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Filing Details

Issuer

Cik	Name	Symbol	Sector (SIC)	IRS No
1401688	Vitacost.com Inc.	VITC	Retail-Catalog & Mail-Order Houses (5961)	371333024

Insiders

Cik	Name	Reported Address	Insider Title	Director	Officer	Large Shareholder	Other
1485082	Jeffrey Horowitz	C/O Vitacost.com, Inc. 5400 Broken Sound Blvd. Nw, Suite 500 Boca Raton FL 33487	Chief Executive Officer	Yes	Yes	No	No

Reported Non-Derivative Transactions

Sec. Name	Acquisiton - Disposition	Date	Amount	Price	Remaning Holdings	Equity Swap Involved	Form Type	Code	Nature of Ownership	Explanation
Common Stock	Acquisiton	2011-09-12	7,230	$4.31	474,029	No	4	P	Direct
Common Stock	Acquisiton	2011-09-13	4,300	$4.35	474,029	No	4	P	Direct

Equity Swap Involved	Form Type	Code	Nature of Ownership	Explanation
No	4	P	Direct
No	4	P	Direct

Reported Derivative Transactions

Sec. Name	Sec. Type	Acquisiton - Disposition	Date	Amount	Price	Amount - 2	Price - 2
Common	Options to purchase common stock	Acquisiton	2011-09-12	367,250	$0.00	367,250	$4.33

Remaning Holdings	Exercise Date	Expiration Date	Equity Swap Involved	Transaction Form Type	Transaction Code	Nature of Ownership
1,150,000			No	4	A	Direct

Footnotes

Mr. Horowitz's purchase of 7,230 common stock has been made pursuant to a 10(b)5-1 plan.
Pursuant to Rule 13-3(d)(1), Mr. Horowitz's options to purchase common stock which are vested or will vest within 60 days are considered beneficially owned and included in this amount.
Mr. Horowitz holds options to purchase 367,250 shares of common stock at a strike price of $4.33, which are exercisable as follows: 10,202 shares will vest immediately; 132,626 shares vest monthly over a period from September 16, 2011 until October 15, 2012; and the remaining 224,422 shares vest monthly over a period from October 16, 2012 until August 15, 2014.