Prior Jane 4
4 · Vita Coco Company, Inc. · Filed Mar 9, 2026
Research Summary
AI-generated summary of this filing
Vita Coco (COCO) CMO Jane Prior Sells Shares
What Happened
Jane Prior, Chief Marketing Officer of Vita Coco (COCO), exercised options for 50,000 shares (exercise price $10.18) and then disposed of shares, including open-market sales of 50,000 shares that generated roughly $2.65M. She also had 2,163 shares withheld by the issuer to cover tax withholding in connection with RSU vesting. Separately, a performance-based award of 14,025 shares vested on Feb 20, 2026 (value shown $237,163).
Key Details
- Primary transaction dates: Feb 20, 2026 (award vesting); Mar 5, 2026 (option exercises and sales).
- Open-market sales: 34,159 shares @ weighted avg $52.73 = $1,801,204 (range $52.07–$53.06); 15,741 shares @ weighted avg $53.32 = $839,310 (range $53.07–$53.84); 100 shares @ $54.08 = $5,408. Total open-market proceeds ≈ $2,645,922.
- Tax-withholding dispositions: 1,458 shares @ $55.17 = $80,445 and 705 shares @ $55.17 = $38,898 (mandated issuer withholding).
- Option activity: Exercised/converted 50,000 shares at $10.18 (total exercise cost ~ $508,900 recorded); matching derivative entries show disposals at $0.00 consistent with a net settlement or immediate sale of shares acquired on exercise.
- Award: 14,025 performance-based shares vested on Feb 20, 2026 (acquisition value shown $16.91/share, $237,163) per footnote (performance conditions were met).
- Notable footnotes: sales were effected pursuant to a Rule 10b5-1 trading plan (F2); tax-withholding dispositions were mandated by the issuer (F1); several option grants have multi-year vesting schedules (F5–F11 as applicable).
- Shares owned after the reported transactions: not disclosed in the provided filing.
- Filing timeliness: no late-filing flag provided in the data supplied.
Context
- The sequence (exercise of options at $10.18 and near-immediate sales) is consistent with a cashless exercise / sell-to-cover pattern: exercising deeper in-the-money options, then selling shares to fund exercise/taxes and take proceeds.
- Sales executed under a 10b5-1 plan are pre-arranged trading plans and are often routine; tax-withholding disposals are mandatory and do not reflect discretionary selling.
- These transactions are factual disclosures of insider activity and do not by themselves indicate the insider’s view of the company’s long-term prospects.
Insider Transaction Report
Form 4
Prior Jane
Chief Marketing Officer
Transactions
- Tax Payment
Common Stock
[F1]2026-03-05$55.17/sh−1,458$80,445→ 128,104 total - Tax Payment
Common Stock
[F1]2026-03-05$55.17/sh−705$38,898→ 127,399 total - Exercise/Conversion
Common Stock
2026-03-05$10.18/sh+3,675$37,404→ 131,074 total - Exercise/Conversion
Common Stock
2026-03-05$10.18/sh+23,750$241,728→ 154,824 total - Exercise/Conversion
Common Stock
2026-03-05$10.18/sh+22,575$229,768→ 177,399 total - Sale
Common Stock
[F2][F3]2026-03-05$52.73/sh−34,159$1,801,204→ 143,240 total - Sale
Common Stock
[F2][F4]2026-03-05$53.32/sh−15,741$839,310→ 127,499 total - Sale
Common Stock
[F2]2026-03-05$54.08/sh−100$5,408→ 127,399 total - Award
Non-Qualified Stock Option (Right to Buy)
[F5]2026-02-20$16.91/sh+14,025$237,163→ 14,025 totalExercise: $16.91Exp: 2033-03-10→ Common Stock (14,025 underlying) - Exercise/Conversion
Non-Qualified Stock Option (Right to Buy)
[F6]2026-03-05−3,675→ 0 totalExercise: $10.18Exp: 2029-12-16→ Common Stock (3,675 underlying) - Exercise/Conversion
Non-Qualified Stock Option (Right to Buy)
[F6]2026-03-05−23,750→ 0 totalExercise: $10.18Exp: 2030-02-10→ Common Stock (23,750 underlying) - Exercise/Conversion
Non-Qualified Stock Option (Right to Buy)
[F6]2026-03-05−22,575→ 4,725 totalExercise: $10.18Exp: 2031-01-11→ Common Stock (22,575 underlying)
Holdings
- 45,605
Non-Qualified Stock Option (Right to Buy)
[F7]Exercise: $15.00Exp: 2031-10-21→ Common Stock (45,605 underlying) - 42,980
Non-Qualified Stock Option (Right to Buy)
[F8]Exercise: $15.36Exp: 2032-08-15→ Common Stock (42,980 underlying) - 14,205
Non-Qualified Stock Option (Right to Buy)
[F9]Exercise: $16.91Exp: 2033-03-10→ Common Stock (14,205 underlying) - 8,746
Non-Qualified Stock Option (Right to Buy)
[F10]Exercise: $26.18Exp: 2034-03-04→ Common Stock (8,746 underlying) - 13,218
Non-Qualified Stock Option (Right to Buy)
[F11]Exercise: $33.36Exp: 2035-03-04→ Common Stock (13,218 underlying)
Footnotes (11)
- [F1]The disposition reported on this Form 4 represents shares withheld to cover tax withholding obligations in connection with the vesting and settlement of Restricted Stock Units. The disposition is mandated by the Issuer and does not represent a discretionary transaction by the Reporting Person.
- [F10]The stock option vests in four equal annual installments beginning on March 4, 2025.
- [F11]The Reporting Person was granted stock options that will vest in four annual equal installments on each anniversary of the grant date provided that the Reporting Person remains in continuous service on each vesting date.
- [F2]The sales of shares of common stock reported were effected pursuant to a Rule 10b5-1 trading plan.
- [F3]The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $52.07 to $53.06, inclusive. The reporting person undertakes to provide the Issuer, any security holder of the Issuer, or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price within the ranges set forth in this footnote.
- [F4]The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $53.07 to $53.84, inclusive. The reporting person undertakes to provide the Issuer, any security holder of the Issuer, or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price within the ranges set forth in this footnote.
- [F5]The stock option is eligible to vest if certain performance conditions are met by the target date for the applicable performance condition(s) and expire if the performance conditions are not met by the final target date. The performance conditions applicable were timely satisfied, resulting in vesting of the option as to 14,025 shares on February 20, 2026.
- [F6]The stock option is fully vested and currently exercisable.
- [F7]The stock option vests in four equal annual installments beginning on November 27, 2022.
- [F8]The stock option vests in three equal annual installments beginning on August 15, 2025.
- [F9]The stock options vest in four annual equal installments beginning on March 10, 2024.
Signature
/s/ Alison Klein, attorney-in-fact for Jane Prior|2026-03-09