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Vital Farms, Inc.

VITL Net selling
CIK 0001579733 #3163 in the set updated 17 Sep 2026
Bought (120 mo)
$1.27M
out of their own pocket, the only kind of buying there is
Sold (120 mo)
$442.07M
$227.52M on a plan · $125.80M straight out of an exercise
Sold at will
$88.75M
34 of 215 sales
Net
−$440.80M
−$87.48M against sales at will

By person

22 insiders · 254 transactions
8.3×

Russell Diez-Canseco holds 8.3 times base salary in stock. $6.30M of shares against $749.81K in salary for 2025.

Salary from the company's own proxy. The shares are what Russell Diez-Canseco last reported holding, valued at $8.92, the price Common Stock was last bought or sold at on the open market here, on 19 May 2026.

Insider
Role
Bought
Sold
Net
Holding
Of company
Worth
Change
OHAYER MATTHEW
10% owner
$360.20K (4)
$268.37M (75) scheduled
−$268.01M
8,926,720
20.79%
$79.63M
−54.0%
Diez-Canseco Russell
Exec. Chair, President & CEO
—
$48.44M (75) scheduled
−$48.44M
706,060
1.64%
$6.30M
+41,531%
Flanagan Glenda J
Director
$50.81K (1)
$47.55M (2)
−$47.50M
1,651,164
3.85%
$14.73M
−10.7%
Drever Brent
Director
—
$23.49M (4)
−$23.49M
137,806
0.3210%
$1.23M
−94.1%
Jones Jason L.
10% owner
—
$18.68M (4) scheduled
−$18.68M
640,461
1.49%
$5.71M
−55.3%
Khoury Karl
Director
$180.25K (2)
$13.77M (8)
−$13.59M
1,910,605
4.45%
$17.04M
+29.3%
Dale Jason
COO
—
$11.96M (19) scheduled
−$11.96M
56,123
0.1307%
$500.62K
+5,418%
McKeon Kathryn
CMO and GM, Butter
$5.00K (1)
$2.68M (4) scheduled
−$2.68M
50,275
0.1171%
$448.45K
+3,520%
Bal Joanne
CLO, Secy. & Head of Impact
—
$2.44M (6) scheduled
−$2.44M
55,843
0.1301%
$498.12K
+4,290%
Coon Stephanie
Chief Strategy Officer
$49.64K (1)
$1.78M (4) scheduled
−$1.73M
62,814
0.1463%
$560.30K
+615.6%
Marcus Scott
Chief Marketing Officer
—
$891.09K (2) scheduled
−$891.09K
0
0.0000%
$0.00
—
Pappas Peter Nicholas
CSO and President, Eggs
$29.79K (1)
$753.72K (3)
−$723.94K
85,564
0.1993%
$763.23K
+4,656%
Post Denny Marie
Director
$34.40K (2)
$568.40K (3)
−$534.00K
29,748
0.0693%
$265.35K
—
Kennedy Kelly J.
Director
$21.00K (1)
$387.82K (1)
−$366.82K
33,363
0.0777%
$297.60K
—
Wrede Thilo
Chief Financial Officer
—
$301.21K (5) scheduled
−$301.21K
75,977
0.1770%
$677.71K
—
Ruiz Gisel
Director
$248.01K (2)
—
+$248.01K
56,985
0.1327%
$508.31K
—
Cyr William B.
Director
$149.45K (2)
—
+$149.45K
24,230
0.0564%
$216.13K
—
Holland Joseph Michael
Chief Supply Chain Officer
$99.87K (1)
—
+$99.87K
37,738
0.0879%
$336.62K
—
Amoo-Gottfried Kofi Owusu
Director
$20.07K (1)
—
+$20.07K
41,497
0.0967%
$370.15K
—
Van Hoven Reena Chauhan
Chief People Officer
$20.00K (1)
—
+$20.00K
25,827
0.0602%
$230.38K
+243.1%
Meissner Bo Erick
Chief Financial Officer
—
—
—
38,687
0.0901%
$345.09K
+7,637%
DAWSON JEFFERY S
CHIEF ACCOUNTING OFFICER
—
—
—
14,095
0.0328%
$125.73K
—

