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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

78
Insider
Date
Role
Action
Shares
Price
Amount
OHAYER MATTHEW
2 Mar 2026
10% owner
Sold on a plan
20,000
$20.33
$406.60K
OHAYER MATTHEW
2 Feb 2026
EXECUTIVE CHAIRPERSON
Sold on a plan
1,600
$28.33
$45.33K
OHAYER MATTHEW
2 Feb 2026
EXECUTIVE CHAIRPERSON
Sold on a plan
18,400
$27.87
$512.81K
OHAYER MATTHEW
2 Jan 2026
EXECUTIVE CHAIRPERSON
Sold on a plan
12,516
$31.27
$391.38K
OHAYER MATTHEW
2 Jan 2026
EXECUTIVE CHAIRPERSON
Sold on a plan
12,484
$30.43
$379.89K
Diez-Canseco Russell
15 Dec 2025
PRESIDENT AND CEO
Sold on a plan
16,734
$35.05
$586.53K
OHAYER MATTHEW
15 Dec 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
5,000
$35.25
$176.25K
OHAYER MATTHEW
1 Dec 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
4,073
$33.67
$137.14K
OHAYER MATTHEW
1 Dec 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
20,927
$33.07
$692.06K
OHAYER MATTHEW
4 Nov 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
5,000
$37.78
$188.90K
OHAYER MATTHEW
3 Nov 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
3,592
$32.35
$116.20K
OHAYER MATTHEW
3 Nov 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
21,408
$31.85
$681.84K
Diez-Canseco Russell
8 Oct 2025
PRESIDENT AND CEO
Sold on a plan
4,404
$44.72
$196.95K
Diez-Canseco Russell
8 Oct 2025
PRESIDENT AND CEO
Sold on a plan
5,263
$44.11
$232.15K
OHAYER MATTHEW
1 Oct 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
10,864
$40.63
$441.40K
OHAYER MATTHEW
1 Oct 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
23,536
$39.98
$940.97K
OHAYER MATTHEW
1 Oct 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
600
$38.17
$22.90K
Diez-Canseco Russell
10 Sep 2025
PRESIDENT AND CEO
Sold on a plan
943
$47.84
$45.11K
Diez-Canseco Russell
10 Sep 2025
PRESIDENT AND CEO
Sold on a plan
15,757
$47.29
$745.15K
OHAYER MATTHEW
2 Sep 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
24,441
$52.39
$1.28M
OHAYER MATTHEW
2 Sep 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
20,559
$51.52
$1.06M
OHAYER MATTHEW
2 Sep 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
100,000
$51.98
$5.20M
OHAYER MATTHEW
29 Aug 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
100,000
$51.13
$5.11M
OHAYER MATTHEW
21 Aug 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
4,200
$50.25
$211.05K
OHAYER MATTHEW
19 Aug 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
800
$50.31
$40.25K
McKeon Kathryn
15 Aug 2025
CMO and GM, Butter
Sold on a plan
12,005
$47.59
$571.32K
Diez-Canseco Russell
12 Aug 2025
PRESIDENT AND CEO
Sold on a plan
16,700
$46.11
$770.04K
Wrede Thilo
11 Aug 2025
CHIEF FINANCIAL OFFICER
Sold on a plan
1,200
$45.56
$54.67K
OHAYER MATTHEW
8 Aug 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
5,000
$45.25
$226.25K
OHAYER MATTHEW
7 Aug 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
5,000
$40.31
$201.55K
OHAYER MATTHEW
1 Aug 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
10,043
$36.42
$365.77K
OHAYER MATTHEW
1 Aug 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
19,957
$35.53
$709.07K
OHAYER MATTHEW
23 Jul 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
5,000
$40.34
$201.70K
Wrede Thilo
11 Jul 2025
CHIEF FINANCIAL OFFICER
Sold on a plan
1,200
$38.97
$46.76K
OHAYER MATTHEW
1 Jul 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
20,286
$39.32
$797.65K
OHAYER MATTHEW
1 Jul 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
9,714
$38.85
$377.39K
OHAYER MATTHEW
17 Jun 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
5,000
$32.25
$161.25K
OHAYER MATTHEW
