Vital Farms (VITL) stock: insider trades, news & valuation
Strong buyingShare price and insider trades
Vital Farms insider trading at a glance (Oct 9, 2026): in the past 12 months, 11 insiders bought $830K and 2 sold $5.0M of VITL stock on the open market, including a cluster buy that began May 13, 2026.
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VITL insider buying and selling by quarter
Open-market purchases (green, above the line) and sales (red, below), by trade date.
| Quarter | Bought | Purchases | Sold | Sales |
|---|---|---|---|---|
| Q4 2026 | — | 0 | — | 0 |
| Q3 2026 | — | 0 | — | 0 |
| Q2 2026 | $645K | 15 | — | 0 |
| Q1 2026 | $191K | 2 | $2.0M | 6 |
| Q4 2025 | — | 0 | $4.4M | 12 |
Valuation, profit and volume
Summary
Over the past 12 months, 11 Vital Farms, Inc. insiders reported open-market purchases totaling $830K, while 2 insiders reported sales totaling $5.0M. The most recent cluster buy began on May 13, 2026, when 10 insiders bought a combined $640K. Among insiders with enough purchase history to measure, Joseph Michael Holland (Chief Supply Chain Officer) has the highest Insider Score at 81. 18 of 18 recorded sales were made under pre-scheduled Rule 10b5-1 trading plans, which are usually less informative than discretionary sales.
Insider transactions
Open-market purchases and sales.
| Filed | Insider | Type | Shares | Price | Value | Since | Score |
|---|---|---|---|---|---|---|---|
| May 21SEC | Joseph Michael HollandChief Supply Chain Officer | Buy | 12,48438,150 held (+49%) | $8.00 | $100K | +16.6% | 81 |
| May 21SEC | William B. CyrDirector | Buy | 6,00013,794 held (+77%) | $8.52 | $51K | +9.5% | 37 |
| May 21SEC | Glenda J FlanaganDirector | Buy | 6,10037,498 held (+19%) | $8.33 | $51K | +12.0% | 71 |
| May 21SEC | Kelly J. KennedyDirector | Buy | 2,50022,927 held (+12%) | $8.40 | $21K | +11.1% | 81 |
| May 21SEC | Hoven Reena Chauhan VanChief People Officer | Buy | 2,24225,827 held (+10%) | $8.92 | $20K | +4.6% | — |
| May 20SEC | Glenda J FlanaganDirector | Buy | 6,10037,498 held (+19%) | $8.33 | $51K | +12.0% | 71 |
| May 19SEC | Gisel RuizDirector | Buy | 6,15146,549 held (+15%) | $8.13 | $50K | +14.8% | — |
| May 19SEC | Stephanie CoonChief Strategy Officer | Buy | 5,89562,314 held (+10%) | $8.42 | $50K | +10.8% | — |
| May 19SEC | Kofi Owusu Amoo-gottfriedDirector | Buy | 2,37531,061 held (+8%) | $8.45 | $20K | +10.4% | — |
| May 18SEC | Joseph Michael HollandChief Supply Chain Officer | Buy | 12,48438,150 held (+49%) | $8.00 | $100K | +16.6% | 81 |
| May 18SEC | William B. CyrDirector | Buy | 6,00013,794 held (+77%) | $8.52 | $51K | +9.5% | 37 |
| May 18SEC | Peter Nicholas PappasPresident | Buy | 3,50085,169 held (+4%) | $8.51 | $30K | +9.6% | — |
| May 18SEC | Kelly J. KennedyDirector | Buy | 2,50022,927 held (+12%) | $8.40 | $21K | +11.1% | 81 |
| May 18SEC | Kathryn MckeonCmo And Gm, Butter | Buy | 60450,275 held (+1%) | $8.28 | $5K | +12.7% | — |
| May 15SEC | Denny Marie PostDirector | Buy | 3,00019,312 held (+18%) | $8.23 | $25K | +13.4% | — |
| Mar 13SEC | Matthew Ohayer10% Owner | Sell Plan | 15,0006,326,190 held (−0%) | $20.33 | $305K | -54.1% | — |
| Mar 11SEC | Karl KhouryDirector | Buy | 5,000119,789 held (+4%) | $18.45 | $92K | -49.4% | — |
| Mar 4SEC | Matthew Ohayer10% Owner | Sell Plan | 20,0006,321,190 held (−0%) | $20.33 | $407K | -54.1% | — |
| Mar 4SEC | William B. CyrDirector | Buy | 4,7507,794 held (+156%) | $20.70 | $98K | -54.9% | 37 |
| Feb 4SEC | Matthew OhayerExecutive Chairperson | Sell Plan | 18,4006,342,790 held (−0%) | $27.87 | $513K | -66.5% | — |