Individual transactions

102
Insider
Date
Role
Action
Shares
Price
Amount
McKeon Kathryn
18 Aug 2025
CMO and GM, Butter
Sold after exercise
21,442
$49.08
$1.05M
Wrede Thilo
14 Aug 2025
CHIEF FINANCIAL OFFICER
Sold after exercise
2,793
$47.70
$133.23K
Wrede Thilo
14 Aug 2025
CHIEF FINANCIAL OFFICER
Sold after exercise
600
$47.06
$28.24K
Diez-Canseco Russell
12 May 2025
PRESIDENT AND CEO
Sold after exercise
11,271
$34.55
$389.41K
Diez-Canseco Russell
12 May 2025
PRESIDENT AND CEO
Sold after exercise
33,872
$33.98
$1.15M
Diez-Canseco Russell
14 Apr 2025
PRESIDENT AND CEO
Sold after exercise
45,124
$33.69
$1.52M
Diez-Canseco Russell
12 Mar 2025
PRESIDENT AND CEO
Sold after exercise
8,719
$31.94
$278.48K
Diez-Canseco Russell
12 Mar 2025
PRESIDENT AND CEO
Sold after exercise
36,653
$31.48
$1.15M
Diez-Canseco Russell
12 Feb 2025
PRESIDENT AND CEO
Sold after exercise
44,970
$35.27
$1.59M
Bal Joanne
17 Jan 2025
GC, SEC. AND HEAD OF IMPACT
Sold after exercise
28,246
$45.10
$1.27M
McKeon Kathryn
17 Jan 2025
CMO and GM, Butter
Sold after exercise
12,300
$44.05
$541.82K
Diez-Canseco Russell
13 Jan 2025
PRESIDENT AND CEO
Sold after exercise
5,500
$43.30
$238.15K
Diez-Canseco Russell
13 Jan 2025
PRESIDENT AND CEO
Sold after exercise
24,386
$42.60
$1.04M
Diez-Canseco Russell
13 Jan 2025
PRESIDENT AND CEO
Sold after exercise
11,642
$41.42
$482.21K
Diez-Canseco Russell
13 Jan 2025
PRESIDENT AND CEO
Sold after exercise
3,100
$40.55
$125.71K
McKeon Kathryn
13 Jan 2025
CHIEF MARKETING OFFICER
Sold after exercise
12,300
$42.08
$517.58K
Diez-Canseco Russell
13 Dec 2024
PRESIDENT AND CEO
Sold after exercise
2,231
$37.83
$84.40K
Diez-Canseco Russell
13 Dec 2024
PRESIDENT AND CEO
Sold after exercise
82,314
$37.21
$3.06M
Diez-Canseco Russell
12 Dec 2024
PRESIDENT AND CEO
Sold after exercise
1,108
$39.13
$43.36K
Diez-Canseco Russell
12 Dec 2024
PRESIDENT AND CEO
Sold after exercise
18,856
$38.20
$720.30K
Diez-Canseco Russell
12 Dec 2024
PRESIDENT AND CEO
Sold after exercise
24,764
$37.18
$920.73K
Diez-Canseco Russell
19 Nov 2024
PRESIDENT AND CEO
Sold after exercise
5,000
$30.00
$150.00K
Diez-Canseco Russell
12 Nov 2024
PRESIDENT AND CEO
Sold after exercise
737
$29.53
$21.76K
Diez-Canseco Russell
12 Nov 2024
PRESIDENT AND CEO
Sold after exercise
39,913
$28.79
$1.15M
Diez-Canseco Russell
14 Oct 2024
PRESIDENT AND CEO
Sold after exercise
44,653
$40.07
$1.79M
Diez-Canseco Russell
12 Sep 2024
PRESIDENT AND CEO
Sold after exercise
45,400
$30.68
$1.39M
Diez-Canseco Russell
11 Sep 2024
PRESIDENT AND CEO
Sold after exercise
100,000
$31.18
$3.12M
Diez-Canseco Russell
12 Aug 2024
PRESIDENT AND CEO
Sold after exercise
8,300
$30.83
$255.89K
Diez-Canseco Russell
12 Aug 2024
PRESIDENT AND CEO
Sold after exercise
37,202
$30.34
$1.13M
Diez-Canseco Russell
12 Aug 2024
PRESIDENT AND CEO
Sold after exercise
100,000
$30.71
$3.07M
Diez-Canseco Russell
12 Jul 2024
PRESIDENT AND CEO
Sold after exercise
7,641
$44.30
$338.50K
Diez-Canseco Russell
12 Jul 2024
PRESIDENT AND CEO
Sold after exercise
36,740
$43.59
$1.60M
Diez-Canseco Russell
12 Jun 2024
PRESIDENT AND CEO
Sold after exercise
600
$43.00
$25.80K
Diez-Canseco Russell
12 Jun 2024
PRESIDENT AND CEO
