MarketPeel
Insider Trading Intelligence
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KM

Kathryn Mckeon

VITL
CMO AND GM, BUTTER · VITAL FARMS, INC. · CIK 0001908254
FILING MIX · LIFETIME32%/68%
BUYS
11
SELLS
23
TOTAL VALUE
$3.54M
COMPANIES
1
ACTIVE SINCE
Mar 2022
HOLDINGS NOW
50,275
AVG SELL PX
$40.99
TRADE KIND
SHOWING 34 / 34
Trades · vs SPY
Loading price series…
Performance · forward returns vs SPY
4 backtested trades · 8 horizons · 6 pendingHow are these numbers computed? →
Forward-return performance of every backtestable P/S trade by Kathryn Mckeon, measured at 8 horizons from 7 days to 2 years. Deduped per economic event so co-filings count once. Excess return = trade return minus SPY return over the same window.
HORIZONTRADESWIN RATEINSIDER RETURNSPY RETURNMEAN EXCESSMEDIAN EXCESST-STAT
7d4+25.00%+3.18%+1.41%+1.78%+3.31%—
14d4+25.00%+2.83%+0.90%+1.94%+2.12%—
30d4+100.00%-12.40%+2.75%-15.15%-15.82%—
60d4+100.00%-22.33%-0.78%-21.55%-21.53%—
90d4+100.00%-28.84%-2.68%-26.16%-25.57%—
180d4+100.00%-28.75%+6.47%-35.22%-35.74%—
1y4(2 pending)+100.00%-30.76%+17.89%-48.65%-48.65%—
2y4(4 pending)——————
How to read this: Insider Returnis the average raw return of the filer's trades over the horizon. SPY Return is what SPY did over those same windows — reference only, not a comparison. The headline alpha number is Mean Excess = Insider − SPY; green means the filer beat SPY, red means they trailed it. Win rate is the share of individual trades where the filer beat SPY. T-statvalues above 2 mean the alpha is unlikely to be chance given the sample size. "Pending" counts trades where the horizon hasn't elapsed yet; their stats are not included in the row average.
Holdings over time
VITL · 50,275 shares · as of May 14, 2026
014,73929,47844,21658,9552023202420252026SHARES HELD
Trading cadence · quarterly flow
BUY ● SELL ●
2022
2022
2022
2022
2023
2023
2023
2023
2024
2024
2024
2024
2025
2025
2025
2025
2026
2026
FLOW · 11 buys / 23 sellsCOVERAGE · 18 quarters
Form 4 filings · all activity
COMPANYTYPESHARESPRICEVALUEHELD AFTERTRADE DATEFILEDDETAILS
VITL
VITAL FARMS, INC.
PURCHASE
CMO and GM, Butter
604$8.28$5.0K50,275May 14, 2026May 18, 2026 ↗View →
VITL
VITAL FARMS, INC.
SALE
CMO and GM, Butter
928$17.21$16.0K49,671Mar 16, 2026Mar 16, 2026 ↗View →
VITL
VITAL FARMS, INC.
SALE
CMO and GM, Butter
1,683$17.62$29.7K50,599Mar 12, 2026Mar 16, 2026 ↗View →
VITL
VITAL FARMS, INC.
PURCHASEGRANT
Stock grant
15,184——52,282Mar 5, 2026Mar 6, 2026 ↗View →
VITL
VITAL FARMS, INC.
SALE
CMO and GM, Butter
784$20.30$15.9K37,098Mar 4, 2026Mar 6, 2026 ↗View →
VITL
VITAL FARMS, INC.
SALE10b5-1
10b5-1 plan
21,442$49.08$1.05M37,513Aug 18, 2025Aug 19, 2025 ↗View →
VITL
VITAL FARMS, INC.
PURCHASE
CMO and GM, Butter
21,442$15.31$328.3K58,955Aug 18, 2025Aug 19, 2025 ↗View →
VITL
VITAL FARMS, INC.
SALE
CMO and GM, Butter
21,442——10,721Aug 18, 2025Aug 19, 2025 ↗View →
VITL
VITAL FARMS, INC.
SALE10b5-1
10b5-1 plan
12,005$47.59$571.3K37,513Aug 15, 2025Aug 19, 2025 ↗View →
VITL
VITAL FARMS, INC.
SALE
CMO and GM, Butter
1,500$29.32$44.0K49,518Mar 13, 2025Mar 17, 2025 ↗View →
VITL
VITAL FARMS, INC.
