Chief Legal & Corp. Affairs Officer Kraft sells 76,761 shares of SMPL at $37.60 for $2.9M, reducing stake by -65.7%
Timothy Richard Kraft, Chief Legal and Corporate Affairs Officer, executed a substantial sale of 76,761 shares on 2024-11-18 at $37.60, totaling $2,886,228.95, which reduced his holdings from 116,829 shares to 40,068 shares—a reduction of -65.7% from his pre-transaction position. This is a significant material reduction in his stake at a price $1.54 below the current market price of $39.14 and near the middle of the 52-week range of $31.31–$42.69. The sale follows another sale by Kraft at SMPL just one week prior on 2024-11-11, indicating a pattern of consecutive dispositions within a short window. At the cross-ticker level, Kraft's prior two open-market sales showed an average 90-day return of +3.5% (poorly timed, as the stock rose after his sales), and his same-ticker history at SMPL shows one measurable prior sale in May 2023 that also returned +3.5% over 90 days—further evidence of a pattern where his sales have not preceded subsequent declines. The stock has risen +20.1% over the past 30 days and +22.8% over 90 days, suggesting the current sale occurs in a period of strong upward momentum, not during a downturn.