Coon Stephanie 4

What Happened Stephanie Coon, Chief Strategy Officer of Vital Farms, purchased a total of 6,395 shares on May 15, 2026. She acquired 5,895 shares in an open-market/private purchase at $8.42 each (≈ $49,636) and 500 shares via an award/acquisition priced at $7.21 each (≈ $3,605). These were purchases (insider buys), which are typically considered more informative than sales but do not by themselves indicate motive.

Key Details

• Transaction dates: May 15, 2026
• Open-market/private purchase (code P): 5,895 shares at $8.42 each; total ≈ $49,636
• Award/acquisition (code A): 500 shares at $7.21 each; total ≈ $3,605
• Combined acquisition value: ≈ $53,241
• Footnote: The 500-share acquisition was through Vital Farms’ 2020 Employee Stock Purchase Plan (ESPP), purchased at 85% of the closing price on the purchase date and exempt under Rules 16b-3(c) and 16b-3(d).
• Shares owned after the transaction: not specified in the Form 4 filing
• Filing timeliness: Form 4 was filed May 19, 2026; for a May 15 transaction this meets the usual two-business-day filing deadline (timely).

Context

• The A-code ESPP purchase reflects an employee plan discounted purchase (85% of closing price) rather than a market trade; the P-code reflects an open-market acquisition. Purchases by officers are factual signals of acquisition activity but do not prove future company performance.