Form 4: Vita Coco CEO Sells Shares Under 10b5-1 Plan

Vita Coco Company CEO Martin Roper executed sales of common stock totaling 20,500 shares across direct and indirect holdings in late October 2025, as part of a pre-arranged Rule 10b5-1 trading plan.

Summary

• Martin Roper, Chief Executive Officer and Director of Vita Coco Company, Inc. (COCO), reported sales of common stock.
• The transactions occurred on October 29, 2025, and October 30, 2025.
• All reported sales were effected pursuant to a Rule 10b5-1 trading plan.
• Direct sales by Martin Roper included 5,000 shares at a weighted average price of $46.087 and 500 shares at $45.00.
• Indirect sales through the Christopher G. Roper Exempt Family Trust included 5,000 shares at a weighted average price of $46.108 and 500 shares at $45.00.
• Indirect sales through the Peter S. Roper Exempt Family Trust included 5,000 shares at a weighted average price of $46.036.
• Indirect sales through the Thomas L. Roper Exempt Family Trust included 5,000 shares at a weighted average price of $46.151.
• Following these transactions, Martin Roper directly beneficially owns 281,562 shares of common stock.
• Indirect beneficial ownership includes 215,631 shares via the Christopher G. Roper Exempt Family Trust, 216,131 shares via the Peter S. Roper Exempt Family Trust, 216,131 shares via the Thomas L. Roper Exempt Family Trust, and 61,200 shares by Spouse.
• The filing also details various non-qualified stock options held by Martin Roper with exercise prices ranging from $10.178 to $32.78 and various vesting schedules, some of which are fully vested and exercisable.

Sentiment

Score: 4

Explanation: The CEO and related trusts sold a significant number of shares. While these sales were pre-planned under a Rule 10b5-1 plan, insider selling can still be perceived negatively by the market, suggesting a potential lack of further upside or a desire to reduce exposure.

Positives

• The sales were conducted under a Rule 10b5-1 trading plan, indicating pre-planned transactions rather than opportunistic selling based on immediate market conditions.

Negatives

• Significant insider selling by the CEO and related trusts, which could be interpreted by the market as a lack of confidence or a desire to diversify holdings, despite being pre-planned.

Future Outlook

This filing does not contain any forward-looking statements or guidance.

Industry Context

This filing reports an individual insider transaction and does not provide information related to broader industry trends or competitors.

Related Party Transactions

• Sales were made by the Christopher G. Roper Exempt Family Trust, Peter S. Roper Exempt Family Trust, and Thomas L. Roper Exempt Family Trust, which are indirectly beneficially owned by the reporting person, Martin Roper.

Stakeholder Impact

• Shareholders may view the insider selling with caution, potentially interpreting it as a signal from management, despite the 10b5-1 plan, which could influence investor sentiment.

Key Dates

Keywords

Vita Coco, COCO, Martin Roper, insider trading, stock sale, 10b5-1 plan, CEO, beneficial ownership, stock options