United States

Vitacost.com, Inc. (VITC)

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Ticker: VITC
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• Purchase • Sale • Planned purchase • Planned sale Net purchase Net sale Activity signal Earnings
Top insiders
Trades
KROGER CO
2 purchases — total 275,426,928 USD
Buy 18 Aug 2014
Value US$1,524,476.73 | Price 480.16 | Shares 1,617
Buy 18 Aug 2014
Value US$339,536.99 | Price 65.67 | Shares 94,141
Buy 15 Nov 2011
Value US$696,042.48 | Price 241.08 | Shares 19,079
Buy 14 Nov 2011
Value US$69,985.50 | Price 6.31 | Shares 11,100
Buy 11 Nov 2011
Value US$110,261.91 | Price 6.16 | Shares 17,911
Buy 10 Nov 2011
Value US$106,397.60 | Price 6.13 | Shares 17,358
Buy 9 Nov 2011
Value US$107,741.83 | Price 6.02 | Shares 17,911
Buy 8 Nov 2011
Value US$109,296.50 | Price 6.10 | Shares 17,911
Buy 7 Nov 2011
Value US$106,899.84 | Price 6.10 | Shares 17,526
Buy 14 Oct 2011
Value US$22,604.82 | Price 5.52 | Shares 4,093
Buy 13 Oct 2011
Value US$107,614.00 | Price 5.38 | Shares 20,000
Buy 12 Oct 2011
Value US$105,778.72 | Price 5.35 | Shares 19,754
Buy 11 Oct 2011
Value US$107,520.00 | Price 5.38 | Shares 20,000
Buy 10 Oct 2011
Value US$104,602.00 | Price 5.23 | Shares 20,000
Buy 7 Oct 2011
Value US$30,180.74 | Price 5.09 | Shares 5,930
Buy 6 Oct 2011
Value US$51,960.44 | Price 5.08 | Shares 10,223
Buy 22 Sep 2011
Value US$16,898.25 | Price 4.89 | Shares 3,459
Buy 21 Sep 2011
Value US$66,527.29 | Price 4.92 | Shares 13,510
Buy 20 Sep 2011
Value US$67,664.03 | Price 4.83 | Shares 14,001
Buy 19 Sep 2011
Value US$66,455.20 | Price 4.75 | Shares 14,000
Abbreviations B: Buy, S: Sell, PP: Planned purchase, PlS: Planned sale, PrS: Proposed sale, O: Option / Other
Notification date Transaction date B/S Transaction type Insider and/or position Nb. shares
Price
Value 		Number of shares Price Value Details
2014-08-18 2014-08-18 B Purchase KROGER CO Large shareholder
1,617 -19.0%
480.16
US$1,524,477 		1,617 -19.0% 480.16 US$1,524,477
2014-08-18 2014-08-18 B Purchase KROGER CO Large shareholder
94,141 +32.6%
65.67
US$339,537 		94,141 +32.6% 65.67 US$339,537
2011-11-16 2011-11-15 B Purchase Horowitz Jeffrey

Chief Executive Officer

Executive Director
19,079 -2.7%
241.08
US$696,042 		19,079 -2.7% 241.08 US$696,042
2011-11-16 2011-11-14 B Purchase Horowitz Jeffrey

Chief Executive Officer

Executive Director
11,100 +1.4%
6.31
US$69,986 		11,100 +1.4% 6.31 US$69,986
2011-11-14 2011-11-11 B Purchase Horowitz Jeffrey

Chief Executive Officer

Executive Director
17,911 +2.3%
6.16
US$110,262 		17,911 +2.3% 6.16 US$110,262
2011-11-14 2011-11-10 B Purchase Horowitz Jeffrey

Chief Executive Officer

Executive Director
17,358 +2.2%
6.13
US$106,398 		17,358 +2.2% 6.13 US$106,398
2011-11-14 2011-11-09 B Purchase Horowitz Jeffrey

Chief Executive Officer

Executive Director
17,911 +2.3%
6.02
US$107,742 		17,911 +2.3% 6.02 US$107,742
2011-11-09 2011-11-08 B Purchase Horowitz Jeffrey

Chief Executive Officer

Executive Director
17,911 +2.5%
6.10
US$109,297 		17,911 +2.5% 6.10 US$109,297
2011-11-09 2011-11-07 B Purchase Horowitz Jeffrey

Chief Executive Officer

Executive Director
17,526 +2.4%
6.10
US$106,900 		17,526 +2.4% 6.10 US$106,900
2011-10-18 2011-10-14 B Purchase Horowitz Jeffrey

Chief Executive Officer

Executive Director
4,093 +0.6%
5.52
US$22,605 		4,093 +0.6% 5.52 US$22,605
2011-11-01 2011-10-13 B Purchase Horowitz Jeffrey

Chief Executive Officer

Executive Director
20,000 +3.0%
5.38
US$107,614 		20,000 +3.0% 5.38 US$107,614
2011-11-01 2011-10-12 B Purchase Horowitz Jeffrey

Chief Executive Officer

Executive Director
19,754 +3.0%
5.35
US$105,779 		19,754 +3.0% 5.35 US$105,779
2011-10-12 2011-10-11 B Purchase Horowitz Jeffrey

Chief Executive Officer

Executive Director
20,000 +3.2%
5.38
US$107,520 		20,000 +3.2% 5.38 US$107,520
2011-10-12 2011-10-10 B Purchase Horowitz Jeffrey

Chief Executive Officer

Executive Director
20,000 +3.2%
5.23
US$104,602 		20,000 +3.2% 5.23 US$104,602
2011-10-11 2011-10-07 B Purchase Horowitz Jeffrey

Chief Executive Officer

Executive Director
5,930 +1.0%
5.09
US$30,181 		5,930 +1.0% 5.09 US$30,181
2011-10-11 2011-10-06 B Purchase Horowitz Jeffrey

Chief Executive Officer

Executive Director
10,223 +1.7%
5.08
US$51,960 		10,223 +1.7% 5.08 US$51,960
2011-09-23 2011-09-22 B Purchase Horowitz Jeffrey Non-Executive Director Large shareholder
3,459 +0.6%
4.89
US$16,898 		3,459 +0.6% 4.89 US$16,898
2011-09-23 2011-09-21 B Purchase Horowitz Jeffrey Non-Executive Director Large shareholder
13,510 +2.4%
4.92
US$66,527 		13,510 +2.4% 4.92 US$66,527
2011-09-21 2011-09-20 B Purchase Horowitz Jeffrey

Chief Executive Officer

Executive Director
14,001 +2.5%
4.83
US$67,664 		14,001 +2.5% 4.83 US$67,664
2011-09-21 2011-09-19 B Purchase Horowitz Jeffrey

Chief Executive Officer

Executive Director
14,000 +2.5%
4.75
US$66,455 		14,000 +2.5% 4.75 US$66,455
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