Document:

EXHIBIT 10.1

 

EMPLOYMENT,
NON-COMPETITION

AND PROPRIETARY RIGHTS AGREEMENT

 

THIS EMPLOYMENT NON-COMPETITION
AND PROPRIETARY RIGHTS AGREEMENT (the “Agreement”) is made as of this 25th day of January, 2012, by and between Vitacost.Com,
Inc., a Delaware corporation (the “Company”), and Brian Helman (the “Employee”).

 

RECITALS:

 

A.           The
Company is engaged in the sale of nutritional supplements, vitamins, and other healthcare products;

 

B.           The
Company desires to employ the Employee and Employee desires to be employed by the Company as its Chief Financial Officer (Exempt-Professional),
subject to the terms, conditions and covenants hereinafter set forth; and

 

C.           As
a condition of the Company employing the Employee, Employee has agreed not to divulge to the public the Company’s confidential
information, not to solicit the Company’s vendors, customers or employees and not to compete with the Company, all upon the
terms and conditions hereinafter set forth.

 

NOW, THEREFORE, in consideration
of the foregoing and the agreements, covenants and conditions set forth herein, the Employee and the Company hereby agree as follows:

 

Article
I

EMPLOYMENT

 

1.1           Employment.
The Company hereby employs, engages and hires Employee, and Employee hereby accepts employment, as its Chief Financial Officer
upon the terms and conditions set forth in this Agreement. Employee is employed as and as such reports to the Company’s Chief
Executive Officer, Jeffrey Horowitz. Employee’s responsibilities are outlined on the attached Exhibit A.

 

1.2           Activities
and Duties During Employment. Employee represents and warrants to the Company that Employee is free to accept employment with
the Company and that Employee has no prior or other commitments or obligations of any kind to anyone else which would hinder or
interfere with the acceptance and performance of the obligations under this Agreement.

 

Employee accepts the employment
described in Article I of this Agreement and agrees to devote his exclusive full time and efforts to the faithful and
diligent performance of the services described herein, including the performance of such other services and responsibilities as
the Company may, from time to time, stipulate. Notwithstanding the foregoing, Employee may: (i) serve on the board of directors
of other entities or serve in any capacity with any hobby, avocation, civic, educational, religious, professional or charitable
activity or organization provided that such service does not materially interfere or conflict with his duties hereunder; and (ii)
make and manage personal investments of his choice. Employee shall comply with and be bound by the Company’s operating policies,
procedures and practices in effect from time to time during the terms of his employment.

 

    	 

    	 

    

 

Article
II

TERM

 

2.1           Term.
The term of employment under this Agreement shall be one (1) year, commencing as of the date of the Agreement (such term of employment,
as it may be extended or terminated, is herein referred to as the “Employment Term”), which Employment Term shall automatically
renew for additional one (1) year periods unless terminated by Employee or the Company by written notice not less than thirty (30)
days prior to expiration of the then-current term.

 

2.2           Termination.
The Employment Term and Employment of Employee may be terminated as follows:

 

(a)          Automatically,
without the action of either party, upon the death of the Employee.

 

(b)          By
either party upon the Total Disability of the Employee. The Employee shall be considered to have a Total Disability for purposes
of this Agreement if he is unable by reason of accident or illness or mental disability to substantially perform his employment
duties, and is expected to be in such condition for periods totaling six (6) months (whether or not consecutive), during any period
of twelve (12) consecutive months. The determination of whether a Total Disability has occurred shall be based on the determination
of a physician selected by the Company. Nothing herein shall limit the Employee’s right to receive any payments to which
Employee may be entitled under any disability or employee benefit plan of the Company or under any disability or insurance policy
or plan. During a period of Total Disability prior to termination hereunder, Employee shall continue to receive his full compensation
(including base salary and bonus) and benefits.

 

(c)          By
the Employee upon thirty (30) days’ written notice to the Company.

 

(d)          By
the Company “Without Cause,” and without notice which shall mean a termination of the Employee’s employment by
the Company other than pursuant to the provisions of Section 2.2(a), Section 2.2(b) and Section 2.2(e)
hereof.

 

(e)          By
the Company for “Cause” (as defined below).

 

(f)          By
the Employee with Good Reason (as defined in Section 2.6(b) of this Agreement).”

 

2.3           Cessation
of Rights and Obligations: Survival of Certain Provisions. On the date of expiration or earlier termination of the Employment
Term for any reason, all of the respective rights, duties, obligations and covenants of the parties, as set forth herein, shall
except as specifically provided herein to the contrary, cease and become of no further force or effect as of the date of said termination,
and shall only survive as expressly provided for herein.

