Van Hoven Reena Chauhan
Chief People Officer
PurchaseAlert
- Shares
- 2,242
- Price
- $8.92
- Value
- $19,999
SEC EDGAR · Forms 3/4/5Updated through Oct 30, 2026•87 filings
VITL
Vital Farms, Inc.
No net buying or selling imbalance over the last 3 months
No net buyers or sellers account for the net balance. There is no cluster of three distinct buyers within 30 days. We found no CEO/CFO purchases over 12 months.
How to read this signal
Only open-market P purchases and S sales count toward the signal. Vesting, options, taxes and gifts remain in the source data but do not trigger alerts. Rule 10b5-1 trades are shown as informational.
3-month balance
$0.00
0 buyers · 0 sellers
12-month purchases
$612,567
12 distinct insiders
12-month sales
$4,213,266
2 distinct insiders
Highlighted alerts
20
36 Rule 10b5-1 trades treated as informational
Buying cluster · 30 days
Fewer than three distinct buyers
CEO/CFO purchases · 12 months
No executive purchases found
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Form 4 raw → Raspberry
The value is in what we do not call a signal.
The SEC XML stores every transaction. Raspberry keeps that evidence, reads the footnotes and separates voluntary open-market activity from vesting, option exercises, gifts, tax withholding, stock purchase and dividend reinvestment plans and pre-programmed 10b5-1 trades.
100
Raw transactions
Everything returned by the filing
56
Voluntary view
P/S trades after deterministic checks
55
Administrative noise
Stored, never alerted
32
10b5-1
Shown as informational
SEC ownership XML facts
- Code
- F
- Shares
- 344
- Price
- $10.03
- Footnotes
- 2
Shares withheld by the Issuer to satisfy withholding tax obligation. Includes 2,242 shares held jointly with Reporting Person's spouse.
Recent transactions
Voluntary purchases and sales; administrative noise stays hidden.
Flanagan Glenda J
Director
PurchaseAlert
- Shares
- 6,100
- Price
- $8.33
- Value
- $50,813
Coon Stephanie
Chief Strategy Officer
PurchaseAlert
- Shares
- 5,895
- Price
- $8.42
- Value
- $49,636
Amoo-Gottfried Kofi Owusu
Director
PurchaseAlert
- Shares
- 2,375
- Price
- $8.45
- Value
- $20,069
Kennedy Kelly J.
Director
PurchaseAlert
- Shares
- 2,500
- Price
- $8.40
- Value
- $21,000
Cyr William B.
Director
PurchaseAlert
- Shares
- 6,000
- Price
- $8.52
- Value
- $51,120
Holland Joseph Michael
Chief Supply Chain Officer
PurchaseAlert
- Shares
- 12,484
- Price
- $8.00
- Value
- $99,872
McKeon Kathryn
CMO and GM, Butter
PurchaseAlert
- Shares
- 604
- Price
- $8.28
- Value
- $5,001
Pappas Peter Nicholas
CSO and President, Eggs
PurchaseAlert
- Shares
- 3,500
- Price
- $8.51
- Value
- $29,785
Ruiz Gisel
Director
PurchaseAlert
- Shares
- 6,151
- Price
- $8.13
- Value
- $50,008
Post Denny Marie
Director
PurchaseAlert
- Shares
- 3,000
- Price
- $8.23
- Value
- $24,690
Khoury Karl
Director
PurchaseAlert
- Shares
- 5,000
- Price
- $18.45
- Value
- $92,250
OHAYER MATTHEW
10% owner
Sale 10b5-1
- Shares
- 15,000
- Price
- $20.33
- Value
- $304,950
Cyr William B.
