0001144204-11-065284.txt : 20111116 0001144204-11-065284.hdr.sgml : 20111116 20111116103227 ACCESSION NUMBER: 0001144204-11-065284 CONFORMED SUBMISSION TYPE: 4 PUBLIC DOCUMENT COUNT: 1 CONFORMED PERIOD OF REPORT: 20111114 FILED AS OF DATE: 20111116 DATE AS OF CHANGE: 20111116 REPORTING-OWNER: OWNER DATA: COMPANY CONFORMED NAME: Horowitz Jeffrey CENTRAL INDEX KEY: 0001485082 FILING VALUES: FORM TYPE: 4 SEC ACT: 1934 Act SEC FILE NUMBER: 001-34468 FILM NUMBER: 111209017 MAIL ADDRESS: STREET 1: C/O VITACOST.COM, INC. STREET 2: 5400 BROKEN SOUND BLVD. NW, SUITE 500 CITY: BOCA RATON STATE: FL ZIP: 33487 ISSUER: COMPANY DATA: COMPANY CONFORMED NAME: Vitacost.com, Inc. CENTRAL INDEX KEY: 0001401688 STANDARD INDUSTRIAL CLASSIFICATION: RETAIL-CATALOG & MAIL-ORDER HOUSES [5961] IRS NUMBER: 371333024 STATE OF INCORPORATION: DE FISCAL YEAR END: 1231 BUSINESS ADDRESS: STREET 1: 5400 BROKEN SOUND BLVD NW STREET 2: SUITE 500 CITY: BOCA RATON STATE: FL ZIP: 33487-3521 BUSINESS PHONE: (561) 982-4180 MAIL ADDRESS: STREET 1: 5400 BROKEN SOUND BLVD NW STREET 2: SUITE 500 CITY: BOCA RATON STATE: FL ZIP: 33487-3521 4 1 v240918_4.xml OWNERSHIP DOCUMENT X0304 4 2011-11-14 0 0001401688 Vitacost.com, Inc. (VITC) 0001485082 Horowitz Jeffrey C/O VITACOST.COM, INC. 5400 BROKEN SOUND BLVD. NW, SUITE 500 BOCA RATON FL 33487 1 1 0 0 Chief Executive Officer Common Stock 2011-11-14 2011-11-14 4 P 0 11100 6.305 A 804168 D Common Stock 2011-11-15 2011-11-15 4 P 0 283 6.3117 A 804168 D 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. /s/ Jeff Horowitz 2011-11-16