 

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2.4           Cessation
of Compensation. In lieu of any severance under any severance plan that the Company may then have in effect, and subject to:
(i) the receipt of a full and unconditional release from Employee; and (ii) any amounts owed by the Employee to the Company under
any contract, agreement or loan document entered into after the date hereof (including, but not limited to, loans made by the Company
to the Employee), the Company shall pay to the Employee, and the Employee shall be entitled to receive, the following amounts within
thirty (30) days of the date of termination of his employment in full satisfaction of any obligation to Employee for termination
of this Agreement:

 

(a)          Voluntary
Termination/Termination For Cause/Expiration of Term. Upon: (i) termination of the Employee’s employment pursuant to
Sections 2.2(c) or (e); or (ii) the expiration of the Employment Term because the Employee elects not to extend the
Employment Term, Employee shall be entitled to receive his base salary, bonus, benefits and expense reimbursements solely through
the date of termination.

 

(b)          Death
or Total Disability. Upon the termination of the Employment Term by reason of the death or Total Disability of the Employee,
the Employee (or, in the case of death, his estate) shall be entitled to receive in a lump sum his base salary through the date
of death plus ninety (90) days, or date of determination of Total Disability plus one hundred eighty (180) days (which shall include
any of his unused vacation pay), unpaid bonus (if any) based on the portion of the calendar year through the date the Employment
Term ends hereunder based on the annual bonus, if any, paid in the immediately preceding calendar year and expense reimbursement
through the date of death or Total Disability.

 

(c)          Without
Cause. If Employee’s employment is terminated Without Cause or with Good Reason, Employee will be entitled to receive
payment of severance benefits equal to amount to six (6) months’ Base Salary (subject to any applicable tax withholding)
plus the portion of Employee's bonus earned if any based on the percentage of the calendar year through the date of termination
of employment, multiplied by the bonus earned by the Employee in the immediate preceding calendar year. . Payment will
be made in a lump sum not more than thirty (30) days following the date of termination.

 

Provided that Employee makes a timely election
to continue coverage under the Company’s group health plans pursuant to the Consolidated Omnibus Budget Reconciliation Act
of 1985 (“COBRA”), health insurance benefits with the same coverage (subject to Company’s right to change coverage
as set forth in the last sentence of this Section) provided to Employee prior to the termination (e.g. medical, dental, optical,
mental health) will be provided at the Company’s cost price to the Employee at the expense of the Employee for eighteen (18)
months following the termination date, but not longer than until Employee is covered by comparable health insurance benefits from
another employer or is otherwise ineligible for COBRA continuation coverage. Nothing in this Section 2.4(c) shall restrict
the ability of the Company or its successor from changing some or all of the terms of such health insurance benefits, the cost
to participants or other features of such benefits; provided, however, that all similarly situated participants are treated the
same.

 

2.5           Business
Expenses.

 

(a)          Reimbursement.
The Company shall reimburse the Employee for all reasonable, ordinary, and necessary business expenses incurred by his in connection
with the performance of his duties hereunder, including, but not limited to, ordinary and necessary travel expenses and entertainment
expenses. The reimbursement of business expenses will be governed by the policies for the Company and the terms otherwise set forth
herein.

 

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(b)          Accounting.
The Employee shall provide the Company with an accounting of his expenses, which accounting shall clearly reflect which expenses
were incurred for proper business purposes in accordance with the policies adopted by the Company and as such are reimbursable
by the Company. The Employee shall provide the Company with such other supporting documentation and other substantiation of reimbursable
expenses as will conform to Internal Revenue Service or other requirements. All such reimbursements shall be payable by the Company
to the Employee within a reasonable time after receipt by the Company of appropriate documentation therefore.

 

2.6           Definitions.
For purposes of this Agreement, the following definitions will apply:

 

(a)          “Cause”
for Employee’s termination will exist if the Company terminates Employee’s employment for any of the following reasons:
(i) Employee willfully fails to substantially perform his duties hereunder (other than any such failure due to his physical or
mental illness), and such willful failure is not remedied within forty five (45) days after written notice from the Company’s
Chief Executive Officer, which written notice shall state that failure to remedy such conduct may results in an involuntary termination
for Cause; (ii) Employee engages in willful and serious misconduct (including, but not limited to, an act of fraud or embezzlement)
that has caused or is reasonably expected to result in material injury to the Company or any of its Affiliates; (iii) Employee
is convicted of or enters a plea of guilty or nolo contendere to a: (A) crime that materially adversely affects his ability to
perform his duties on behalf of the Company; or (B) felony; (iv) Employee engages in alcohol or substance abuse which adversely
affects his ability to perform his duties; or (v) Employee willfully breaches any of his obligations hereunder or under any other
agreement between herself and the Company, and such willful breach is not remedied within forty five (45) after written notice
from the Company’s Chief Executive Officer, which written notice shall state that failure to remedy such conduct may result
in an involuntary termination for Cause.

