Mr Gordon could sell up to 340,381 shares if the stock meets the minimum threshold as soon as July 1,2013 as stated in the trading plan. Sounds like there is an anticipation of stock moving north and based on coffee futures for the 2nd half of the year which bodes well for JVA. IMHO
They will soon begin buying back shares in the open market. The reasoning? They believe their shares represent a compelling value at these current depressed levels.. Look for the Board of Directors to soon evaluate the feasibility of adopting a stock buyback plan.