Sold after exercise
39,710
$42.43
$1.68M
Diez-Canseco Russell
12 Jun 2024
PRESIDENT AND CEO
Sold after exercise
4,253
$41.40
$176.07K
Diez-Canseco Russell
11 Jun 2024
PRESIDENT AND CEO
Sold after exercise
10,301
$40.85
$420.80K
Diez-Canseco Russell
10 Jun 2024
PRESIDENT AND CEO
Sold after exercise
23,014
$41.25
$949.33K
Diez-Canseco Russell
10 Jun 2024
PRESIDENT AND CEO
Sold after exercise
66,685
$40.60
$2.71M
Coon Stephanie
16 May 2024
SVP OF PEOPLE AND STRATEGY
Sold after exercise
21,953
$36.94
$810.94K
Coon Stephanie
15 May 2024
SVP OF PEOPLE AND STRATEGY
Sold after exercise
8,047
$36.96
$297.42K
Dale Jason
14 May 2024
COO
Sold after exercise
78,725
$36.84
$2.90M
Dale Jason
14 May 2024
COO
Sold after exercise
30,961
$36.03
$1.12M
Dale Jason
13 May 2024
COO
Sold after exercise
200
$36.65
$7.33K
Dale Jason
13 May 2024
COO
Sold after exercise
45,268
$35.52
$1.61M
Dale Jason
13 May 2024
COO
Sold after exercise
37,932
$34.82
$1.32M
Diez-Canseco Russell
13 May 2024
PRESIDENT AND CEO
Sold after exercise
500
$36.54
$18.27K
Diez-Canseco Russell
13 May 2024
PRESIDENT AND CEO
Sold after exercise
37,401
$35.68
$1.33M
Diez-Canseco Russell
13 May 2024
PRESIDENT AND CEO
Sold after exercise
7,009
$34.86
$244.33K
Diez-Canseco Russell
9 May 2024
PRESIDENT AND CEO
Sold after exercise
4
$35.14
$140.56
Diez-Canseco Russell
9 May 2024
PRESIDENT AND CEO
Sold after exercise
7,077
$34.64
$245.15K
Diez-Canseco Russell
9 May 2024
PRESIDENT AND CEO
Sold after exercise
18,184
$33.52
$609.53K
Diez-Canseco Russell
8 May 2024
PRESIDENT AND CEO
Sold after exercise
9,735
$30.00
$292.05K
Diez-Canseco Russell
12 Apr 2024
PRESIDENT AND CEO
Sold after exercise
36,948
$25.07
$926.29K
Diez-Canseco Russell
5 Apr 2024
PRESIDENT AND CEO
Sold after exercise
30,000
$25.03
$750.90K
Diez-Canseco Russell
12 Mar 2024
PRESIDENT AND CEO
Sold after exercise
31,643
$20.94
$662.60K
Diez-Canseco Russell
7 Mar 2024
PRESIDENT AND CEO
Sold after exercise
25,000
$20.10
$502.50K
Dale Jason
1 Mar 2024
COO
Sold after exercise
14,622
$18.09
$264.51K
Dale Jason
29 Feb 2024
COO
Sold after exercise
5,818
$18.01
$104.78K
Dale Jason
21 Feb 2024
COO
Sold after exercise
8,840
$18.00
$159.12K
Dale Jason
21 Feb 2024
COO
Sold after exercise
5,594
$16.30
$91.18K
Dale Jason
20 Feb 2024
COO
Sold after exercise
14,006
$16.03
$224.52K
Diez-Canseco Russell
12 Feb 2024
PRESIDENT AND CEO
Sold after exercise
27,528
$15.49
$426.41K
Diez-Canseco Russell
16 Jan 2024
President and CEO
Sold after exercise
1,464
$15.13
$22.15K
Diez-Canseco Russell
12 Jan 2024
President and CEO
Sold after exercise
26,096
$15.23
$397.44K
Diez-Canseco Russell
12 Dec 2023
President and CEO
Sold after exercise
25,651
$15.12
$387.84K
Diez-Canseco Russell
13 Nov 2023
President and CEO
Sold after exercise
26,505
$11.85
$314.08K
Diez-Canseco Russell
12 Oct 2023
President and CEO
Sold after exercise
26,844
$10.78
$289.38K
Diez-Canseco Russell
7 Sep 2023
President and CEO
Sold after exercise
26,720
$11.34
$303.00K
Dale Jason
18 Jan 2022
COO
Sold after exercise
37,568
$17.68
$664.20K
Diez-Canseco Russell
7 Jun 2021
President and CEO
Sold after exercise
30,550
$22.08
$674.54K
Diez-Canseco Russell
2 Jun 2021
President and CEO