 

(b)          “Good
Reason” for Employee’s termination of employment will be deemed to exist if any of the following occurs: (i) a material
diminution in the Employee’s base compensation; (ii) a material diminution in the Employee’s authority, duties, or
responsibilities; (iii) a material change in the executive level of the party to whom the Employee is required to report; (iv)
a material change in the geographic location at which the Employee must perform the services under this Agreement; or (v) any other
action or inaction that constitutes a material breach by the Company of this Agreement or any other agreement between the Company
and the Employee. For purposes of these Agreements, Good Reason shall not be deemed to exist unless the Employee’s termination
of employment for Good Reason occurs within one (1) year following the initial existence of one of the conditions specified in
clauses (i) through (v) above, the Employee provides the Company with written notice of the existence of such condition within
90 days after the initial existence of the condition, and the Company fails to remedy the condition within 30 days after its receipt
of such notice.”

 

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(c)          “Change
in Control” means any of the following:

 

(i) The acquisition
by any person of Beneficial Ownership (as defined in Rule 13d-3 under the Securities Exchange Act of 1934, as amended) of more
than fifty percent (50%) of either (A) the then outstanding shares of common stock of the Company (the “Outstanding Company
Common Stock”) or (B) the combined voting power of the then outstanding voting securities of the Company entitled to
vote generally in the election of directors (the “Outstanding Company Voting Securities”) (the foregoing Beneficial
Ownership hereinafter being referred to as a "Controlling Interest"); provided, however, that for purposes of
this definition, the following acquisitions shall not constitute or result in a Change of Control: (x) any acquisition by the Company;
(y) any acquisition by any employee benefit plan (or related trust) sponsored or maintained by the Company or any subsidiary of
the Company; or (z) any acquisition by any corporation pursuant to a transaction which complies with clauses (A) and (B) of subsection
(iii) below; or

 

(ii) During any period
of two (2) consecutive years (not including any period prior to the Commencement Date) individuals who constitute the Company’s
board of directors on the Commencement Date (the “Incumbent Board”) cease for any reason to constitute at least
a majority of the Company’s board of directors; provided, however, that any individual becoming a director subsequent to
the Commencement Date whose election, or nomination for election by the Company’s shareholders, was approved by a vote of
at least a majority of the directors then comprising the Incumbent Board shall be considered as though such individual were a member
of the Incumbent Board, but excluding, for this purpose, any such individual whose initial assumption of office occurs as a result
of an actual or threatened election contest with respect to the election or removal of directors or other actual or threatened
solicitation of proxies or consents by or on behalf of a person other than the Company’s board of directors; or

 

(iii) Consummation of
a reorganization, merger, statutory share exchange or consolidation or similar corporate transaction involving the Company or any
of its subsidiaries, a sale or other disposition of all or substantially all of the assets of the Company, or the acquisition of
assets or stock of another entity by the Company or any of its subsidiaries (each a “Business Combination”),
in each case, unless, following such Business Combination, (A) all or substantially all of the individuals and entities who were
the Beneficial Owners, respectively, of the Outstanding Company Common Stock and Outstanding Company Voting Securities immediately
prior to such Business Combination beneficially own, directly or indirectly, more than fifty percent (50%) of the then outstanding
shares of common stock and the combined voting power of the then outstanding voting securities entitled to vote generally in the
election of directors, as the case may be, of the corporation resulting from such Business Combination (including, without limitation,
a corporation which as a result of such transaction owns the Company or all or substantially all of the Company’s assets
either directly or through one or more subsidiaries) in substantially the same proportions as their ownership, immediately prior
to such Business Combination of the Outstanding Company Common Stock and Outstanding Company Voting Securities, as the case may
be, and (B) at least a majority of the members of the Board of Directors of the corporation resulting from such Business Combination
were members of the Incumbent Board at the time of the execution of the initial agreement, or of the action of the Company’s
board of directors, providing for such Business Combination; or approval by the shareholders of the Company of a complete liquidation
or dissolution of the Company.

