May 3, 2026, 6:57 PM EDT. Vita Coco (COCO) Executive Chairman Michael Kirban sold 50,000 shares from his Revocable Trust for around $3.4 million. The sale, filed in a SEC Form 4, occurred under a Rule 10b5-1 trading plan, a preset arrangement allowing insiders to sell shares regardless of current market conditions. This transaction reduced Kirban's holdings by 2.28% to about 2.14 million shares. The sale comes amid strong price momentum, with shares up 95.12% over the past year, reflecting growing investor confidence in Vita Coco's diversified portfolio of coconut-based and functional beverages. The company reported trailing twelve months revenue of $658.62 million and net income of $82.91 million. Kirban's sale size exceeded his historical average but aligns with a significant 12-month reduction in his holdings.