Kathryn McKeon - 15 Aug 2025 Form 4 Insider Report for Vital Farms, Inc. (VITL)

Reporting relationship: CMO and GM, Butter
Issuer ticker: VITL
Reported as of: 15 Aug 2025
Net transaction value: -$1,295,414
SEC form: 4
Accepted by SEC: 19 Aug 2025, 16:15:12 UTC
Prior SEC filing: 27 Jan 2026
Next SEC filing: 06 Mar 2026
Source filing: View source filing
Reporting owner signature: /s/ Francis Cullo, Attorney-in-Fact

Key filing fact

Kathryn McKeon filed Form 4 for Vital Farms, Inc. (VITL) on 19 Aug 2025.

Key facts

This page summarizes Kathryn McKeon's Form 4 filing for Vital Farms, Inc. (VITL).
4 reported transactions and 1 derivative row are listed below.
Accepted by SEC: 19 Aug 2025, 16:15.

Change

Previous filing in this sequence was filed on 27 Jan 2026.
Current net transaction value: -$1,295,414.

Research use

This tells you what this filing adds before you inspect full transaction and derivative tables.
You can trace every row back to the original SEC filing document.

Evidence

Filed on Form 4

Ownership activity is grounded in SEC Form 4 disclosures.

View source filing

Reporting Owners (1)

CIK 0001908254 Primary reporting owner

McKeon Kathryn

Relationship: CMO and GM, Butter
Address: C/O VITAL FARMS, INC., 3601 SOUTH CONGRESS AVENUE, SUITE C100, AUSTIN
Signature: /s/ Francis Cullo, Attorney-in-Fact
Signature date: 19 Aug 2025

Reported non-derivative transactions

Shares, units, or other non-derivative securities reported in this filing.

VITL transaction

Common Stock

Sale

Transaction value: $571,318
Shares: -12,005
Change %: -24%
Price: $47.59
Shares after: 37,513
Date: 15 Aug 2025
Ownership: Direct
Footnotes: F1, F2

VITL transaction

Common Stock

Options Exercise

Transaction value: $328,277
Shares: +21,442
Change %: +57%
Price: $15.31
Shares after: 58,955
Date: 18 Aug 2025
Ownership: Direct

VITL transaction

Common Stock

Sale

Transaction value: $1,052,373
Shares: -21,442
Change %: -36%
Price: $49.08
Shares after: 37,513
Date: 18 Aug 2025
Ownership: Direct
Footnotes: F1, F3

Reported derivative securities

Options, warrants, convertible securities, or similar derivative positions disclosed in the filing.

VITL transaction Derivative

Employee Stock Option (right to buy)

Options Exercise

Transaction value: $0
Shares: -21,442
Change %: -67%
Price: $0.000000
Shares after: 10,721
Date: 18 Aug 2025
Ownership: Direct
Underlying class: Common Stock
Underlying amount: 21,442
Exercise price: $15.31
Footnotes: F4

^* marks a reported price that did not pass the local price check.

Additional SEC filing notes

Filing notes and footnotes

Rule 10b5-1 trading plan

These transactions were reported as open-market trades under a Rule 10b5-1 plan. The plan lets an insider set trading instructions in advance, which can reduce the risk of trading while in possession of material nonpublic information.

Original filing language: transaction made pursuant to a contract, instruction, or written plan intended to satisfy Rule 10b5-1(c).

Explanation of responses 4 footnotes

Footnote F1

These sales were made pursuant to a Rule 10b5-1 trading plan adopted by the Reporting Person on May 16, 2025.

Footnote F2

The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $47.21 to $47.91 inclusive. The Reporting Person undertakes to provide to 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 footnotes (2) and (3).

Footnote F3

The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $49.00 to $49.27 inclusive.

Footnote F4

The option vests in three equal annual installments commencing on March 13, 2024, subject to the Reporting Person's continuous service with the Issuer as of the applicable vesting date.