025	Russell Diez-Canseco PRESIDENT AND CEO	Sold10b5-1 plan 2 parts	9,667	$44.39 average	$429k	1.4%	Form 4
Oct 1, 2025	Matthew Ohayer EXECUTIVE CHAIRPERSON	Sold10b5-1 plan 3 parts	35,000	$40.15 average	$1.41M	0.5%	Form 4
Sep 10, 2025	Russell Diez-Canseco PRESIDENT AND CEO	Sold10b5-1 plan 2 parts	16,700	$47.32 average	$790k	2.4%	Form 4
Sep 4, 2025	Matthew Ohayer EXECUTIVE CHAIRPERSON	SoldNo plan	100,000	$50.96	$5.1M	1.4%	Form 4
Aug 29, 2025 – Sep 2, 2025	Matthew Ohayer EXECUTIVE CHAIRPERSON	Sold10b5-1 plan 4 parts	245,000	$51.64 average	$12.7M	3.2%	Form 4
Aug 22, 2025	Joanne Bal GC, SEC. AND HEAD OF IMPACT	SoldNo plan	4,796	$50.95	$244k	10.0%	Form 4
Aug 21, 2025	Matthew Ohayer EXECUTIVE CHAIRPERSON	Sold10b5-1 plan	4,200	$50.25	$211k	<0.1%	Form 4
Aug 19, 2025	Matthew Ohayer EXECUTIVE CHAIRPERSON	Sold10b5-1 plan	800	$50.31	$40k	<0.1%	Form 4
Aug 15, 2025 – Aug 18, 2025	Kathryn McKeon CMO and GM, Butter	Sold10b5-1 plan 2 parts	33,447	$48.55 average	$1.62M	47%	Form 4
Aug 15, 2025	Joanne Bal GC, SEC. AND HEAD OF IMPACT	SoldNo plan	9,999	$47.70	$477k	17%	Form 4
Aug 14, 2025	Thilo Wrede CHIEF FINANCIAL OFFICER	Sold10b5-1 plan 2 parts	3,393	$47.59 average	$161k	5.5%	Form 4
Aug 14, 2025	Denny Marie Post Director	SoldNo plan	6,086	$47.75	$291k	27%	Form 4
Aug 13, 2025	Karl Khoury Director	SoldNo plan	20,000	$47.63	$953k	15%	Form 4
Aug 12, 2025	Stephanie Coon SVP STRATEGY	SoldNo plan	10,005	$46.15	$462k	18%	Form 4
Aug 12, 2025	Russell Diez-Canseco PRESIDENT AND CEO	Sold10b5-1 plan	16,700	$46.11	$770k	2.3%	Form 4
Aug 11, 2025	Thilo Wrede CHIEF FINANCIAL OFFICER	Sold10b5-1 plan	1,200	$45.56	$55k	2.1%	Form 4
Aug 11, 2025	Peter Nicholas Pappas CSO and President, Eggs	SoldNo plan	2,811	$45.35	$127k	4.1%	Form 4
Aug 7, 2025 – Aug 8, 2025	Matthew Ohayer EXECUTIVE CHAIRPERSON	Sold10b5-1 plan 2 parts	10,000	$42.78 average	$428k	0.1%	Form 4
Aug 1, 2025	Matthew Ohayer EXECUTIVE CHAIRPERSON	Sold10b5-1 plan 2 parts	30,000	$35.83 average	$1.07M	0.4%	Form 4
Jul 23, 2025	Matthew Ohayer EXECUTIVE CHAIRPERSON	Sold10b5-1 plan	5,000	$40.34	$202k	<0.1%	Form 4

