VITL insider disposes 35,000 shares under 10b5-1 plan
Rhea-AI Filing Summary
Matthew Ohayer, Executive Chairperson, Director and 10% owner of Vital Farms, Inc. (VITL), reported multiple open-market sales of common stock on 10/01/2025 completed under a Rule 10b5-1 trading plan adopted on March 14, 2025. The filing shows three sales: 600 shares at $38.17, 23,536 shares at a weighted average of $39.98, and 10,864 shares at a weighted average of $40.63, for a total of 35,000 shares sold. Following these transactions, the reporting person’s direct beneficial ownership is reported as 6,447,070 shares. The filing also discloses 716,000 shares held by a former spouse over which the reporting person has sole voting control but no pecuniary interest. The Form 4 was signed by an attorney-in-fact on 10/03/2025.
Positive
- Sales executed under a Rule 10b5-1 plan adopted on March 14, 2025, which documents preplanned trading
- Voting control retained over 716,000 shares held by a former spouse despite no pecuniary interest
Negative
- 35,000 total shares sold on 10/01/2025, reducing direct beneficial ownership to 6,447,070 shares
- Multiple transactions at prices between $39.38 and $40.91 indicate partial exits across price ranges
Insights
Insider sold 35,000 shares under a pre-established 10b5-1 plan; voting control retained over 716,000 shares.
The trades on 10/01/2025 were executed through a Rule 10b5-1 trading plan adopted on March 14, 2025, which indicates pre-planned disposition rather than opportunistic timing by the insider.
After the disposals the reporting person retains 6,447,070 shares directly and maintains sole voting control over an additional 716,000 shares held by a former spouse; the filing states the reporting person has no pecuniary interest in those indirectly held shares.
Insider Trade Summary
| Type | Security | Shares | Price | Value |
|---|---|---|---|---|
| Sale | Common Stock | 600 | $38.17 | $23K |
| Sale | Common Stock | 23,536 | $39.98 | $941K |
| Sale | Common Stock | 10,864 | $40.63 | $441K |
| holding | Common Stock | -- | -- | -- |
Footnotes (1)
- These sales were made pursuant to a Rule 10b5-1 trading plan adopted by the Reporting Person on March 14, 2025. The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $39.38 to $40.37 inclusive. The Reporting Person undertakes to provide to the Issuer, any security holder of the Issuer, or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price within the ranges set forth in footnotes (2) and (3). The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $40.38 to $40.91 inclusive. Pursuant to an agreement between the Reporting Person and his former spouse, the Reporting Person has sole voting control over the shares. The Reporting Person has no pecuniary interest in the shares.
