Vital Farms Executive Sells 20k Shares Amid Social Media Backlash Surrounding Company

2026-02-22 06:09:19

Abstract generation in progress

Matthew Ohayer, Executive Chairperson of Vital Farms (VITL 1.38%), executed the sale of 20,000 shares in multiple open-market transactions on Feb. 2, 2026, totaling approximately $558,136, according to a SEC Form 4 filing.

Transaction summary

Metric	Value
Shares sold (direct)	20,000
Transaction value	$558,13
Post-transaction shares (direct)	6,341,190
Post-transaction shares (indirect)	400,000
Post-transaction value (direct ownership)	$174,002,253.60

_Transaction value based on SEC Form 4 weighted average purchase price ($27.91); post-transaction value based on Feb. 2, 2026 market close ($27.44). _

Key questions

How does the size of this transaction compare to Ohayer’s historical trading pattern?
The 20,000-share sale is slightly below the historical median sell size of 24,000 shares.
What portion of Ohayer’s total ownership was impacted by this transaction?
The sale affected only direct holdings, accounting for 0.31% of direct ownership, leaving the indirect position of 400,000 shares unchanged.

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NASDAQ: VITL

Vital Farms

Today’s Change

(-1.38%) $-0.38

Current Price

$27.17

Key Data Points

Market Cap

$1.2B

Day’s Range

$26.53 - $27.82

52wk Range

$25.51 - $53.13

Volume

1.3M

Avg Vol

1.8M

Gross Margin

37.81%

Company overview

Metric	Value
Revenue (TTM)	$711.88 million
Net income (TTM)	$60.54 million
Employees	598
1-year price change	-23.21%

1-year price change calculated as of market close Feb. 21, 2026.

Company snapshot

Vital Farms is a leading U.S. provider of pasture-raised eggs, hard-boiled eggs, and butter, leveraging a network of small family farms to deliver ethically sourced products at scale. The company targets health-conscious consumers and retailers seeking ethically produced, high-quality food products in the United States.

What this transaction means for investors

Still only five years removed from its IPO, Vital Farms stock is still currently declining for over the past year, after falling approximately 15% for the year of 2025, and down another 15% in 2026 as of Feb. 21. Earlier this month the company faced social media criticism for people concerned that their egg products and accused them of allegedly having soy, corn, and linoleic acid, found from lab test results.

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