Vital Farms CSO buys 5,895 shares of stock
Vital Farms, Inc.'s Chief Strategy Officer Stephanie Coon reported acquiring common stock on May 15, 2026.
Rhea-AI Filing Summary
Vital Farms, Inc.'s Chief Strategy Officer Stephanie Coon reported acquiring common stock on May 15, 2026. She purchased 5,895 shares at $8.42 per share and separately received a grant of 500 shares at $7.21 per share. A footnote explains that shares were acquired under the 2020 Employee Stock Purchase Plan at 85% of the closing price on the purchase date. Following these transactions, she directly held 62,814 shares of Vital Farms common stock. The filing indicates these trades were not made under a Rule 10b5-1 plan.
Positive
- None.
Negative
- None.
Insider Trade Summary
Net Buyer: 5,895 shares
Net Buy
2 txns
Insider
Coon Stephanie
Role
Chief Strategy Officer
Bought
5,895 shs ($50K)
| Type | Security | Shares | Price | Value |
|---|---|---|---|---|
| Purchase | Common Stock | 5,895 | $8.42 | $50K |
| Grant/Award | Common Stock | 500 | $7.21 | $4K |
Holdings After Transaction:
Common Stock — 62,814 shares (Direct)
Footnotes (1)
- F1. These shares were acquired under the Issuer's 2020 Employee Stock Purchase Plan (the "ESPP") in a transaction that was exempt under both Rule 16b-3(d) and Rule 16b-3(c). In accordance with the ESPP, these shares were purchased at a price equal to 85% of the closing price of Issuer's common stock on the purchase date.
Key Figures
Market purchase shares: 5,895 shares
Market purchase price: $8.42 per share
Share grant size: 500 shares
+3 more
6 metrics
Market purchase shares
5,895 shares
Common stock purchased on May 15, 2026 at $8.42 per share
Market purchase price
$8.42 per share
Price paid for 5,895 Vital Farms common shares
Share grant size
500 shares
Common stock grant on May 15, 2026 valued at $7.21 per share
Share grant price
$7.21 per share
Reported value per share for 500-share grant
Post-transaction holdings
62,814 shares
Direct Vital Farms common stock held by Stephanie Coon after reported transactions
ESPP discount
85% of closing price
Employee Stock Purchase Plan acquisition price relative to closing stock price
Key Terms
Employee Stock Purchase Plan, Rule 16b-3(d), Rule 16b-3(c), grant/award acquisition, +1 more
5 terms
Employee Stock Purchase Plan financial
"shares were acquired under the Issuer's 2020 Employee Stock Purchase Plan"
An employee stock purchase plan is a company program that lets workers buy shares through small payroll deductions, often at a discount to the market price and after a set offering period. Think of it like a workplace savings plan that turns into ownership: it encourages employees to share in the company’s success and can create predictable buying or selling of stock that investors watch because it affects supply, demand and employee incentives.
Rule 16b-3(d) regulatory
"transaction that was exempt under both Rule 16b-3(d) and Rule 16b-3(c)"
Rule 16b-3(d) is a narrow SEC safe-harbor that shields company insiders (officers, directors and large shareholders) from liability for short‑swing profits when their buys or sells of company stock are made under a pre-established, written plan or contract that removes the insider’s ability to time trades. For investors, this matters because it permits predictable, automated insider transactions — like scheduled sales for diversification or payroll withholding — without triggering forced disgorgement, so such planned trades are treated differently from opportunistic insider trading.
Rule 16b-3(c) regulatory
"transaction that was exempt under both Rule 16b-3(d) and Rule 16b-3(c)"
An SEC rule that lets corporate insiders avoid automatic "short‑swing" profit recovery when they buy or sell their company’s stock under a pre‑approved, written plan that meets specific conditions. For investors, it matters because it clarifies when insider trades are treated as routine, reducing legal uncertainty and helping distinguish trades made for ordinary compensation or pre‑planned reasons from those that might signal opportunistic or timely insider advantage.
grant/award acquisition financial
"transaction_action": "grant/award acquisition"
open market or private transaction financial
"transaction_code_description": "Purchase in open market or private transaction"
FAQ
What insider stock transactions did Vital Farms (VITL) report for Stephanie Coon?
Stephanie Coon reported a purchase of 5,895 Vital Farms shares at $8.42 and a grant of 500 shares at $7.21 on May 15, 2026, increasing her direct holdings to 62,814 shares of common stock.
Were Stephanie Coon’s Vital Farms (VITL) trades under a Rule 10b5-1 plan?
The Form 4’s Rule 10b5-1 checkbox is unchecked, indicating these transactions were not executed under a Rule 10b5-1 trading plan. The filing instead references acquisitions, including those under the company’s 2020 Employee Stock Purchase Plan.
What role does the Employee Stock Purchase Plan play in Vital Farms (VITL) insider buying?
A footnote states that shares were acquired under Vital Farms’ 2020 Employee Stock Purchase Plan, with purchases at 85% of the closing stock price on the purchase date. This plan provides discounted share access to participating employees, including executives.
AI-generated analysis. How Rhea-AI works. Not financial advice.
