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Vital Farms, Inc. planned insider sales

In the last twelve months insiders at Vital Farms, Inc. filed 9 Form 144 notices of planned sales, 221,955 shares worth $5.9 million at the time of filing, from 7 sellers. The latest, filed 16 March 2026: Stephanie Coon (officer), 6,500 shares worth $105,365, planned for around 16 March 2026 through Morgan Stanley Smith Barney LLC Executive Financial Services.

FiledSellerRelationshipSharesValuePlanned saleSold, per Form 4BrokerHow acquiredFiling
16 March 2026Stephanie CoonOfficer6,500$105,36516 March 2026No matching Form 4 saleMorgan Stanley Smith Barney LLC Executive Financial ServicesRestricted stock vesting under a registered planForm 144
16 March 2026Peter PappasOfficer6,500$105,36516 March 2026No matching Form 4 saleMorgan Stanley Smith Barney LLC Executive Financial ServicesRestricted stock vesting under a registered planForm 144
16 March 2026Kathryn McKeonOfficer6,680$108,28316 March 2026No matching Form 4 saleMorgan Stanley Smith Barney LLC Executive Financial ServicesRestricted stock vesting under a registered planForm 144
16 March 2026Joanne BalOfficer6,760$109,58016 March 2026No matching Form 4 saleMorgan Stanley Smith Barney LLC Executive Financial ServicesRestricted stock vesting under a registered planForm 144
12 March 2026Thilo WredeOfficer6,020$105,16912 March 2026No matching Form 4 saleMorgan Stanley Smith Barney LLC Executive Financial ServicesRestricted stock vesting under a registered planForm 144
4 March 2026Russell Diez-CansecoOfficer, Director27,660$553,4774 March 2026No matching Form 4 saleMorgan Stanley Smith Barney LLC Executive Financial ServicesRestricted stock vesting under a registered planForm 144
2 March 2026Matthew OhayerDirector, Officer, 10% Stockholder45,000$949,0502 March 202620,000 shares from 2 March 2026Morgan Stanley Smith Barney LLC Executive Financial ServicesFounders SharesForm 144
15 December 2025Russell Diez-CansecoDirector, Officer41,835$1.4 million15 December 202516,734 shares from 15 December 2025Morgan Stanley Smith Barney LLC Executive Financial ServicesPreviously Exercised Stock OptionsForm 144
1 December 2025Matthew OhayerDirector, Officer, 10% Stockholder75,000$2.5 million1 December 202575,000 shares from 1 December 2025Morgan Stanley Smith Barney LLC Executive Financial ServicesFounders SharesForm 144
A Form 144 is the notice an insider files with the SEC before selling restricted or control shares over the Rule 144 thresholds; it says what may be sold, not what was.
Read moreValue is the filer's own aggregate market value. Sold, per Form 4: the same seller's open-market sales on Form 4 from the notice's date to 90 days after, added up, as they appear on the insiders page; a holder who files no Form 4, such as some large holders, never shows one. What is a Form 144?