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Home > Insider Trading > Filing (0001144204-11-063762)

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

Show Other Fields >>

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

Mr. Horowitz's purchase of 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.