SEC Form 4

FORM 4		UNITED STATES SECURITIES AND EXCHANGE COMMISSION Washington, D.C. 20549 STATEMENT OF CHANGES IN BENEFICIAL OWNERSHIP Filed pursuant to Section 16(a) of the Securities Exchange Act of 1934 or Section 30(h) of the Investment Company Act of 1940	OMB APPROVAL OMB Number: 3235-0287 Estimated average burden hours per response: 0.5
X	Check this box if no longer subject to Section 16. Form 4 or Form 5 obligations may continue. See Instruction 1(b).

1. Name and Address of Reporting Person* GREAT HILL INVESTORS LLC (Last) (First) (Middle) ONE LIBERTY SQUARE (Street) BOSTON MA 02109 (City) (State) (Zip)	2. Issuer Name and Ticker or Trading Symbol Vitacost.com, Inc. [ VITC ]	5. Relationship of Reporting Person(s) to Issuer (Check all applicable) Director X 10% Owner Officer (give title below) Other (specify below)
	3. Date of Earliest Transaction (Month/Day/Year) 08/15/2014
	4. If Amendment, Date of Original Filed (Month/Day/Year)	6. Individual or Joint/Group Filing (Check Applicable Line) Form filed by One Reporting Person X Form filed by More than One Reporting Person

Table I - Non-Derivative Securities Acquired, Disposed of, or Beneficially Owned
1. Title of Security (Instr. 3)	2. Transaction Date (Month/Day/Year)	2A. Deemed Execution Date, if any (Month/Day/Year)	3. Transaction Code (Instr. 8)		4. Securities Acquired (A) or Disposed Of (D) (Instr. 3, 4 and 5)			5. Amount of Securities Beneficially Owned Following Reported Transaction(s) (Instr. 3 and 4)	6. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	7. Nature of Indirect Beneficial Ownership (Instr. 4)
			Code	V	Amount	(A) or (D)	Price
Common Stock, $0.00001 par value per share	08/15/2014		U		18,550(1)(2)	D	$8	0	D
Common Stock, $0.00001 par value per share	08/15/2014		U		4,161,898(1)(3)	D	$8	0	I	See Footnotes
Common Stock, $0.00001 par value per share	08/15/2014		U		2,182,265(1)(4)	D	$8	0	I	See Footnotes

Table II - Derivative Securities Acquired, Disposed of, or Beneficially Owned (e.g., puts, calls, warrants, options, convertible securities)
1. Title of Derivative Security (Instr. 3)	2. Conversion or Exercise Price of Derivative Security	3. Transaction Date (Month/Day/Year)	3A. Deemed Execution Date, if any (Month/Day/Year)	4. Transaction Code (Instr. 8)		5. Number of Derivative Securities Acquired (A) or Disposed of (D) (Instr. 3, 4 and 5)		6. Date Exercisable and Expiration Date (Month/Day/Year)		7. Title and Amount of Securities Underlying Derivative Security (Instr. 3 and 4)		8. Price of Derivative Security (Instr. 5)	9. Number of derivative Securities Beneficially Owned Following Reported Transaction(s) (Instr. 4)	10. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	11. Nature of Indirect Beneficial Ownership (Instr. 4)
				Code	V	(A)	(D)	Date Exercisable	Expiration Date	Title	Amount or Number of Shares
Warrant to Purchase Common Stock	$7.04	08/15/2014	08/15/2014	X			939	(5)	(5)	Common Stock	939	(5)	0	D
Warrant to Purchase Common Stock	$7.04	08/15/2014	08/15/2014	X			210,689	(6)	(6)	Common Stock	210,689	(6)	0	I	See Footnote
Warrant to Purchase Common Stock	$7.04	08/15/2014	08/15/2014	X			110,473	(7)	(7)	Common Stock	110,473	(7)	0	I	See Footnote

1. Name and Address of Reporting Person* GREAT HILL INVESTORS LLC (Last) (First) (Middle) ONE LIBERTY SQUARE (Street) BOSTON MA 02109 (City) (State) (Zip) Relationship of Reporting Person(s) to Issuer Director X 10% Owner Officer (give title below) Other (specify below)

1. Name and Address of Reporting Person* Kumin Michael Andrew (Last) (First) (Middle) C/O GREAT HILL PARTNERS ONE LIBERTY SQUARE (Street) BOSTON MA 02109 (City) (State) (Zip) Relationship of Reporting Person(s) to Issuer X Director X 10% Owner Officer (give title below) Other (specify below)

1. Name and Address of Reporting Person* Taber Mark D. (Last) (First) (Middle) C/O GREAT HILL PARTNERS ONE LIBERTY SQUARE (Street) BOSTON MA 02109 (City) (State) (Zip) Relationship of Reporting Person(s) to Issuer Director X 10% Owner Officer (give title below) Other (specify below)

1. Name and Address of Reporting Person* GAFFNEY CHRISTOPHER S (Last) (First) (Middle) C/O GREAT HILL PARTNERS ONE LIBERTY SQUARE (Street) BOSTON MA 02109 (City) (State) (Zip) Relationship of Reporting Person(s) to Issuer X Director X 10% Owner Officer (give title below) Other (specify below)

