What the executives and directors of Starbucks actually did with their own shares, decoded from three years of SEC Form 4 filings.
The tape: three years of insider trades
Every marker sits at the exact price reported on the Form 4. The line is the monthly median of all prices insiders reported, so the chart needs no market feed; the gray strip is routine flow (vestings, tax withholding, gifts) that headlines love to miscount as selling.
Where the shares went, last 12 months
Every Form 4 movement decomposed: what flowed in (grants, vested equity, purchases) and what flowed out (tax withholding, plan sales, discretionary sales, gifts). Counted in shares, because grants carry no price.
Skin in the game
Directly held shares as reported after each trade, indexed to 100 five years back. Direct holdings only: trust and family-entity positions are per-entity in the filings and do not sum honestly, so this chart refuses to guess. The steps are the trades.
Who holds what
| Insider | Role | Shares held | Buys 12 m | Sales 12 m |
|---|---|---|---|---|
| HOBSON MELLODY L | Director | 587.1K | — | — |
| Niccol Brian R chairman and ceo | CEO | 474.5K | — | — |
| Narasimhan Laxman ceo | CEO | 164.8K | — | — |
| Ruggeri Rachel evp, cfo | CFO | 79.1K | — | — |
| BREWER BRADY ceo, International | CEO | 77.4K | — | $1.1M |
| Conway Michael Aaron ceo, North America | CEO | 75.1K | — | — |
| Smith Cathy R evp, cfo | CFO | 63.8K | — | — |
| KNUDSTORP JORGEN VIG | Director | 57.8K | $995K | — |
| KELLY SARA evp, chief partner officer | Officer | 57.6K | — | $453K |
| Lerman Bradley E evp, chief legal officer | Officer | 42.7K | — | — |
| ALLISON RICHARD E JR | Director | 39.7K | — | — |
| Campion Andrew | Director | 30.1K | — | — |
| GRAMS MICHAEL DAVID evp, chief operating officer | COO | 28.1K | — | — |
| Nadella Satya | Director | 27.7K | — | — |
Open-market trade log
| Date | Insider | Type | Shares | Price | Value |
|---|---|---|---|---|---|
| 2026-07-06 | BREWER BRADY (CEO) | Planned sale (10b5-1) | 2,229 | $104.00 | $232K |
| 2026-06-11 | BREWER BRADY (CEO) | Planned sale (10b5-1) | 588 | $100.00 | $59K |
| 2026-06-05 | BREWER BRADY (CEO) | Planned sale (10b5-1) | 1,641 | $94.33 | $155K |
| 2026-05-05 | BREWER BRADY (CEO) | Planned sale (10b5-1) | 2,229 | $104.81 | $234K |
| 2026-04-29 | KELLY SARA (Officer) | Planned sale (10b5-1) | 2,000 | $105.00 | $210K |
| 2026-04-17 | BREWER BRADY (CEO) | Planned sale (10b5-1) | 588 | $100.00 | $59K |
| 2026-04-06 | BREWER BRADY (CEO) | Planned sale (10b5-1) | 1,641 | $90.00 | $148K |
| 2026-03-09 | BREWER BRADY (CEO) | Planned sale (10b5-1) | 588 | $100.00 | $59K |
| 2026-03-05 | KELLY SARA (Officer) | Planned sale (10b5-1) | 2,500 | $97.12 | $243K |
| 2026-03-05 | BREWER BRADY (CEO) | Planned sale (10b5-1) | 1,641 | $97.12 | $159K |
| 2025-11-10 | KNUDSTORP JORGEN VIG (Director) | Open-market buy | 11.7K | $85.00 | $995K |
| 2024-11-29 | KELLY SARA (Officer) | Planned sale (10b5-1) | 19.1K | $101.37 | $1.9M |
| 2024-11-21 | Ruggeri Rachel (CFO) | Planned sale (10b5-1) | 1,491 | $99.54 | $148K |
| 2024-11-15 | Ruggeri Rachel (CFO) | Planned sale (10b5-1) | 1,452 | $99.07 | $144K |
| 2024-09-06 | KNUDSTORP JORGEN VIG (Director) | Open-market buy | 380 | $91.50 | $35K |
| 2024-08-15 | Conway Michael Aaron (CEO) | Planned sale (10b5-1) | 3,250 | $94.03 | $306K |
| 2024-08-13 | Ruggeri Rachel (CEO) | Planned sale (10b5-1) | 3,290 | $91.16 | $300K |
| 2024-06-14 | Conway Michael Aaron (CEO) | Planned sale (10b5-1) | 3,250 | $80.00 | $260K |
| 2024-05-22 | Ruggeri Rachel (CFO) | Planned sale (10b5-1) | 3,750 | $80.00 | $300K |
| 2024-05-21 | KELLY SARA (Officer) | Planned sale (10b5-1) | 250 | $77.50 | $19K |
| 2024-04-22 | KELLY SARA (Officer) | Planned sale (10b5-1) | 250 | $88.00 | $22K |
| 2024-04-15 | Conway Michael Aaron (CEO) | Planned sale (10b5-1) | 3,250 | $85.39 | $278K |
| 2024-03-21 | KELLY SARA (Officer) | Planned sale (10b5-1) | 250 | $92.63 | $23K |
