Kathryn McKeon sold $1.6M of VITL
CMO and GM, Butter at Vital Farms, Inc.. 33,447 shares at an average of $48.55, traded Aug 15, 2025, filed Aug 19, 2025.
Score components
- +15RoleOfficer
- +25Trade size$1.6M at market
- +20Share of holdings soldSold 68% of holdings
- +15Cluster9 insiders selling within 14 days
- -15Exercise and sellShares came from an option exercise in the same filing
- -2010b5-1 planPre-scheduled under a 10b5-1 plan
What happened after comparable sells
Same side and tier, against the S&P 500, at 1, 3 and 6 months. Shown to Pro users; the whole table is on the backtest page.
Price around the trade, and since
From a quarter before the trade to today. The arrow is the trade, the circle the day the filing reached EDGAR, which is the first day anyone outside could act; the dotted line is the S&P 500 rebased to that day's close.
Daily candles, adjusted for splits and dividends. Green arrows are insider buys, red are sells, sized by value; the dashed line is the close on the filing day, the dotted line SPY rebased to it.Charts by TradingView Lightweight Charts™
Rows in this filing
Every transaction in Form 4 0001908254-25-000004, as filed. Open on EDGAR
| Date | Transaction | Shares | Price | Value | Holdings after | Filed |
|---|---|---|---|---|---|---|
| Aug 15, 2025 | SOpen-market sale Common Stock10b5-1 | -12,005 | $47.59 | $571k | 37,513 | Aug 19, 2025 |
| Aug 18, 2025 | MOption exercise Common Stock10b5-1 | +21,442 | $15.31 | $328k | 58,955 | Aug 19, 2025 |
| Aug 18, 2025 | SOpen-market sale Common Stock10b5-1 | -21,442 | $49.08 | $1.1M | 37,513 | Aug 19, 2025 |
| Aug 18, 2025 | MOption exercise Employee Stock Option (right to buy)derivative10b5-1 | -21,442 | $0.00 | $0 | 10,721 | Aug 19, 2025 |
Related signals
Other insiders at Vital Farms, Inc. and this insider’s other filings.
| Score | Company | Insider | Value | Holdings | Filed |
|---|---|---|---|---|---|
| 50Moderate | Vital Farms, Inc. | Karl Khoury director | $92k 5,000 shares | +4% | |
| 61Notable | Vital Farms, Inc. | William B. Cyr director | $98k 4,750 shares | +156% | |
| 8Weak | Vital Farms, Inc. | Matthew Ohayer EXECUTIVE CHAIRPERSON | $407k 20,000 shares | -0% | |
| 19Weak | Vital Farms, Inc. | Matthew Ohayer EXECUTIVE CHAIRPERSON | $558k 20,000 shares | -0% | |
| 22Weak | Vital Farms, Inc. | Matthew Ohayer EXECUTIVE CHAIRPERSON | $771k 25,000 shares | -0% | |
| 32Weak | Vital Farms, Inc. | Russell Diez-Canseco PRESIDENT AND CEO | $587k 16,734 shares | -3% | |
| 20Weak | Vital Farms, Inc. | Matthew Ohayer EXECUTIVE CHAIRPERSON | $176k 5,000 shares | -0% | |
| 31Weak | Vital Farms, Inc. | Matthew Ohayer EXECUTIVE CHAIRPERSON | $829k 25,000 shares | -0% | |
| 25Weak | Vital Farms, Inc. | Matthew Ohayer EXECUTIVE CHAIRPERSON | $987k 30,000 shares | -0% | |
| 30Weak | Vital Farms, Inc. | Russell Diez-Canseco PRESIDENT AND CEO | $429k 9,667 shares | -1% |
Not investment advice. Scores and forward returns are decision support built from public SEC filings and past prices; they describe what happened after comparable filings, not what will happen after this one. Do your own research and size your risk.