Director
PurchaseAlert
- Shares
- 4,750
- Price
- $20.70
- Value
- $98,325
OHAYER MATTHEW
EXECUTIVE CHAIRPERSON
Sale 10b5-1
- Shares
- 1,600
- Price
- $28.33
- Value
- $45,328
OHAYER MATTHEW
EXECUTIVE CHAIRPERSON
Sale 10b5-1
- Shares
- 18,400
- Price
- $27.87
- Value
- $512,808
OHAYER MATTHEW
EXECUTIVE CHAIRPERSON
Sale 10b5-1
- Shares
- 12,516
- Price
- $31.27
- Value
- $391,375
OHAYER MATTHEW
EXECUTIVE CHAIRPERSON
Sale 10b5-1
- Shares
- 12,484
- Price
- $30.43
- Value
- $379,888
OHAYER MATTHEW
EXECUTIVE CHAIRPERSON
Sale 10b5-1
- Shares
- 5,000
- Price
- $35.25
- Value
- $176,250
Diez-Canseco Russell
PRESIDENT AND CEO
Sale 10b5-1
- Shares
- 16,734
- Price
- $35.05
- Value
- $586,527
OHAYER MATTHEW
EXECUTIVE CHAIRPERSON
Sale 10b5-1
- Shares
- 4,073
- Price
- $33.67
- Value
- $137,138
OHAYER MATTHEW
EXECUTIVE CHAIRPERSON
Sale 10b5-1
- Shares
- 20,927
- Price
- $33.07
- Value
- $692,056
OHAYER MATTHEW
EXECUTIVE CHAIRPERSON
Sale 10b5-1
- Shares
- 5,000
- Price
- $37.78
- Value
- $188,900
OHAYER MATTHEW
EXECUTIVE CHAIRPERSON
Sale 10b5-1
- Shares
- 3,592
- Price
- $32.35
- Value
- $116,201
OHAYER MATTHEW
EXECUTIVE CHAIRPERSON
Sale 10b5-1
- Shares
- 21,408
- Price
- $31.85
- Value
- $681,845
Diez-Canseco Russell
PRESIDENT AND CEO
Sale 10b5-1
- Shares
- 4,404
- Price
- $44.72
- Value
- $196,947
Diez-Canseco Russell
PRESIDENT AND CEO
Sale 10b5-1
- Shares
- 5,263
- Price
- $44.11
- Value
- $232,151
OHAYER MATTHEW
EXECUTIVE CHAIRPERSON
Sale 10b5-1
- Shares
- 10,864
- Price
- $40.63
- Value
- $441,404
OHAYER MATTHEW
EXECUTIVE CHAIRPERSON
Sale 10b5-1
- Shares
- 23,536
- Price
- $39.98
- Value
- $940,969
OHAYER MATTHEW
EXECUTIVE CHAIRPERSON
Sale 10b5-1
- Shares
- 600
- Price
- $38.17
- Value
- $22,902
Diez-Canseco Russell
PRESIDENT AND CEO
Sale 10b5-1
- Shares
- 943
- Price
- $47.84
- Value
- $45,113
Diez-Canseco Russell
PRESIDENT AND CEO
Sale 10b5-1
- Shares
- 15,757
- Price
- $47.29
- Value
- $745,149
OHAYER MATTHEW
EXECUTIVE CHAIRPERSON
SaleAlert
- Shares
- 100,000
- Price
- $50.96
- Value
- $5,096,000
OHAYER MATTHEW
EXECUTIVE CHAIRPERSON
Sale 10b5-1
- Shares
- 24,441
- Price
- $52.39
- Value
- $1,280,464
OHAYER MATTHEW
EXECUTIVE CHAIRPERSON
Sale 10b5-1
- Shares
- 20,559
- Price
- $51.52
- Value
- $1,059,200
OHAYER MATTHEW
EXECUTIVE CHAIRPERSON
Sale 10b5-1
- Shares
- 100,000
- Price
- $51.98
- Value
- $5,198,000
OHAYER MATTHEW
EXECUTIVE CHAIRPERSON
Sale 10b5-1
- Shares
- 100,000
- Price
- $51.13
- Value
