Dear Valued Visitor,

We have noticed that you are using an ad blocker software.

Although advertisements on the web pages may degrade your experience, our business certainly depends on them and we can only keep providing you high-quality research based articles as long as we can display ads on our pages.

To view this article, you can disable your ad blocker and refresh this page or simply login.

We only allow registered users to use ad blockers. You can sign up for free by clicking here or you can login if you are already a member.

Filing Details

Accession Number:
0001144204-11-063762
Form Type:
4
Zero Holdings:
No
Publication Time:
2011-11-14 11:33:19
Reporting Period:
2011-11-09
Filing Date:
2011-11-14
Accepted Time:
2011-11-14 11:33:19
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 2011-11-09 17,911 $6.02 792,785 No 4 P Direct
Common Stock Acquisiton 2011-11-10 17,358 $6.13 792,785 No 4 P Direct
Common Stock Acquisiton 2011-11-11 17,911 $6.16 792,785 No 4 P Direct
Equity Swap Involved Form Type Code Nature of Ownership Explanation
No 4 P Direct
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.