Kirban Michael 4

What Happened
Michael Kirban, Executive Chairman and a director of Vita Coco (COCO), sold a total of 50,000 shares in two open-market transactions: 9,796 shares on 2026-03-11 at $58.00 each ($568,168) and 40,204 shares on 2026-03-12 at $58.00 each ($2,331,832), for combined proceeds of $2,900,000. These were sales (S) reported on a Form 4 filed 2026-03-13.

Key Details

• Transaction dates and prices: 3/11/2026 — 9,796 shares @ $58.00; 3/12/2026 — 40,204 shares @ $58.00.
• Total disposed: 50,000 shares for $2,900,000.
• Filing date: Form 4 filed 2026-03-13 (timely within the 2-business-day rule).
• Shares owned after transaction: not disclosed in the provided filing.
• Notable footnotes: sales were effected pursuant to a Rule 10b5-1 trading plan (pre-arranged trades); the filing references shares held in the Michael Kirban Revocable Trust and the Michael Kirban 2010 Trust. The filing also lists vesting schedules for existing stock options (F4–F8), but the reported transactions were open‑market sales, not option exercises.

Context
Sales under a 10b5-1 plan are pre-arranged and commonly used by insiders to sell shares on a set schedule; the filing does not state a reason for the sales. For retail investors, purchases typically carry clearer bullish signals than routine insider sales. This report appears procedural and was filed on time.