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Vitacost.com, Inc. (VITC)
Date
Name
Title
Type
Security
Shares
Price
Value
Ownership
Reported
08/18/2014
Kumin Michael Andrew
10% Owner
Disposition
Option to purchase common stock
15k
$3.75
$56.2k
08/15/2014
08/18/2014
GAFFNEY CHRISTOPHER S
Director
Disposition
Option to purchase common stock
10k
$7.15
$71.5k
08/18/2014
08/18/2014
GAFFNEY CHRISTOPHER S
Director
Disposition
Option to purchase common stock
5k
$3.75
$18.8k
08/18/2014
08/18/2014
HELMAN BRIAN D
CFO
Disposition
Restricted Stock Units
125k
$0.00
$0
08/18/2014
08/18/2014
Trapp Robert G.
Director
Disposition
Stock Option
4.8k
$7.50
$36k
08/18/2014
08/18/2014
Trapp Robert G.
Director
Disposition
Stock Option
4k
$7.50
$30k
08/18/2014
08/18/2014
Trapp Robert G.
Director
Other (disposition)
Stock Option
50k
$10.35
$517.5k
08/18/2014
08/18/2014
Horowitz Jeffrey
CEO
Other
Common Stock
300k
$8.00
$2.4M
08/18/2014
08/18/2014
Horowitz Jeffrey
CEO
Other
Common Stock
2.4M
$8.00
$18.9M
See footnote
08/18/2014
08/18/2014
Horowitz Jeffrey
CEO
Other
Warrant
776.3k
$7.04
$5.5M
See footnote
08/18/2014
08/18/2014
Horowitz Jeffrey
CEO
Disposition
Restricted Stock Units
48.2k
$0.00
$0
08/18/2014
08/18/2014
Horowitz Jeffrey
CEO
Disposition
Stock Option
400k
$5.96
$2.4M
08/18/2014
08/18/2014
Horowitz Jeffrey
CEO
Disposition
Stock Option
172.5k
$7.15
$1.2M
08/18/2014
08/18/2014
Horowitz Jeffrey
CEO
Disposition
Stock Option
367.2k
$4.33
$1.6M
08/18/2014
08/18/2014
Horowitz Jeffrey
CEO
Disposition
Stock Option
582.8k
$3.75
$2.2M
08/18/2014
08/18/2014
Horowitz Jeffrey
CEO
Other (disposition)
Stock Option
50k
$8.91
$445.5k
08/18/2014
08/18/2014
Topper Joseph R. Jr.
Chief Information Officer
Disposition
Stock Option
50k
$5.96
$298k
08/18/2014
08/18/2014
Topper Joseph R. Jr.
Chief Information Officer
Disposition
Stock Option
30k
$7.15
$214.5k
08/18/2014
08/18/2014
Topper Joseph R. Jr.
Chief Information Officer
Disposition
Stock Option
300k
$5.54
$1.7M
08/18/2014
08/18/2014
Cavalline Christopher Lee
Chief Merchandising Officer
Disposition
Stock Option
50k
$5.96
$298k
08/18/2014
08/18/2014
Cavalline Christopher Lee
Chief Merchandising Officer
Disposition
Stock Option
30k
$7.15
$214.5k
08/18/2014
08/18/2014
Cavalline Christopher Lee
Chief Merchandising Officer
Other (disposition)
Stock Option
300k
$8.92
$2.7M
08/18/2014
08/18/2014
Marbach Mary
Chief Legal Officer & Corp Sec
Other
Common Stock
145
$8.00
$1.2k
08/18/2014
08/18/2014
Marbach Mary
Chief Legal Officer & Corp Sec
Other
Common Stock
35
$8.00
$280
Held in trust for minor child
08/18/2014
08/18/2014
Marbach Mary
Chief Legal Officer & Corp Sec
Disposition
Restricted Stock Units
18.4k
$0.00
$0
08/18/2014
08/18/2014
Marbach Mary
Chief Legal Officer & Corp Sec
Disposition
Stock Option
50k
$5.96
$298k
08/18/2014
08/18/2014
Marbach Mary
Chief Legal Officer & Corp Sec
Disposition
Stock Option
22.5k
$7.15
$160.9k
08/18/2014
08/18/2014
Marbach Mary
Chief Legal Officer & Corp Sec
Disposition
Stock Option
100k
$6.61
$661k
08/18/2014
08/18/2014
Marbach Mary
Chief Legal Officer & Corp Sec
Other (disposition)
Stock Option
50k
$9.72
$486k
08/18/2014
08/18/2014
Goldfarb Stuart
Director
Disposition
Stock Option
10k
$7.15
$71.5k
08/18/2014
08/18/2014
Goldfarb Stuart
Director
Disposition
Stock Option
5k
$3.75
$18.8k
08/18/2014
08/18/2014
HELMAN BRIAN D
CFO
Disposition
Stock Option
49.5k
$7.15
$353.9k
08/18/2014
08/18/2014
KROGER CO
10% Owner
Purchase
30.7M
$8.00
$245.4M
See Footnote
08/18/2014
08/18/2014
KROGER CO
10% Owner
Purchase
Common Stock, par value $0.00001 per share
3.7M
$8.00
$30M
See Footnote
08/18/2014
08/18/2014
HELMAN BRIAN D
CFO
Other (disposition)
Stock Option
330k
$8.20
$2.7M
08/18/2014
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