13 Jun 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
700
$32.07
$22.45K
OHAYER MATTHEW
13 Jun 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
24,300
$31.61
$768.12K
Wrede Thilo
12 Jun 2025
CHIEF FINANCIAL OFFICER
Sold on a plan
1,200
$31.93
$38.32K
OHAYER MATTHEW
19 May 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
24,000
$35.94
$862.56K
OHAYER MATTHEW
21 Apr 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
24,000
$32.68
$784.32K
OHAYER MATTHEW
24 Mar 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
4,000
$31.39
$125.56K
OHAYER MATTHEW
19 Mar 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
20,000
$29.46
$589.20K
OHAYER MATTHEW
19 Feb 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
12,500
$35.30
$441.25K
OHAYER MATTHEW
19 Feb 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
11,500
$34.55
$397.33K
OHAYER MATTHEW
21 Jan 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
500
$44.94
$22.47K
OHAYER MATTHEW
21 Jan 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
9,594
$43.73
$419.55K
OHAYER MATTHEW
21 Jan 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
12,606
$42.84
$540.04K
OHAYER MATTHEW
21 Jan 2025
EXECUTIVE CHAIRPERSON
Sold on a plan
1,300
$41.94
$54.52K
OHAYER MATTHEW
19 Dec 2024
EXECUTIVE CHAIRPERSON
Sold on a plan
12,192
$38.59
$470.49K
OHAYER MATTHEW
19 Dec 2024
EXECUTIVE CHAIRPERSON
Sold on a plan
11,808
$37.77
$445.99K
OHAYER MATTHEW
20 Nov 2024
EXECUTIVE CHAIRPERSON
Sold on a plan
4,000
$30.31
$121.24K
OHAYER MATTHEW
19 Nov 2024
EXECUTIVE CHAIRPERSON
Sold on a plan
12,711
$29.96
$380.82K
OHAYER MATTHEW
19 Nov 2024
EXECUTIVE CHAIRPERSON
Sold on a plan
7,289
$29.02
$211.53K
OHAYER MATTHEW
21 Oct 2024
EXECUTIVE CHAIRPERSON
Sold on a plan
1,900
$39.89
$75.79K
OHAYER MATTHEW
21 Oct 2024
EXECUTIVE CHAIRPERSON
Sold on a plan
22,100
$39.02
$862.34K
OHAYER MATTHEW
18 Sep 2024
EXECUTIVE CHAIRPERSON
Sold on a plan
3,479
$33.14
$115.29K
OHAYER MATTHEW
18 Sep 2024
EXECUTIVE CHAIRPERSON
Sold on a plan
20,521
$32.51
$667.14K
OHAYER MATTHEW
19 Aug 2024
EXECUTIVE CHAIRPERSON
Sold on a plan
24,000
$31.18
$748.32K
OHAYER MATTHEW
19 Jul 2024
EXECUTIVE CHAIRPERSON
Sold on a plan
24,000
$39.58
$949.92K
OHAYER MATTHEW
18 Jun 2024
EXECUTIVE CHAIRPERSON
Sold on a plan
628
$43.21
$27.14K
OHAYER MATTHEW
18 Jun 2024
EXECUTIVE CHAIRPERSON
Sold on a plan
23,372
$42.54
$994.24K
OHAYER MATTHEW
20 May 2024
EXECUTIVE CHAIRPERSON
Sold on a plan
19,924
$39.15
$780.02K
OHAYER MATTHEW
20 May 2024
EXECUTIVE CHAIRPERSON
Sold on a plan
4,076
$38.63
$157.46K
OHAYER MATTHEW
9 May 2024
EXECUTIVE CHAIRPERSON
Sold on a plan
4,000
$33.15
$132.60K
OHAYER MATTHEW
19 Apr 2024
EXECUTIVE CHAIRPERSON
Sold on a plan
20,000
$25.12
$502.40K
OHAYER MATTHEW
5 Apr 2024
EXECUTIVE CHAIRPERSON
Sold on a plan
7,462,777
$25.26
$188.51M
OHAYER MATTHEW
19 Mar 2024
EXECUTIVE CHAIRMAN
Sold on a plan
16,000
$22.95
$367.20K
OHAYER MATTHEW
7 Mar 2024
EXECUTIVE CHAIRMAN
Sold on a plan
4,000
$20.67
$82.68K
OHAYER MATTHEW
20 Feb 2024
EXECUTIVE CHAIRMAN
Sold on a plan
12,000
$15.83
$189.96K
OHAYER MATTHEW
19 Jan 2024
Executive Chairman
Sold on a plan
12,000
$14.36
$172.32K
OHAYER MATTHEW
19 Dec 2023
Executive Chairman
Sold on a plan
12,000
$14.52
$174.24K
Diez-Canseco Russell
13 Dec 2023
President and CEO
Sold on a plan
418
$15.06
$6.30K
Dale Jason
4 Dec 2023
COO
Sold on a plan
40,000
$14.14
$565.60K
OHAYER MATTHEW
17 Nov 2023
Executive Chairman
Sold on a plan
12,000
$12.61
$151.32K
OHAYER MATTHEW
17 Oct 2023
Executive Chairman
Sold on a plan
12,000
$10.99
$131.88K
OHAYER MATTHEW
6 Sep 2023
Executive Chairman
Sold on a plan
12,000
$11.42
$137.04K
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