Vitacost.com Inc. (VITC)

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Insider Trading: Purchases

Insider	Price	Amount	Relationship	Remaining Holdings	Date	Form 4
Kroger	$8.00	3,749,701	Large Shareholder	1,000	2014-08-18	Filing
Kroger	$8.00	30,678,665	Large Shareholder	30,678,665	2014-08-18	Filing
Horowitz	$6.31	283	Officer, Director	804,168	2011-11-15	Filing
Horowitz	$6.31	11,100	Officer, Director	804,168	2011-11-14	Filing
Horowitz	$6.16	17,911	Officer, Director	792,785	2011-11-11	Filing
Horowitz	$6.13	17,358	Officer, Director	792,785	2011-11-10	Filing
Horowitz	$6.02	17,911	Officer, Director	792,785	2011-11-09	Filing
Horowitz	$6.10	17,911	Officer, Director	739,605	2011-11-08	Filing
Horowitz	$6.10	17,526	Officer, Director	739,605	2011-11-07	Filing
Horowitz	$5.38	20,000	Officer, Director	679,241	2011-10-13	Filing
Horowitz	$5.35	19,754	Officer, Director	679,241	2011-10-12	Filing
Horowitz	$5.52	4,093	Officer, Director	704,168	2011-10-14	Filing
Horowitz	$5.38	20,000	Officer, Director	639,487	2011-10-11	Filing
Horowitz	$5.23	20,000	Officer, Director	639,487	2011-10-10	Filing
Horowitz	$5.09	5,930	Officer, Director	599,487	2011-10-07	Filing
Horowitz	$5.08	10,223	Officer, Director	599,487	2011-10-06	Filing
Horowitz	$4.89	3,459	Large Shareholder, Director	583,334	2011-09-22	Filing
Horowitz	$4.92	13,510	Large Shareholder, Director	583,334	2011-09-21	Filing
Horowitz	$4.83	14,001	Officer, Director	566,363	2011-09-20	Filing
Horowitz	$4.75	14,000	Officer, Director	566,363	2011-09-19	Filing