- $5,113,000
Bal Joanne
GC, SEC. AND HEAD OF IMPACT
SaleAlert
- Shares
- 4,796
- Price
- $50.95
- Value
- $244,356
OHAYER MATTHEW
EXECUTIVE CHAIRPERSON
Sale 10b5-1
- Shares
- 4,200
- Price
- $50.25
- Value
- $211,050
OHAYER MATTHEW
EXECUTIVE CHAIRPERSON
Sale 10b5-1
- Shares
- 800
- Price
- $50.31
- Value
- $40,248
McKeon Kathryn
CMO and GM, Butter
Sale 10b5-1
- Shares
- 21,442
- Price
- $49.08
- Value
- $1,052,373
McKeon Kathryn
CMO and GM, Butter
Sale 10b5-1
- Shares
- 12,005
- Price
- $47.59
- Value
- $571,318
Bal Joanne
GC, SEC. AND HEAD OF IMPACT
SaleAlert
- Shares
- 9,999
- Price
- $47.70
- Value
- $476,952
Wrede Thilo
CHIEF FINANCIAL OFFICER
Sale 10b5-1
- Shares
- 2,793
- Price
- $47.70
- Value
- $133,226
Wrede Thilo
CHIEF FINANCIAL OFFICER
Sale 10b5-1
- Shares
- 600
- Price
- $47.06
- Value
- $28,236
Post Denny Marie
Director
SaleAlert
- Shares
- 6,086
- Price
- $47.75
- Value
- $290,607
Khoury Karl
Director
SaleAlert
- Shares
- 20,000
- Price
- $47.63
- Value
- $952,600
Coon Stephanie
SVP STRATEGY
SaleAlert
- Shares
- 10,005
- Price
- $46.15
- Value
- $461,731
Diez-Canseco Russell
PRESIDENT AND CEO
Sale 10b5-1
- Shares
- 16,700
- Price
- $46.11
- Value
- $770,037
Wrede Thilo
CHIEF FINANCIAL OFFICER
Sale 10b5-1
- Shares
- 1,200
- Price
- $45.56
- Value
- $54,672
Pappas Peter Nicholas
CSO and President, Eggs
SaleAlert
- Shares
- 2,811
- Price
- $45.35
- Value
- $127,479
OHAYER MATTHEW
EXECUTIVE CHAIRPERSON
Sale 10b5-1
- Shares
- 5,000
- Price
- $45.25
- Value
- $226,250
OHAYER MATTHEW
EXECUTIVE CHAIRPERSON
Sale 10b5-1
- Shares
- 5,000
- Price
- $40.31
- Value
- $201,550
OHAYER MATTHEW
EXECUTIVE CHAIRPERSON
Sale 10b5-1
- Shares
- 10,043
- Price
- $36.42
- Value
- $365,766
OHAYER MATTHEW
EXECUTIVE CHAIRPERSON
Sale 10b5-1
- Shares
- 19,957
- Price
- $35.53
- Value
- $709,072
OHAYER MATTHEW
EXECUTIVE CHAIRPERSON
Sale 10b5-1
- Shares
- 5,000
- Price
- $40.34
- Value
- $201,700
| Date | Insider | Transaction | Shares | Price | Value | Reading |
|---|---|---|---|---|---|---|
| May 19, 2026 | Van Hoven Reena Chauhan Chief People Officer | Purchase | 2,242 | $8.92 | $19,999 | |
| May 18, 2026 | Flanagan Glenda J Director | Purchase | 6,100 | $8.33 | $50,813 | |
| May 15, 2026 | Coon Stephanie Chief Strategy Officer | Purchase | 5,895 | $8.42 | $49,636 | |
| May 15, 2026 | Amoo-Gottfried Kofi Owusu Director | Purchase | 2,375 | $8.45 | $20,069 | |
| May 14, 2026 | Kennedy Kelly J. Director | Purchase | 2,500 | $8.40 | $21,000 | |