| 2024-03-04 | Ruggeri Rachel (CFO) | Planned sale (10b5-1) | 3,221 | $93.06 | $300K |
| 2024-02-21 | KELLY SARA (Officer) | Planned sale (10b5-1) | 250 | $93.86 | $23K |
| 2024-02-15 | Conway Michael Aaron (Officer) | Planned sale (10b5-1) | 3,250 | $94.03 | $306K |
| 2024-01-22 | KELLY SARA (Officer) | Planned sale (10b5-1) | 250 | $93.78 | $23K |
| 2023-12-21 | KELLY SARA (Officer) | Discretionary sale | 250 | $95.00 | $24K |
| 2023-11-21 | KELLY SARA (Officer) | Planned sale (10b5-1) | 250 | $104.45 | $26K |
| 2023-11-16 | Ruggeri Rachel (CFO) | Planned sale (10b5-1) | 842 | $106.20 | $89K |
| 2023-11-15 | Ruggeri Rachel (CFO) | Planned sale (10b5-1) | 504 | $105.66 | $53K |
| 2023-11-14 | Conway Michael Aaron (Officer) | Discretionary sale | 6,500 | $104.77 | $681K |
| 2023-06-21 | Ruggeri Rachel (CFO) | Planned sale (10b5-1) | 679 | $100.60 | $68K |
| 2023-02-21 | Ruggeri Rachel (CFO) | Discretionary sale | 736 | $105.50 | $78K |
| 2023-02-13 | Jenkins Zabrina (Officer) | Discretionary sale | 2,962 | $108.48 | $321K |
| 2023-01-09 | Ruggeri Rachel (CFO) | Discretionary sale | 3,960 | $106.50 | $422K |
| 2022-12-08 | Shih Clara (Director) | Discretionary sale | 7,000 | $103.29 | $723K |
| 2022-11-23 | Conway Michael Aaron (Officer) | Discretionary sale | 15.3K | $99.14 | $1.5M |
| 2022-09-15 | HOBSON MELLODY L (Director) | Open-market buy | 54.8K | $92.58 | $5.1M |
| 2022-09-15 | ALLISON RICHARD E JR (Director) | Open-market buy | 10K | $92.53 | $925K |
| 2022-09-15 | Jenkins Zabrina (Officer) | Discretionary sale | 4,020 | $93.00 | $374K |
| 2022-05-12 | SCHULTZ HOWARD D (CEO) | Open-market buy | 72.5K | $68.85 | $5M |
| 2022-05-10 | SCHULTZ HOWARD D (CEO) | Open-market buy | 16.9K | $73.10 | $1.2M |
| 2022-05-10 | SCHULTZ HOWARD D (CEO) | Open-market buy | 120.6K | $72.61 | $8.8M |
| 2021-12-10 | Lis Angela (Officer) | Discretionary sale | 6,000 | $116.88 | $701K |
| 2021-12-08 | JOHNSON KEVIN R (CEO) | Discretionary sale | 80.8K | $116.42 | $9.4M |
| 2021-12-08 | JOHNSON KEVIN R (CEO) | Discretionary sale | 169.2K | $115.93 | $19.6M |
| 2021-11-23 | Woods Gina (Officer) | Discretionary sale | 4,030 | $113.41 | $457K |
| 2021-11-22 | Conway Michael Aaron (Officer) | Discretionary sale | 47.1K | $111.50 | $5.3M |
| 2021-08-06 | CULVER JOHN (COO) | Discretionary sale | 148.6K | $119.00 | $17.7M |
| 2021-08-02 | CULVER JOHN (COO) | Discretionary sale | 3,600 | $122.33 | $440K |
| 2021-07-29 | JOHNSON KEVIN R (CEO) | Discretionary sale | 45.3K | $123.28 | $5.6M |
| 2021-07-29 | JOHNSON KEVIN R (CEO) | Discretionary sale | 313.8K | $122.74 | $38.5M |
| 2021-04-05 | JOHNSON KEVIN R (CEO) | Discretionary sale | 170K | $111.07 | $18.9M |
| 2021-04-01 | JOHNSON KEVIN R (CEO) | Discretionary sale | 31.5K | $109.45 | $3.4M |
| 2021-04-01 | JOHNSON KEVIN R (CEO) | Discretionary sale | 121.8K | $109.04 | $13.3M |
| 2021-03-29 | Gonzalez Rachel A (Officer) | Discretionary sale | 82.9K | $109.51 | $9.1M |
| 2021-02-16 | CULVER JOHN (Officer) | Discretionary sale | 48.7K | $106.51 | $5.2M |
| 2020-12-11 | Lis Angela (Officer) | Discretionary sale | 4,500 | $103.22 | $464K |
| 2020-11-25 | Ramo Joshua Cooper (Director) | Discretionary sale | 2,925 | $98.28 | $287K |
“Since trade” compares with the latest insider-implied price, not a market quote; this site carries no market data by design.
Filing hygiene
How to read this
A Form 4 transaction code decides everything. P is an open-market purchase and S an open-market sale; those two are the only codes where an insider chose to trade. A is a grant, M an option exercise or vesting, F shares withheld to cover tax, G a gift. Most “insiders dumped billions” headlines are code F and M mechanics.
Sales flagged 10b5-1 run on a plan the insider adopted in advance; since 2023 every Form 4 carries that flag. Buys have historically predicted returns, sales mostly have not, and this page states filings, not advice.