1. Name and Address of Reporting Person* HAYES JOHN G (Last) (First) (Middle) C/O GREAT HILL PARTNERS ONE LIBERTY SQUARE (Street) BOSTON MA 02109 (City) (State) (Zip) Relationship of Reporting Person(s) to Issuer Director X 10% Owner Officer (give title below) Other (specify below)

1. Name and Address of Reporting Person* Vettel Matthew T (Last) (First) (Middle) C/O GREAT HILL PARTNERS ONE LIBERTY SQUARE (Street) BOSTON MA 02109 (City) (State) (Zip) Relationship of Reporting Person(s) to Issuer Director X 10% Owner Officer (give title below) Other (specify below)

Explanation of Responses:

1. This report is filed jointly by Great Hill Investors, LLC ("GHI"), Great Hill Partners GP III, L.P. ("GHEPIIIGP"), Great Hill Equity Partners III, L.P. ("GHEP III"), GHP III, LLC ("GHPIII"), Great Hill Partners GP IV, L.P. ("GHEPIVGP"), Great Hill Equity Partners IV, L.P. ("GHEP IV"), GHP IV, LLC ("GHPIV"), Christopher S. Gaffney ("Gaffney"), John G. Hayes ("Hayes"), Michael A. Kumin ("Kumin"), Mark D. Taber ("Taber") and Matthew T. Vettel ("Vettel").

2. These shares were tendered by GHI into the tender offer commenced by Vigor Acquisition Corp., a wholly-owned subsidiary of The Kroger Co., to purchase all of the issued and outstanding shares of common stock of the Issuer, at a purchase price of $8.00 per share, net to the holder thereof in cash, without interest thereon and subject to any required tax withholding (the "Offer"). Each of Gaffney, Hayes and Vettel may be deemed to indirectly beneficially own shares beneficially owned by GHI and disclaim beneficial ownership of the reported securities except to the extent of their pecuniary interest therein.

3. These shares were tendered by GHEP III into the Offer. Each of Gaffney, Hayes, Kumin, Taber and Vettel, together with GHEPIIIGP and GHPIII, may be deemed to indirectly beneficially own shares beneficially owned by GHEP III and disclaim beneficial ownership of the reported securities except to the extent of their pecuniary interest therein.

4. These shares were tendered by GHEP IV into the Offer. Each of Gaffney, Hayes, Kumin, Taber and Vettel, together with GHEPIVGP and GHPIV, may be deemed to indirectly beneficially own shares beneficially owned by GHEP IV and disclaim beneficial ownership of the reported securities except to the extent of their pecuniary interest therein.

5. GHI disposed of this warrant on a net exercise basis, tendering 112.68 shares issuable upon exercise into the Offer. Each of Gaffney, Hayes and Vettel may be deemed to indirectly beneficially own shares beneficially owned by GHI and disclaim beneficial ownership of the reported securities except to the extent of their pecuniary interest therein.

6. GHEP III disposed of this warrant on a net exercise basis, tendering 25,282.68 shares issuable upon exercise into the Offer. Each of Gaffney, Hayes, Kumin, Taber and Vettel, together with GHEPIIIGP and GHPIII, may be deemed to indirectly beneficially own shares beneficially owned by GHEP III and disclaim beneficial ownership of the reported securities except to the extent of their pecuniary interest therein.

7. GHEP IV disposed of this warrant on a net exercise basis, tendering 13,256.76 shares issuable upon exercise into the Offer. Each of Gaffney, Hayes, Kumin, Taber and Vettel, together with GHEPIVGP and GHPIV, may be deemed to indirectly beneficially own shares beneficially owned by GHEP IV and disclaim beneficial ownership of the reported securities except to the extent of their pecuniary interest therein.

Remarks:

There are two parts to this Form 4 filing because of the constraint of a maximum of ten filers in a jointly filed Form 4. GHI, GHEPIIIGP, GHEP III, GHPIII, GHEPIVGP, GHEP IV and GHPIV reported the above dispositions on the first part of this Form 4 filing.

	/s/ Laurie T. Gerber, as attorney-in-fact of Great Hill Investors, LLC	08/19/2014
	/s/ Laurie T. Gerber, as attorney-in-fact for Michael A. Kumin	08/19/2014
	/s/ Laurie T. Gerber, as attorney-in-fact for Mark D. Taber	08/19/2014
	/s/ Laurie T. Gerber, as attorney-in-fact for Christopher S. Gaffney	08/19/2014
	/s/ Laurie T. Gerber, as attorney-in-fact for John G. Hayes	08/19/2014
	/s/ Laurie T. Gerber, as attorney-in-fact for Matthew T. Vettel	08/19/2014
	** Signature of Reporting Person	Date
Reminder: Report on a separate line for each class of securities beneficially owned directly or indirectly.
* If the form is filed by more than one reporting person, see Instruction 4 (b)(v).
** Intentional misstatements or omissions of facts constitute Federal Criminal Violations See 18 U.S.C. 1001 and 15 U.S.C. 78ff(a).
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