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sellWeak10b5-1 plan

Matthew Ohayer sold $305k of VITL

EXECUTIVE CHAIRPERSON at Vital Farms, Inc.. 15,000 shares at an average of $20.33, traded Mar 2, 2026, filed Mar 13, 2026.

Warning score
6
Value
$305k
15,000 shares
Holdings after
6,326,190
-0% from before
From 52-week low
0%
low $20.12, close $20.12
From 52-week high
-62%
high $52.41, as of Mar 2, 2026

Score components

  • Role
    10% owner
    +12
  • Trade size
    $305k at market
    +14
  • Share of holdings sold
    Sold 0.2% of holdings
    0
  • Cluster
    No other insider selling within 14 days
    0
  • 10b5-1 plan
    Pre-scheduled under a 10b5-1 plan
    -20

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.

VITLOct 9, 2026 · close 9.33
Since filing Mar 13, 2026: -45.8%SPY +18.5% · excess -64.3%

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 0001193125-26-106173, as filed. Open on EDGAR

DateTransactionSharesPriceValueHoldings afterFiled
Mar 2, 2026SOpen-market sale
Common Stock10b5-1
-15,000$20.33$305k6,326,190Mar 13, 2026

Related signals

Other insiders at Vital Farms, Inc. and this insider’s other filings.

ScoreCompanyInsiderValueHoldingsFiled
51Moderate
VITLbuy 3
Vital Farms, Inc.
Kofi Owusu Amoo-Gottfried
director
$20k
2,375 shares
+8%
58Moderate
VITLbuy 3
Vital Farms, Inc.
Stephanie Coon
Chief Strategy Officer
$50k
5,895 shares
+10%
70Notable
VITLbuy 3
Vital Farms, Inc.
William B. Cyr
director
$51k
6,000 shares
+77%
50Moderate
VITLbuy 2
Vital Farms, Inc.
Karl Khoury
director
$92k
5,000 shares
+4%
61Notable
VITLbuy 2
Vital Farms, Inc.
William B. Cyr
director
$98k
4,750 shares
+156%
8Weak
VITLsell10b5-1
Vital Farms, Inc.
Matthew Ohayer
EXECUTIVE CHAIRPERSON
$407k
20,000 shares
-0%
19Weak
VITLsell10b5-1
Vital Farms, Inc.
Matthew Ohayer
EXECUTIVE CHAIRPERSON
$558k
20,000 shares
-0%
22Weak
VITLsell10b5-1
Vital Farms, Inc.
Matthew Ohayer
EXECUTIVE CHAIRPERSON
$771k
25,000 shares
-0%
32Weak
VITLsell 210b5-1
Vital Farms, Inc.
Russell Diez-Canseco
PRESIDENT AND CEO
$587k
16,734 shares
-3%
20Weak
VITLsell 210b5-1
Vital Farms, Inc.
Matthew Ohayer
EXECUTIVE CHAIRPERSON
$176k
5,000 shares
-0%

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.