| May 14, 2026 | Cyr William B. Director | Purchase | 6,000 | $8.52 | $51,120 | |
| May 14, 2026 | Holland Joseph Michael Chief Supply Chain Officer | Purchase | 12,484 | $8.00 | $99,872 | |
| May 14, 2026 | McKeon Kathryn CMO and GM, Butter | Purchase | 604 | $8.28 | $5,001 | |
| May 14, 2026 | Pappas Peter Nicholas CSO and President, Eggs | Purchase | 3,500 | $8.51 | $29,785 | |
| May 13, 2026 | Ruiz Gisel Director | Purchase | 6,151 | $8.13 | $50,008 | |
| May 13, 2026 | Post Denny Marie Director | Purchase | 3,000 | $8.23 | $24,690 | |
| Mar 09, 2026 | Khoury Karl Director | Purchase | 5,000 | $18.45 | $92,250 | |
| Mar 02, 2026 | OHAYER MATTHEW 10% owner | Sale | 15,000 | $20.33 | $304,950 | |
| Mar 02, 2026 | Cyr William B. Director | Purchase | 4,750 | $20.70 | $98,325 | |
| Feb 02, 2026 | OHAYER MATTHEW EXECUTIVE CHAIRPERSON | Sale | 1,600 | $28.33 | $45,328 | |
| Feb 02, 2026 | OHAYER MATTHEW EXECUTIVE CHAIRPERSON | Sale | 18,400 | $27.87 | $512,808 | |
| Jan 02, 2026 | OHAYER MATTHEW EXECUTIVE CHAIRPERSON | Sale | 12,516 | $31.27 | $391,375 | |
| Jan 02, 2026 | OHAYER MATTHEW EXECUTIVE CHAIRPERSON | Sale | 12,484 | $30.43 | $379,888 | |
| Dec 15, 2025 | OHAYER MATTHEW EXECUTIVE CHAIRPERSON | Sale | 5,000 | $35.25 | $176,250 | |
| Dec 15, 2025 | Diez-Canseco Russell PRESIDENT AND CEO | Sale | 16,734 | $35.05 | $586,527 | |
| Dec 01, 2025 | OHAYER MATTHEW EXECUTIVE CHAIRPERSON | Sale | 4,073 | $33.67 | $137,138 | |
| Dec 01, 2025 | OHAYER MATTHEW EXECUTIVE CHAIRPERSON | Sale | 20,927 | $33.07 | $692,056 | |
| Nov 04, 2025 | OHAYER MATTHEW EXECUTIVE CHAIRPERSON | Sale | 5,000 | $37.78 | $188,900 | |
| Nov 03, 2025 | OHAYER MATTHEW EXECUTIVE CHAIRPERSON | Sale | 3,592 | $32.35 | $116,201 | |
| Nov 03, 2025 | OHAYER MATTHEW EXECUTIVE CHAIRPERSON | Sale | 21,408 | $31.85 | $681,845 | |
| Oct 08, 2025 | Diez-Canseco Russell PRESIDENT AND CEO | Sale | 4,404 | $44.72 | $196,947 | |
| Oct 08, 2025 | Diez-Canseco Russell PRESIDENT AND CEO | Sale | 5,263 | $44.11 | $232,151 | |
| Oct 01, 2025 | OHAYER MATTHEW EXECUTIVE CHAIRPERSON | Sale | 10,864 | $40.63 | $441,404 | |
| Oct 01, 2025 | OHAYER MATTHEW EXECUTIVE CHAIRPERSON | Sale | 23,536 | $39.98 | $940,969 | |
| Oct 01, 2025 | OHAYER MATTHEW EXECUTIVE CHAIRPERSON | Sale | 600 | $38.17 | $22,902 | |
| Sep 10, 2025 | Diez-Canseco Russell PRESIDENT AND CEO | Sale | 943 | $47.84 | $45,113 | |
