Director Ira Liran of The Vita Coco Company (NASDAQ: COCO) completed the sale of 50,000 shares of common stock on February 5, 2026, netting approximately $2.8 million. The disposals were carried out in two separate transactions, with execution prices falling between $54.48 and $57.36 per share.
The first tranche comprised 20,000 shares sold at a weighted average price of $56.66, producing total proceeds of $1,133,200. After that sale, Liran retained direct ownership of 478,341 shares of Vita Coco.
The second tranche involved 30,000 shares sold at a weighted average price of $56.65, generating $1,699,500. Those shares were held indirectly by the Ira Liran 2012 Family Trust; following the transaction the trust held 572,579 shares.
Both sales were conducted pursuant to a Rule 10b5-1 trading plan. At the time of the transactions, COCO shares were trading near recent highs - the stock is quoted at $58.96, marginally below a 52-week peak of $59.05. Over the prior six months the share price had climbed about 79%, according to InvestingPro data.
These insider sales took place against a backdrop of policy changes and analyst updates for the company. The White House amended an Executive Order to exempt Vita Coco's coconut water products from reciprocal tariffs, an adjustment that took effect November 13 and lowered the blended tariff rate from 23% to 6%. The modification, however, leaves a distinct 40% duty in place for imports originating from Brazil.
Following the tariff modification, several brokerages updated their views on Vita Coco. Piper Sandler raised its price target to $59 while reiterating an Overweight rating. Jefferies increased its target to $61 and maintained a Buy rating. Bank of America Securities upgraded the stock from Neutral to Buy and set a $54 price target.
In corporate governance news, Vita Coco added Shelley Broader to its board of directors. Broader was noted as bringing over 25 years of leadership experience from major retail companies.
Taken together, these disclosures - the director sales under a prearranged trading plan, the tariff adjustment with a remaining duty on Brazilian imports, multiple analyst target revisions and a new board appointment - reflect a period of active company-level developments that have drawn attention from investors and analysts alike.
Key points
- Ira Liran sold 50,000 Vita Coco shares on February 5, 2026, for about $2.8 million in two transactions under a Rule 10b5-1 plan.
- Vita Coco received a tariff exemption for its coconut water products that lowered the blended tariff rate from 23% to 6%, effective November 13, while a 40% duty on imports from Brazil remains.
- Analyst coverage shifted with Piper Sandler, Jefferies and BofA adjusting price targets and ratings; Shelley Broader joined the board.
Risks and uncertainties
- Tariff exposure persists for imports from Brazil, where a 40% duty remains in effect - a factor that could continue to affect costs tied to those imports.
- Analyst opinions and price targets vary materially - targets and ratings issued by Piper Sandler, Jefferies and BofA show differing valuation perspectives.
- Insider sales, although executed under a Rule 10b5-1 plan, may draw investor scrutiny given the timing near recent share-price highs.