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Insiders at Herbalife threw their hats into the ring of the media circus surrounding the multi-level marketing firm.

Three Herbalife top executives bought 30,700 shares for $1,709,467, an average of $55.68 each, on July 31.

Chief Financial Officer John DeSimone bought 10,000 Herbalife (ticker: HLF ) shares for $555,600. He now holds a direct stake of 28,690 shares. DeSimone's most recent previous transaction was on April 16, 2012, when he exercised options and sold 31,700 shares for $2.7 million, an average of $70.50 each, through a 10b5-1 plan.

Chief Operating Officer Richard Goudis bought 10,700 shares for $597,167. He now holds a direct stake of 166,969 shares. Goudis' most recent previous transaction was on Nov. 29, 2012, when he bought 180,100 shares for $2 million, an average of $43.89 each.

Finally, President Desmond Walsh bought 10,000 shares for $556,700. He now holds a direct stake of 107,599 shares. Walsh's most recent previous transaction was on April 3, 2012, when he exercised options and sold 125,500 shares for $5 million, an average of $69.44 each through a 10b5-1 plan.

All the executives hold stakes of less than 1% in Herbalife.

Walsh and Goudis joined Herbalife in 2004. DeSimone joined in 2007.

Herbalife did not respond to a phone call seeking comment on the buys.

Activist investor William Ackman of Pershing Square Capital Management has been on the attack against Herbalife, spending $50 million in a campaign to discredit the company, according to The Wall Street Journal. Herbalife, meanwhile, has spent $41 million defending itself, including $3.77 million responding to a Federal Trade Commission investigation.

The purchases by the executives come at a particularly pivotal time. Earlier this week, Herbalife missed second-quarter expectations for the first time since 2008.

InsiderScore writes on its site, "We acknowledge that Herbalife is a very controversial name and that the buying could be viewed pessimistically."

Jonathan Moreland, director of research for InsiderInsights.com, says in an interview with Barrons.com, "It's good to see insiders with operational roles taking some action. This is a pretty straightforward buying cluster that ranks significantly. It's pretty textbook stuff."

Moreland adds, "It seems very odd to me that Ackman made such a display in regards to putting his reputation on the line with this one position." Not surprisingly, Ackman holds a short position in Herbalife.

Recent Insider Activity Buyers Company NameInsiders NameTitle$ ValueNo. of Shares in Trans.Ranges of ValuesTransaction DatesTitan Intl M. Rachesky DO $7,136,566490,77514.11-15.00July 28-30 2014BeldenB. Cressey D 691,10810,00069.11July 31 2014HerbalifeR. Goudis CO 597,16710,70055.81July 31 2014Intevac M. Drapkin D 575,35588,5026.3-6.75July 28-30 2014Herbalife D. Walsh P 556,70010,00055.67July 31 2014Herbalife J. Desimone CFO555,60010,00055.56July 31 2014Aegerion Pharmaceuticals M. Beer CEO336,53910,00033.44-34.37July 31 2014Lockheed Martin D. Akerson D 254,8281,500169.89July 30 2014Oceanfirst Financial C. Maher P 161,60010,00016.15-16.17July 29-30 2014Clearfield C. Hayssen D 130,75010,00012.9-13.25July 30-31 2014 Titan Intl M. Rachesky DO $7,136,566490,77514.11-15.00July 28-30 2014BeldenB. Cressey D 691,10810,00069.11July 31 2014HerbalifeR. Goudis CO 597,16710,70055.81July 31 2014Intevac M. Drapkin D 575,35588,5026.3-6.75July 28-30 2014Herbalife D. Walsh P 556,70010,00055.67July 31 2014Herbalife J. Desimone CFO555,60010,00055.56July 31 2014Aegerion Pharmaceuticals M. Beer CEO336,53910,00033.44-34.37July 31 2014Lockheed Martin D. Akerson D 254,8281,500169.89July 30 2014Oceanfirst Financial C. Maher P 161,60010,00016.15-16.17July 29-30 2014Clearfield C. Hayssen D 130,75010,00012.9-13.25July 30-31 2014 Source: Thomson Reuters