| Sep 10, 2025 | Diez-Canseco Russell PRESIDENT AND CEO | Sale | 15,757 | $47.29 | $745,149 | |
| Sep 04, 2025 | OHAYER MATTHEW EXECUTIVE CHAIRPERSON | Sale | 100,000 | $50.96 | $5,096,000 | |
| Sep 02, 2025 | OHAYER MATTHEW EXECUTIVE CHAIRPERSON | Sale | 24,441 | $52.39 | $1,280,464 | |
| Sep 02, 2025 | OHAYER MATTHEW EXECUTIVE CHAIRPERSON | Sale | 20,559 | $51.52 | $1,059,200 | |
| Sep 02, 2025 | OHAYER MATTHEW EXECUTIVE CHAIRPERSON | Sale | 100,000 | $51.98 | $5,198,000 | |
| Aug 29, 2025 | OHAYER MATTHEW EXECUTIVE CHAIRPERSON | Sale | 100,000 | $51.13 | $5,113,000 | |
| Aug 22, 2025 | Bal Joanne GC, SEC. AND HEAD OF IMPACT | Sale | 4,796 | $50.95 | $244,356 | |
| Aug 21, 2025 | OHAYER MATTHEW EXECUTIVE CHAIRPERSON | Sale | 4,200 | $50.25 | $211,050 | |
| Aug 19, 2025 | OHAYER MATTHEW EXECUTIVE CHAIRPERSON | Sale | 800 | $50.31 | $40,248 | |
| Aug 18, 2025 | McKeon Kathryn CMO and GM, Butter | Sale | 21,442 | $49.08 | $1,052,373 | |
| Aug 15, 2025 | McKeon Kathryn CMO and GM, Butter | Sale | 12,005 | $47.59 | $571,318 | |
| Aug 15, 2025 | Bal Joanne GC, SEC. AND HEAD OF IMPACT | Sale | 9,999 | $47.70 | $476,952 | |
| Aug 14, 2025 | Wrede Thilo CHIEF FINANCIAL OFFICER | Sale | 2,793 | $47.70 | $133,226 | |
| Aug 14, 2025 | Wrede Thilo CHIEF FINANCIAL OFFICER | Sale | 600 | $47.06 | $28,236 | |
| Aug 14, 2025 | Post Denny Marie Director | Sale | 6,086 | $47.75 | $290,607 | |
| Aug 13, 2025 | Khoury Karl Director | Sale | 20,000 | $47.63 | $952,600 | |
| Aug 12, 2025 | Coon Stephanie SVP STRATEGY | Sale | 10,005 | $46.15 | $461,731 | |
| Aug 12, 2025 | Diez-Canseco Russell PRESIDENT AND CEO | Sale | 16,700 | $46.11 | $770,037 | |
| Aug 11, 2025 | Wrede Thilo CHIEF FINANCIAL OFFICER | Sale | 1,200 | $45.56 | $54,672 | |
| Aug 11, 2025 | Pappas Peter Nicholas CSO and President, Eggs | Sale | 2,811 | $45.35 | $127,479 | |
| Aug 08, 2025 | OHAYER MATTHEW EXECUTIVE CHAIRPERSON | Sale | 5,000 | $45.25 | $226,250 | |
| Aug 07, 2025 | OHAYER MATTHEW EXECUTIVE CHAIRPERSON | Sale | 5,000 | $40.31 | $201,550 | |
| Aug 01, 2025 | OHAYER MATTHEW EXECUTIVE CHAIRPERSON | Sale | 10,043 | $36.42 | $365,766 | |
| Aug 01, 2025 | OHAYER MATTHEW EXECUTIVE CHAIRPERSON | Sale | 19,957 | $35.53 | $709,072 | |
| Jul 23, 2025 | OHAYER MATTHEW EXECUTIVE CHAIRPERSON | Sale | 5,000 | $40.34 | $201,700 |
“Alert” means a voluntary, unscheduled transaction according to the filing; it is not an investment recommendation. Official source: SEC EDGAR.