Jane Prior, the Chief Marketing Officer at The Vita Coco Company, Inc. (NASDAQ: COCO), sold common shares valued at about $2.6 million on March 5, 2026, according to a Form 4 filing with the Securities and Exchange Commission. The sales were completed at prices ranging from $52.73 to $54.08 per share.
The filings detail multiple dispositions on that date: Prior sold blocks of 34,159 shares, 15,741 shares and 100 shares. In a separate transaction recorded the same day, she exercised options to acquire 49,900 shares at an exercise price of $10.178 per share, representing a total purchase value of $508,900. To satisfy tax withholding obligations related to the option exercise, she disposed of an additional 2,163 shares at $55.175 each, for proceeds totaling $119,343.
After these actions, Prior is reported to directly own 127,399 shares of Vita Coco common stock.
At the time of the filings, Vita Coco shares traded at $52.74. The stock has risen 56% over the past year. Separately, InvestingPro analysis included with the filings characterizes the stock as appearing overvalued at current levels.
These insider transactions came amid a series of corporate updates earlier in the year. In February, Vita Coco released its fourth-quarter results, which prompted Morgan Stanley to revise its fiscal forecasts. The firm boosted its adjusted EBITDA estimates for fiscal 2026 and fiscal 2027 by 11% and 12%, respectively. Morgan Stanley also raised its price target for the stock to $57 from $49 while maintaining an Equalweight rating.
Morgan Stanley’s revised valuation rests on a multiple of 21.5 times calendar year 2027 enterprise value to EBITDA, up from the prior 20.5 times multiple used in its earlier model.
In addition to the financial-model changes, Vita Coco announced the appointment of Shelley Broader as a Class II member of its Board of Directors. The company said Broader brings over 25 years of global leadership experience, including prior service as President and CEO at Chico’s FAS, Walmart EMEA, Walmart Canada and Sweetbay Supermarkets.
Taken together, the insider transactions, analyst updates and board appointment reflect concurrent developments in the company’s shareholder activity, analyst coverage and corporate governance. The filings record the exact sizes, prices and purposes of the transactions disclosed on March 5, 2026, and the company’s public communications describe both the revised financial outlook from Morgan Stanley and the new board addition.
Note: The details above are drawn from the Form 4 filing and the company and analyst announcements referenced in those filings. The filing lists the quantities and prices of shares sold and acquired, the option exercise price and the post-transaction direct ownership figure for the insider.