Hershey CFO’s Bold Buy Signals Confidence Amid Rising Costs—Insider Surge Fuels Investor Optimism.

Insider Buying at Hershey: A Signal of Confidence?

On February 25, 2026, Chief Financial Officer Steven Voskuil purchased 11,309 shares of Hershey common stock at no price—an outright market‑price buy—while simultaneously selling a modest 133 shares at $229.64. The trade, executed at a market price of $236.21, reflects a net inflow of 11,176 shares for Voskuil, increasing his holdings to 61,502 shares. In the context of Hershey’s recent 52‑week high of $234.87 and a P/E of 52.35, this move suggests that the CFO sees value in the brand’s long‑term growth, even as the stock remains heavily valued relative to its peers.

What Might This Mean for Investors? The CFO’s buying activity arrives amid a flurry of insider transactions across the board: President Vero Villasenor’s large purchase of over 2,600 shares, VP McCalman’s 1,626‑share buy, and President‑in‑charge Kirk Tanner’s 18,988‑share purchase, among others. While these moves are largely passive, the collective buying trend—especially in a sector facing rising input costs—signals management’s belief that Hershey’s product pipeline and expansion into new snack categories will sustain earnings momentum. Investors should note, however, that the CFO’s sale of 133 shares at $229.64 is a small fraction of his total stake; the net effect is a net buy, reinforcing a bullish stance.

A Profile of Voskuil’s Transaction Pattern Voskuil’s historical trades reveal a consistent pattern of incremental selling: from September 2025 through February 2026, he has sold 1,500 shares on four occasions and 5,000 shares in July 2025, always at market prices that lag the current price by roughly $10–$30. This gradual divestiture contrasts sharply with the February 2026 buy, which is a clear deviation from his prior behavior. The shift may indicate a change in his personal liquidity needs—or, more likely, a strategic repositioning of his portfolio in anticipation of future upside. The fact that his post‑transaction holdings remain substantial (over 60,000 shares, about 0.13% of outstanding shares) underscores a long‑term commitment to Hershey.

Implications for Hershey’s Future Hershey’s recent headline—“Reese’s family criticism”—has not yet translated into a sustained price decline, and the stock’s recent 6.38% weekly gain and 24.34% monthly rise suggest momentum remains. Management’s collective buying, including Voskuil’s, could bolster investor confidence, potentially supporting the share price against short‑term volatility. On the other hand, the high P/E ratio hints at valuation pressure; should earnings fail to grow at the projected rate, the stock could face a correction. For investors, Voskuil’s transaction adds a layer of insider validation to Hershey’s strategic initiatives, but careful monitoring of earnings guidance and commodity cost trends will remain essential.