MarketPeel
Insider Trading Intelligence
SC

Stephanie Coon

VITL
SVP STRATEGY · VITAL FARMS, INC. · CIK 0001908982
FILING MIX · LIFETIME42%/58%
BUYS
16
SELLS
22
TOTAL VALUE
$2.93M
COMPANIES
1
ACTIVE SINCE
Mar 2022
HOLDINGS NOW
62,314
AVG SELL PX
$34.27
TRADE KIND
SHOWING 38 / 38
Trades · vs SPY
Loading price series…
Performance · forward returns vs SPY
4 backtested trades · 8 horizons · 2 pendingHow are these numbers computed? →
Forward-return performance of every backtestable P/S trade by Stephanie Coon, 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+0.00%+5.63%-0.34%+5.96%+6.72%
14d4+0.00%+9.38%-0.15%+9.53%+11.16%
30d4+0.00%+8.04%+2.57%+5.47%+5.84%
60d4+50.00%+4.63%+4.86%-0.23%-0.70%
90d4+100.00%-21.03%+4.31%-25.35%-23.65%
180d4+100.00%-28.55%+11.89%-40.44%-38.17%
1y4(1 pending)+100.00%-10.01%+12.49%-22.50%-19.55%
2y4(1 pending)+100.00%-76.63%+42.03%-118.66%-119.20%
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 · 62,314 shares · as of May 15, 2026
020,10140,20260,30280,4032023202420252026SHARES 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 · 16 buys / 22 sellsCOVERAGE · 18 quarters
Form 4 filings · all activity
COMPANYTYPESHARESPRICEVALUEHELD AFTERTRADE DATEFILEDDETAILS
VITL
VITAL FARMS, INC.
PURCHASEGRANT
Stock grant
500$7.21$3.6K62,814May 15, 2026May 19, 2026View →
VITL
VITAL FARMS, INC.
PURCHASE
Chief Strategy Officer
5,895$8.42$49.6K62,314May 15, 2026May 19, 2026View →
VITL
VITAL FARMS, INC.
SALE
Chief Strategy Officer
928$17.21$16.0K56,419Mar 16, 2026Mar 16, 2026View →
VITL
VITAL FARMS, INC.
SALE
Chief Strategy Officer
1,625$17.62$28.6K57,347Mar 12, 2026Mar 16, 2026View →
VITL
VITAL FARMS, INC.
PURCHASEGRANT
Stock grant
13,67558,972Mar 5, 2026Mar 6, 2026View →
VITL
VITAL FARMS, INC.
SALE
Chief Strategy Officer
745$20.30$15.1K45,297Mar 4, 2026Mar 6, 2026View →
VITL
VITAL FARMS, INC.
PURCHASEGRANT
Stock grant
401$26.13$10.5K46,180Nov 17, 2025Nov 19, 2025View →
VITL
VITAL FARMS, INC.
SALE
SVP STRATEGY
10,005$46.15$461.7K45,779Aug 12, 2025Aug 14, 2025View →
VITL
VITAL FARMS, INC.
SALE
SVP STRATEGY
1,328$29.32$38.9K55,287Mar 13, 2025Jan 27, 2026View →
VITL
VITAL FARMS, INC.
SALE
SVP STRATEGY
1,500$29.32$44.0K55,425Mar 13, 2025Mar 17, 2025View →
VITL
VITAL FARMS, INC.
SALE
SVP STRATEGY
1,935$31.60$61.1K56,615Mar 11, 2025Jan 27, 2026View →
VITL
VITAL FARMS, INC.
SALE
SVP STRATEGY
1,625$31.60$51.4K56,925Mar 11, 2025Mar 12, 2025View →
VITL
VITAL FARMS, INC.
SALE
SVP STRATEGY
1,901$32.04$60.9K58,550Mar 10, 2025Jan 27, 2026View →
VITL
VITAL FARMS, INC.
SALE
SVP STRATEGY
1,901$32.04$60.9K58,550Mar 10, 2025Mar 12, 2025View →
VITL
VITAL FARMS, INC.
PURCHASEGRANT
Stock grant
7,52860,451Mar 3, 2025Mar 5, 2025View →
VITL
VITAL FARMS, INC.