Sold after exercise
13,373
$22.00
$294.21K
Dale Jason
11 May 2021
COO
Sold after exercise
38
$23.02
$874.76
Dale Jason
11 May 2021
COO
Sold after exercise
19,962
$22.23
$443.76K
Diez-Canseco Russell
30 Apr 2021
President and CEO
Sold after exercise
14,641
$24.51
$358.85K
Diez-Canseco Russell
29 Apr 2021
President and CEO
Sold after exercise
5,305
$25.08
$133.05K
Diez-Canseco Russell
29 Apr 2021
President and CEO
Sold after exercise
9,336
$24.46
$228.36K
Diez-Canseco Russell
28 Apr 2021
President and CEO
Sold after exercise
400
$25.24
$10.10K
Diez-Canseco Russell
28 Apr 2021
President and CEO
Sold after exercise
14,241
$24.47
$348.48K
Dale Jason
7 Apr 2021
COO
Sold after exercise
25,000
$22.28
$557.00K
Dale Jason
6 Apr 2021
COO
Sold after exercise
25,000
$22.07
$551.75K
Diez-Canseco Russell
5 Apr 2021
President and CEO
Sold after exercise
25,770
$22.18
$571.58K
Diez-Canseco Russell
1 Apr 2021
President and CEO
Sold after exercise
18,153
$22.09
$401.00K
Dale Jason
16 Mar 2021
COO
Sold after exercise
25,000
$28.21
$705.25K
Diez-Canseco Russell
3 Mar 2021
President and CEO
Sold after exercise
14,641
$28.13
$411.85K
Diez-Canseco Russell
2 Mar 2021
President and CEO
Sold after exercise
14,641
$27.83
$407.46K
Diez-Canseco Russell
1 Mar 2021
President and CEO
Sold after exercise
14,641
$28.21
$413.02K
Marcus Scott
19 Feb 2021
Chief Marketing Officer
Sold after exercise
25,262
$30.14
$761.40K
Dale Jason
16 Feb 2021
COO
Sold after exercise
1,900
$27.72
$52.67K
Dale Jason
16 Feb 2021
COO
Sold after exercise
23,100
$26.92
$621.85K
Marcus Scott
8 Feb 2021
Chief Marketing Officer
Sold after exercise
4,920
$26.36
$129.69K
Diez-Canseco Russell
29 Jan 2021
President and CEO
Sold after exercise
14,641
$24.59
$360.02K
Diez-Canseco Russell
28 Jan 2021
President and CEO
Sold after exercise
1,900
$26.17
$49.72K
Diez-Canseco Russell
28 Jan 2021
President and CEO
Sold after exercise
1,400
$25.63
$35.88K
Diez-Canseco Russell
28 Jan 2021
President and CEO
Sold after exercise
11,341
$24.33
$275.93K
Diez-Canseco Russell
27 Jan 2021
President and CEO
Sold after exercise
95
$26.85
$2.55K
Diez-Canseco Russell
27 Jan 2021
President and CEO
Sold after exercise
14,546
$26.27
$382.12K
Flanagan Glenda J
4 Aug 2020
Director
Sold after exercise indirect
421,337
$20.46
$8.62M
Jones Jason L.
4 Aug 2020
10% owner
Sold after exercise indirect
123,000
$20.46
$2.52M
Jones Jason L.
4 Aug 2020
10% owner
Sold after exercise indirect
123,000
$20.46
$2.52M
Jones Jason L.
4 Aug 2020
10% owner
Sold after exercise indirect
333,561
$20.46
$6.82M
Jones Jason L.
4 Aug 2020
10% owner
Sold after exercise indirect
333,561
$20.46
$6.82M
Khoury Karl
4 Aug 2020
Director
Sold after exercise indirect
227,749
$20.46
$4.66M
Showing 250 of 254 transactions. The figures above use every one of them.

What was left out

Form 4 filings counted 345
Amendments (4/A) skipped 22
Filings about a different issuer 0
Unreadable filings 0
Joint filings 0
Sales on a Rule 10b5-1 plan 78
Sales straight out of an exercise 103
Sales at will 34
Transactions with no price 0
Shares from compensation/vesting 13,497,601
Sales filed before the plan box existed 6
History held since 30 Jul 2020