Filing Details

Accession Number:
0001144204-11-054085
Form Type:
4
Zero Holdings:
No
Publication Time:
2011-09-21 12:27:37
Reporting Period:
2011-09-19
Filing Date:
2011-09-21
Accepted Time:
2011-09-21 12:27:37
SEC Url:
Form 4 Filing
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 2011-09-19 14,000 $4.75 566,363 No 4 P Direct
Common Stock Acquisiton 2011-09-20 14,001 $4.83 566,363 No 4 P Direct
Equity Swap Involved Form Type Code Nature of Ownership Explanation
No 4 P Direct
No 4 P Direct
Footnotes
  1. Mr. Horowitz's purchase of common stock has been made pursuant to a 10(b)5-1 plan.
  2. 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.