PURCHASEGRANT
Stock grant
422$23.91$10.1K52,923Nov 15, 2024Nov 19, 2024View →
VITL
VITAL FARMS, INC.
SALE
SVP OF PEOPLE AND STRATEGY
949$30.47$28.9K52,501Aug 9, 2024Aug 13, 2024View →
VITL
VITAL FARMS, INC.
SALE
SVP OF PEOPLE AND STRATEGY
5,000$41.02$205.1K53,450May 24, 2024May 29, 2024View →
VITL
VITAL FARMS, INC.
SALE
SVP OF PEOPLE AND STRATEGY
21,953$36.94$810.9K58,450May 16, 2024May 17, 2024View →
VITL
VITAL FARMS, INC.
PURCHASE
SVP OF PEOPLE AND STRATEGY
21,953$17.29$379.6K80,403May 16, 2024May 17, 2024View →
VITL
VITAL FARMS, INC.
SALE
SVP OF PEOPLE AND STRATEGY
21,95342,656May 16, 2024May 17, 2024View →
VITL
VITAL FARMS, INC.
SALE
SVP OF PEOPLE AND STRATEGY
8,047$36.96$297.4K57,950May 15, 2024May 17, 2024View →
VITL
VITAL FARMS, INC.
PURCHASEGRANT
Stock grant
500$10.59$5.3K58,450May 15, 2024May 17, 2024View →
VITL
VITAL FARMS, INC.
SALE
SVP OF PEOPLE AND STRATEGY
8,04764,609May 15, 2024May 17, 2024View →
VITL
VITAL FARMS, INC.
PURCHASE
SVP OF PEOPLE AND STRATEGY
8,047$17.29$139.1K65,997May 15, 2024May 17, 2024View →
VITL
VITAL FARMS, INC.
SALE
SVP OF PEOPLE AND STRATEGY
928$20.98$19.5K57,950Mar 13, 2024Mar 15, 2024View →
VITL
VITAL FARMS, INC.
PURCHASEGRANT
Stock grant
20,00958,878Mar 11, 2024Mar 12, 2024View →
VITL
VITAL FARMS, INC.
SALE
SVP OF PEOPLE AND STRATEGY
2,144$20.51$44.0K38,869Mar 10, 2024Mar 12, 2024View →
VITL
VITAL FARMS, INC.
PURCHASEGRANT
Stock grant
500$10.88$5.4K41,013Nov 15, 2023Nov 17, 2023View →
VITL
VITAL FARMS, INC.
SALE
SVP of People and Strategy
587$11.66$6.8K40,513Aug 9, 2023Aug 11, 2023View →
VITL
VITAL FARMS, INC.
PURCHASEGRANT
Stock grant
500$12.27$6.1K41,100May 15, 2023May 17, 2023View →
VITL
VITAL FARMS, INC.
PURCHASEGRANT
Stock grant
32,16332,163Mar 13, 2023Mar 14, 2023View →
VITL
VITAL FARMS, INC.
PURCHASEGRANT
Stock grant
11,43040,600Mar 13, 2023Apr 17, 2023View →
VITL
VITAL FARMS, INC.
PURCHASEGRANT
Stock grant
11,43040,273Mar 13, 2023Mar 14, 2023View →
VITL
VITAL FARMS, INC.
SALE
SVP of People and Strategy
2,219$15.48$34.4K28,843Mar 10, 2023Mar 14, 2023View →
VITL
VITAL FARMS, INC.
SALE
SVP of People and Strategy
1,892$15.48$29.3K29,170Mar 10, 2023Apr 17, 2023View →
VITL
VITAL FARMS, INC.
SALE
SVP of People and Strategy
587$13.88$8.1K30,562Aug 9, 2022Aug 11, 2022View →
VITL
VITAL FARMS, INC.
PURCHASEGRANT
Stock grant
23,41930,649Mar 10, 2022Mar 14, 2022View →
Other insiders · VITL
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About this filer
CIK 0001908982
ROLE
SVP STRATEGY
PRIMARY
VITL
COMPANIES
1
ACTIVE SINCE
Mar 2022
MARKETPEEL · /INSIDER/0001908982DATA · SEC EDGAR · FORM 4 · CONSOLIDATED TAPE
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