SALE
CMO and GM, Butter
1,046$29.32$30.7K49,887Mar 13, 2025Jan 27, 2026 ↗View →
VITL
VITAL FARMS, INC.
SALE
CMO and GM, Butter
1,768$31.60$55.9K50,933Mar 11, 2025Jan 27, 2026 ↗View →
VITL
VITAL FARMS, INC.
SALE
CMO and GM, Butter
1,683$31.60$53.2K51,018Mar 11, 2025Mar 12, 2025 ↗View →
VITL
VITAL FARMS, INC.
SALE
CMO and GM, Butter
1,426$32.04$45.7K52,701Mar 10, 2025Jan 27, 2026 ↗View →
VITL
VITAL FARMS, INC.
SALE
CMO and GM, Butter
1,426$32.04$45.7K52,701Mar 10, 2025Mar 12, 2025 ↗View →
VITL
VITAL FARMS, INC.
PURCHASEGRANT
Stock grant
7,924——54,127Mar 3, 2025Mar 5, 2025 ↗View →
VITL
VITAL FARMS, INC.
SALE10b5-1
10b5-1 plan
12,300$44.05$541.8K46,203Jan 17, 2025Jan 22, 2025 ↗View →
VITL
VITAL FARMS, INC.
SALE
CMO and GM, Butter
12,300——0Jan 17, 2025Jan 22, 2025 ↗View →
VITL
VITAL FARMS, INC.
PURCHASE
CMO and GM, Butter
12,300$3.67$45.2K58,503Jan 17, 2025Jan 22, 2025 ↗View →
VITL
VITAL FARMS, INC.
SALE
CHIEF MARKETING OFFICER
12,300——0Jan 13, 2025Jan 15, 2025 ↗View →
VITL
VITAL FARMS, INC.
PURCHASE
CHIEF MARKETING OFFICER
12,300$3.25$39.9K58,503Jan 13, 2025Jan 15, 2025 ↗View →
VITL
VITAL FARMS, INC.
SALE10b5-1
10b5-1 plan
12,300$42.08$517.6K46,203Jan 13, 2025Jan 15, 2025 ↗View →
VITL
VITAL FARMS, INC.
SALE
CHIEF MARKETING OFFICER
60$22.96$1.4K46,203Mar 22, 2024Mar 26, 2024 ↗View →
VITL
VITAL FARMS, INC.
SALE
CHIEF MARKETING OFFICER
928$20.98$19.5K46,263Mar 13, 2024Mar 15, 2024 ↗View →
VITL
VITAL FARMS, INC.
PURCHASEGRANT
Stock grant
20,724——47,191Mar 11, 2024Mar 12, 2024 ↗View →
VITL
VITAL FARMS, INC.
SALE
CHIEF MARKETING OFFICER
1,679$20.51$34.4K26,467Mar 10, 2024Mar 12, 2024 ↗View →
VITL
VITAL FARMS, INC.
SALE
Chief Marketing Officer
59$13.99$82527,853Mar 22, 2023Mar 24, 2023 ↗View →
VITL
VITAL FARMS, INC.
PURCHASEGRANT
Stock grant
11,430——28,205Mar 13, 2023Apr 17, 2023 ↗View →
VITL
VITAL FARMS, INC.
PURCHASEGRANT
Stock grant
32,163——32,163Mar 13, 2023Mar 14, 2023 ↗View →
VITL
VITAL FARMS, INC.
PURCHASEGRANT
Stock grant
11,430——27,912Mar 13, 2023Mar 14, 2023 ↗View →
VITL
VITAL FARMS, INC.
SALE
Chief Marketing Officer
1,737$15.48$26.9K16,482Mar 10, 2023Mar 14, 2023 ↗View →
VITL
VITAL FARMS, INC.
SALE
Chief Marketing Officer
1,444$15.48$22.4K16,775Mar 10, 2023Apr 17, 2023 ↗View →
VITL
VITAL FARMS, INC.
SALE
Chief Marketing Officer
72$13.45$96818,219Mar 22, 2022May 16, 2022 ↗View →
VITL
VITAL FARMS, INC.
PURCHASEGRANT
Stock grant
17,564——18,291Mar 10, 2022Mar 14, 2022 ↗View →
Other insiders · VITL
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About this filer
CIK 0001908254
ROLE
CMO and GM, Butter
PRIMARY
VITL
COMPANIES
1
ACTIVE SINCE
Mar 2022
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