| Feb 4SEC | Matthew OhayerExecutive Chairperson | Sell Plan | 1,6006,341,190 held (−0%) | $28.33 | $45K | -67.1% | — |
| Jan 6SEC | Matthew OhayerExecutive Chairperson | Sell Plan | 12,5166,361,190 held (−0%) | $31.27 | $391K | -70.2% | — |
| Jan 6SEC | Matthew OhayerExecutive Chairperson | Sell Plan | 12,4846,373,706 held (−0%) | $30.43 | $380K | -69.3% | — |
| Dec 17SEC | Russell Diez-cansecoCEO, President | Sell Plan | 16,734649,684 held (−3%) | $35.05 | $587K | -73.4% | — |
| Dec 17SEC | Matthew OhayerExecutive Chairperson | Sell Plan | 5,0006,386,190 held (−0%) | $35.25 | $176K | -73.5% | — |
| Dec 3SEC | Matthew OhayerExecutive Chairperson | Sell Plan | 20,9276,395,263 held (−0%) | $33.07 | $692K | -71.8% | — |
| Dec 3SEC | Matthew OhayerExecutive Chairperson | Sell Plan | 4,0736,391,190 held (−0%) | $33.67 | $137K | -72.3% | — |
| Nov 5SEC | Matthew OhayerExecutive Chairperson | Sell Plan | 21,4086,425,662 held (−0%) | $31.85 | $682K | -70.7% | — |
| Nov 5SEC | Matthew OhayerExecutive Chairperson | Sell Plan | 5,0006,417,070 held (−0%) | $37.78 | $189K | -75.3% | — |
| Nov 5SEC | Matthew OhayerExecutive Chairperson | Sell Plan | 3,5926,422,070 held (−0%) | $32.35 | $116K | -71.2% | — |
| Oct 10SEC | Russell Diez-cansecoCEO, President | Sell Plan | 5,263670,513 held (−1%) | $44.11 | $232K | -78.8% | — |
| Oct 10SEC | Russell Diez-cansecoCEO, President | Sell Plan | 4,404666,109 held (−1%) | $44.72 | $197K | -79.1% | — |
| Oct 3SEC | Matthew OhayerExecutive Chairperson | Sell Plan | 23,5366,457,934 held (−0%) | $39.98 | $941K | -76.7% | — |
| Oct 3SEC | Matthew OhayerExecutive Chairperson | Sell Plan | 10,8646,447,070 held (−0%) | $40.63 | $441K | -77.0% | — |
| Oct 3SEC | Matthew OhayerExecutive Chairperson | Sell Plan | 6006,481,470 held (−0%) | $38.17 | $23K | -75.6% | — |
Insiders at Vital Farms, Inc.
| Insider | Bought | Sold | Last filing | Score |
|---|---|---|---|---|
| Matthew Ohayer10% Owner | — | $5.4M | Mar 13, 2026 | — |
| Russell Diez-cansecoCEO, President | — | $1.0M | Dec 17, 2025 | — |
| William B. CyrDirector | $201K | — | May 21, 2026 | 37 |
| Joseph Michael HollandChief Supply Chain Officer | $200K | — | May 21, 2026 | 81 |
| Glenda J FlanaganDirector | $102K | — | May 21, 2026 | 71 |
| Karl KhouryDirector | $92K | — | Mar 11, 2026 | — |
| Gisel RuizDirector | $50K | — | May 19, 2026 | — |
| Stephanie CoonChief Strategy Officer | $50K | — | May 19, 2026 | — |
| Kelly J. KennedyDirector | $42K | — | May 21, 2026 | 81 |
| Peter Nicholas PappasPresident | $30K | — | May 18, 2026 | — |
| Denny Marie PostDirector | $25K | — | May 15, 2026 | — |
| Kofi Owusu Amoo-gottfriedDirector | $20K | — | May 19, 2026 | — |
| Hoven Reena Chauhan VanChief People Officer | $20K | — | May 21, 2026 | — |
| Kathryn MckeonCmo And Gm, Butter | $5K | — | May 18, 2026 | — |
VITL stock: common questions
Are Vital Farms, Inc. insiders buying VITL stock?
In the past 12 months, 11 insiders reported open-market purchases of VITL worth $830K. The latest was Chief Supply Chain Officer Joseph Michael Holland bought $100K of VITL at $8.00 — raises the stake by 49%.
Are Vital Farms, Inc. insiders selling VITL stock?
2 insiders reported sales worth $5.0M over the same period.
Where does this data come from?
Every transaction comes from Form 4 filings that insiders must submit to the SEC within two business days of a trade. We pull them from SEC EDGAR every night.
What is VITL's 52-week range?
Over the past year VITL has traded between $8.28 and $43.68. It last closed at $9.33 on Oct 9, 2026.