May 19
Reena Chauhan Van Hoven
Chief People Officer · bought 2,242 at $8.92
$20k
9.5% of stake
May 18
Glenda J Flanagan
Director · bought 6,100 at $8.33
$51k
19% of stake
May 15
Stephanie Coon
Chief Strategy Officer · bought 5,895 at $8.42
$50k
10% of stake
May 15
Kofi Owusu Amoo-Gottfried
Director · bought 2,375 at $8.45
$20k
8.3% of stake
May 14
Kelly J. Kennedy
Director · bought 2,500 at $8.40
$21k
12% of stake
May 14
William B. Cyr
Director · bought 6,000 at $8.52
$51k
77% of stake
May 14
Joseph Michael Holland
Chief Supply Chain Officer · bought 12,484 at $8.00
$100k
49% of stake
May 14
Kathryn McKeon
CMO and GM, Butter · bought 604 at $8.28
$5k
1.2% of stake
May 14
Peter Nicholas Pappas
CSO and President, Eggs · bought 3,500 at $8.51
$30k
4.3% of stake
May 13
Gisel Ruiz
Director · bought 6,151 at $8.13
$50k
15% of stake
May 13
Denny Marie Post
Director · bought 3,000 at $8.23
$25k
18% of stake
Mar 9
Karl Khoury
Director · bought 5,000 at $18.45
$92k
4.4% of stake
Mar 210b5-1 plan
Matthew Ohayer
Large holder · sold 15,000 at $20.33
$305k
0.2% of stake
Mar 2
William B. Cyr
Director · bought 4,750 at $20.70
$98k
156% of stake
Feb 210b5-1 plan
Matthew Ohayer
EXECUTIVE CHAIRPERSON · sold 20,000 at avg $27.91
$558k
0.3% of stake
Jan 210b5-1 plan
Matthew Ohayer
EXECUTIVE CHAIRPERSON · sold 25,000 at avg $30.85
$771k
0.4% of stake
Dec 15, 202510b5-1 plan
Matthew Ohayer
EXECUTIVE CHAIRPERSON · sold 5,000 at $35.25
$176k
<0.1% of stake
Dec 15, 202510b5-1 plan
Russell Diez-Canseco
PRESIDENT AND CEO · sold 16,734 at $35.05
$587k
2.5% of stake
Dec 1, 202510b5-1 plan
Matthew Ohayer
EXECUTIVE CHAIRPERSON · sold 25,000 at avg $33.17
$829k
0.4% of stake
Nov 3, 2025 – Nov 4, 202510b5-1 plan
Matthew Ohayer
EXECUTIVE CHAIRPERSON · sold 30,000 at avg $32.90
$987k
0.4% of stake
Oct 8, 202510b5-1 plan
Russell Diez-Canseco
PRESIDENT AND CEO · sold 9,667 at avg $44.39
$429k
1.4% of stake
Oct 1, 202510b5-1 plan
Matthew Ohayer
EXECUTIVE CHAIRPERSON · sold 35,000 at avg $40.15
$1.41M
0.5% of stake
Sep 10, 202510b5-1 plan
Russell Diez-Canseco
PRESIDENT AND CEO · sold 16,700 at avg $47.32
$790k
2.4% of stake
Sep 4, 2025No plan
Matthew Ohayer
EXECUTIVE CHAIRPERSON · sold 100,000 at $50.96
$5.1M
1.4% of stake
Aug 29, 2025 – Sep 2, 202510b5-1 plan
Matthew Ohayer
EXECUTIVE CHAIRPERSON · sold 245,000 at avg $51.64
$12.7M
3.2% of stake
Aug 22, 2025No plan
Joanne Bal
GC, SEC. AND HEAD OF IMPACT · sold 4,796 at $50.95
$244k
10.0% of stake
Aug 21, 202510b5-1 plan
Matthew Ohayer
EXECUTIVE CHAIRPERSON · sold 4,200 at $50.25
$211k
<0.1% of stake
Aug 19, 202510b5-1 plan
Matthew Ohayer
EXECUTIVE CHAIRPERSON · sold 800 at $50.31
$40k
<0.1% of stake
Aug 15, 2025 – Aug 18, 202510b5-1 plan
Kathryn McKeon
CMO and GM, Butter · sold 33,447 at avg $48.55
$1.62M
47% of stake
Aug 15, 2025No plan
Joanne Bal
GC, SEC. AND HEAD OF IMPACT · sold 9,999 at $47.70
$477k
17% of stake
Aug 14, 202510b5-1 plan
Thilo Wrede
CHIEF FINANCIAL OFFICER · sold 3,393 at avg $47.59
$161k
5.5% of stake
Aug 14, 2025No plan
Denny Marie Post
Director · sold 6,086 at $47.75
$291k
27% of stake
Aug 13, 2025No plan
Karl Khoury
Director · sold 20,000 at $47.63
$953k
15% of stake
Aug 12, 2025No plan
Stephanie Coon
SVP STRATEGY · sold 10,005 at $46.15
$462k
18% of stake
Aug 12, 202510b5-1 plan
Russell Diez-Canseco
PRESIDENT AND CEO · sold 16,700 at $46.11
$770k
2.3% of stake
Aug 11, 202510b5-1 plan
Thilo Wrede
CHIEF FINANCIAL OFFICER · sold 1,200 at $45.56
$55k
2.1% of stake
Aug 11, 2025No plan
Peter Nicholas Pappas
CSO and President, Eggs · sold 2,811 at $45.35
$127k
4.1% of stake
Aug 7, 2025 – Aug 8, 202510b5-1 plan
Matthew Ohayer
EXECUTIVE CHAIRPERSON · sold 10,000 at avg $42.78
$428k
0.1% of stake
Aug 1, 202510b5-1 plan
Matthew Ohayer
EXECUTIVE CHAIRPERSON · sold 30,000 at avg $35.83
$1.07M
0.4% of stake
Jul 23, 202510b5-1 plan
Matthew Ohayer
EXECUTIVE CHAIRPERSON · sold 5,000 at $40.34
$202k
<0.1% of stake

How to read this. Insiders sell for many reasons: taxes, diversifying, a house. Open-market buys are rarer and say more. A 10b5-1 plan is a trading schedule set up months in advance, so those sales were not timed on news. Large holders (funds and 10% owners) are listed under Everything but not counted as insiders. If you own or watch VITL, we send a push when an executive buys or makes a large sale outside a plan.

Source: SEC Form 4 filings, filed within two business days of each trade and checked for new ones every hour.

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Spot a number that looks wrong? Check it in VITL's SEC filings or

Download this analysis as a PDF (Pro)

Data sourced from SEC EDGAR filings and third-party price providers. Scores, valuations, and metrics are algorithmic estimates. This is not investment advice. See our Terms and Methodology.

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