Insider buying at Vital Farms (VITL) as CSO adds shares and grant
Filing Impact
Filing Sentiment
Form Type
4
Rhea-AI Filing Summary
Vital Farms, Inc. Chief Strategy Officer Stephanie Coon reported acquiring additional common stock. She received a grant of 500 shares at $7.21 per share and separately purchased 5,895 shares in an open-market transaction at $8.42 per share. Following these insider purchases and awards, she directly owns 62,314 shares of Vital Farms common stock.
The 5,895-share purchase was made under the company’s 2020 Employee Stock Purchase Plan, at a price equal to 85% of the closing price on the purchase date as provided by the plan.
Positive
- None.
Negative
- None.
Insider Trade Summary
Net Buyer: 5,895 shares ($49,636)
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 — 62,314 shares (Direct, null)
Footnotes (1)
- [object Object]
Key Figures
Stock grant: 500 shares at $7.21
Open-market purchase: 5,895 shares at $8.42
Total direct holdings: 62,314 shares
+2 more
5 metrics
Stock grant
500 shares at $7.21
Common stock award to CSO Stephanie Coon
Open-market purchase
5,895 shares at $8.42
Common stock bought on 2026-05-15
Total direct holdings
62,314 shares
Shares owned after transactions
ESPP discount
85% of closing price
Purchase price formula under 2020 ESPP
Net insider buying
5,895 shares
Net buy-sell direction is net-buy
Key Terms
Employee Stock Purchase Plan, ESPP, Rule 16b-3(d), Rule 16b-3(c), +1 more
5 terms
Employee Stock Purchase Plan financial
"These shares were acquired under the Issuer's 2020 Employee Stock Purchase Plan (the "ESPP")"
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.
ESPP financial
"In accordance with the ESPP, these shares were purchased at a price equal to 85% of the closing price"
An Employee Stock Purchase Plan (ESPP) is a company program that lets employees buy the company’s shares at a reduced price, usually by setting aside a small portion of their pay over time. It matters to investors because it encourages employees to own part of the business—like giving staff a discounted membership— which can boost commitment and performance, while also potentially increasing the number of shares available and affecting shareholder value.
Rule 16b-3(d) regulatory
"in a 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
"in a 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.
open-market purchase financial
"transaction_action": "open-market purchase""
An open-market purchase is when an investor or a company buys shares on a public stock exchange at the going market price, rather than through a private deal. It matters to investors because these purchases change how many shares are available, can push the stock price up or signal confidence from large buyers, and often affect per-share metrics like earnings—think of it like someone buying lots of apples off a grocery shelf, reducing supply and potentially raising the price.
FAQ
What insider transactions did Vital Farms (VITL) report for Stephanie Coon?
Vital Farms reported that Chief Strategy Officer Stephanie Coon acquired 500 shares via a stock grant and bought 5,895 common shares in an open-market transaction. After these transactions, she directly holds 62,314 Vital Farms common shares.
Was the Vital Farms (VITL) insider purchase made through an employee plan?
Yes. The 5,895-share purchase was made under Vital Farms’ 2020 Employee Stock Purchase Plan. The shares were bought at 85% of the closing stock price on the purchase date, as specified by the ESPP’s discount terms.