Prior Jane 4

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.