X0304 4 2011-09-15 0 0001401688 Vitacost.com, Inc. VITC 0001485082 Horowitz Jeffrey C/O VITACOST.COM, INC. 5400 BROKEN SOUND BLVD #500 BOCA RATON FL 33487 1 1 0 0 Chief Executive Officer Common Stock 2011-09-15 2011-09-15 4 P 0 15000 4.5830 A 517529 D Common Stock 2011-09-16 2011-09-16 4 P 0 15000 4.4922 A 517529 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/ Jeffrey J. Horowitz 2011-09-19