Holland Joseph Michael 4

What Happened
Joseph Michael Holland, Chief Supply Chain Officer of Vital Farms, purchased 12,484 shares of VITL in an open-market transaction on May 14, 2026. The reported weighted-average price was $8.00 per share, for a total of approximately $99,872. This was a straight purchase (code P), which many investors treat as a potentially bullish signal compared with routine selling.

Key Details

• Transaction date: 2026-05-14; Form 4 filed: 2026-05-18 (filed within the required two-business-day window).
• Reported price: $8.00 per share (weighted average). Footnote indicates trades occurred at prices ranging $7.98–$8.01; the reporting person can provide a breakdown on request.
• Shares purchased: 12,484; total value ≈ $99,872.
• Shares owned after the transaction: not disclosed in the provided filing excerpt.
• Transaction code: P = Purchase. No 10b5-1 plan, gift, tax withholding, or option exercise was reported in the excerpt.

Context
Purchases by company officers are often noted by retail investors as one data point about insider confidence, but filings do not state motivation. This filing appears timely and straightforward: an open-market buy at a modest dollar value relative to many insider trades.