Recent Insider Activity Sellers Company NameInsiders NameTitle$ ValueNo. of Shares in Trans.Ranges of ValuesTransaction DatesMicrosoft W. Gates D $331,041,7777,589,17043.45-43.96July 29-30 2014Microsoft W. Gates D 148,399,4403,360,00044.17July 28 2014Under Armour K. Plank CEO38,869,490562,50069.06-69.8July 29-30 2014BJ's Restaurants G. Deitchle CB 10,275,000300,00034.25July 31 2014Lockheed Martin M. Hewson CEO8,860,23052,100170.06July 28 2014M&T Bank J. Pereira OD 8,381,84768,289122.73-122.77July 29-30 2014Caterpillar J. Buda O 7,453,59170,828105-105.243July 29-30 2014St Jude Medical D. Starks CEO5,962,50090,00066.25July 29 2014TE Connectivity J. Donahue O 5,030,41679,72563.10July 30 2014Stanley Black & Decker J. Loree P 4,758,90253,00089.79July 29 2014 Microsoft W. Gates D $331,041,7777,589,17043.45-43.96July 29-30 2014Microsoft W. Gates D 148,399,4403,360,00044.17July 28 2014Under Armour K. Plank CEO38,869,490562,50069.06-69.8July 29-30 2014BJ's Restaurants G. Deitchle CB 10,275,000300,00034.25July 31 2014Lockheed Martin M. Hewson CEO8,860,23052,100170.06July 28 2014M&T Bank J. Pereira OD 8,381,84768,289122.73-122.77July 29-30 2014Caterpillar J. Buda O 7,453,59170,828105-105.243July 29-30 2014St Jude Medical D. Starks CEO5,962,50090,00066.25July 29 2014TE Connectivity J. Donahue O 5,030,41679,72563.10July 30 2014Stanley Black & Decker J. Loree P 4,758,90253,00089.79July 29 2014 Source: Thomson Reuters

Here's a rundown of insider trading activity reported onAugust 1, 2014. An insider is any officer, director or owner of 10% or more of a class of the company's securities. The table shows purchases and sales which must be reported to the SEC and other regulators by the 10th of the month following the month of the trade, includes both open-market and private transactions involving direct and indirect holdings. Excludes stock valued at less that $2 per share, acquisitions through options and companies being acquired. Included are purchases, sales and stock registered for sale for individual officers, companies, and sectors.

AC-member of the advisory committee. AF-affiliated person. AI-affiliate of investment advisor. AV-assistant vice president. B-beneficial owner of more than 10% of a security class. BC-beneficial owner as custodian. BT-beneficial owner as trustee. C-controller. CB-chairman. CC-member of the compensation committee. CEO-chief executive officer. CFO-chief financial officer. CI-chief investment officer. CO-chief operating officer. CP-controlling person. CT-chief technology officer. D-director. DO-director and beneficial owner. DS-indirect shareholder. EC-member of the executive committee. EVP-executive vice president. F-founder. FC-member of the finance committee. FO-former. GC-general counsel. GM-general manager. GP-general partner. H-officer, director and beneficial owner. I-indirect transaction filed through a trust, insider spouse, minor child or other. IA-investment advisor. LP-limited partner. M-managing partner. MC-member of committee or advisory board. MD-managing director. O-officer. OB-officer and beneficial owner. OD-officer and director. OE-other executive. OP-officer of parent company. OS-officer of subsidiary company. OT-officer and treasurer. OX-divisional officer. P-president. R-retired. S-secretary. SC-member of the science/technology committee. SH-shareholder. SVP-senior vice president. T-trustee. TR-treasurer. UT-unknown. VC-vice chairman. VP-vice president. VT-voting trustee. X-deceased.

*-Half of the transactions were indirect.

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