 

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2.7           Change
in Control of the Company. If the Employee’s employment is terminated by the Company Without Cause pursuant to Section
2.2(d) hereof or by the Employee for Good Reason pursuant to Section 2.2(f) hereof, in either case during the twelve
(12) month period immediately following the Change in Control, then in lieu of any amounts otherwise payable under Section 2.4(c)
hereof, the Employee shall be entitled to the following:

 

(i)          payment
of (a) any accrued yet unpaid base salary through the date of termination, (b) any accrued yet unpaid bonus payable on account
of any calendar year ending prior to the year in which the termination occurs, (c) benefits through the date of termination, (d)
reimbursement of reimbursable expenses incurred prior to the date of termination, and (e) any vacation pay on account of unused
vacation accruing prior to the date of termination; and

 

(ii)         a
severance amount equal to 6 months at his then current base salary plus the pro rata portion of the Employee’s earned bonus
based upon the percentage of the calendar year through the date of termination, which severance amount shall be paid in a lump
sum within ten days following the termination of employment (subject to applicable withholding and employment taxes)

 

2.8           Compensation.
During Employee’s employment, the Company shall pay Employee such salary, bonus and other benefits and awards as set forth
on Exhibit B.

 

2.9           Payment.
Except as otherwise provided herein, all compensation shall be payable in intervals in accordance with the general payroll payment
practice of the Company. The compensation shall be subject to such withholdings and deductions by the Company as are required by
law.

 

2.10         Vacation.
The Employee shall be entitled to receive personal time off (“PTO”) as outlined in the company’s Employee Handbook.
Any PTO time not taken during each year of the Employment Term shall carry over to the next year subject to a maximum amount of
hours. See employee manual for specific details on the companies PTO policy

 

2.11         Other
Benefits. Employee shall be entitled to participate in any retirement, pension, profit-sharing, stock option, health plan,
insurance, disability income, incentive compensation and welfare or any other benefit plan or plans of the Company which may now
or hereafter be in effect and for which the Employee is eligible or for which all senior executives in general are eligible. Notwithstanding
the forgoing, the Company shall be under no obligation to institute or continue the existence of any such benefit plan.

 

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Article
III

CONFIDENTIALITY, NON-SOLICITATION, NON-COMPETE

AND QUIT CLAIM AGREEMENT

 

3.1           Non-Disclosure
of Confidential Information. Employee hereby acknowledges and agrees that, as of a result of the employment hereunder, Employee
will acquire, develop, and use information that is not generally known to the public or to the Company’s industry, including
but not limited to, certain records, phone locations, documentation, software programs, price lists, customer lists, contract prices
for the Company’s services, business plans and prospects of the Company, equipment configurations, ledgers and general information,
employee records, mailing lists, manufacturing techniques, product formulations, accounts receivable and payable ledgers, financial
and other records of the Company or its affiliates, and other similar matters, as well as any information disclosed to the Company
by any third party under which the Company has a confidentiality obligation to the third party (all such information pertaining
to the Company, its affiliates or disclosed to Company under confidentiality from third parties being hereinafter referred to as
“Confidential Information”). Employee further acknowledges and agrees that the Confidential Information is of great
value to the Company and its affiliates and that the restrictions and agreements contained in this Agreement are reasonably necessary
to protect the Confidential Information and the goodwill of the Company. Accordingly, Employee hereby agrees that:

 

(a)          Employee
will not, while employed by the Company or for two years thereafter, directly or indirectly, except in connection with Employee’s
performance of the duties under this Agreement, or as otherwise authorized in writing by the Company for the benefit of the Company
or its “Affiliates” (as hereinafter defined), divulge to any person, firm, corporation, limited liability company,
or organization, other than the Company or its Affiliates (hereinafter referred to as “Third Parties”), or use or cause
or authorize any Third Parties to use, the Confidential Information, except as required by law; and

 

(b)          Upon
the termination of Employee’s employment for any reason whatsoever, Employee shall deliver or cause to be delivered to the
Company any and all Confidential Information, including drawings, notebooks, notes, records, keys, disks data and other documents
and materials belonging to the Company or its Affiliates which is in his possession or under his control relating to the Company
or its Affiliates or abstracts therefrom, regardless of the medium upon which it is stored, and will deliver to the Company upon
such termination of employment any other property of the Company or its Affiliates which is in his possession or control.

 

3.2           Non-Solicitation
Covenant. Employee hereby covenants and agrees that while employed by the Company and for a period of two (2) years following
the termination of the Employee’s employment with the Company for any reason, Employee shall not: (i) directly or indirectly,
endeavor to entice away from the Company or its Affiliates any person, firm, corporation, limited liability company or other entity
that was a customer of the Company at any time while Employee was an employee of the Company or its Affiliates or who is a “prospective
vendor or customer” of the Company; or (ii) induce, attempt to induce or hire any employee (or any person who was an employee
during the year preceding the date of any solicitation) of the Company or its Affiliates to leave the employ of the Company or
its Affiliates or to otherwise perform services directly or indirectly for others, or in any way interfere with the relationship
between any such employee and the Company or its Affiliates. For purposes hereof, “prospective vendor or customer”
shall mean any person or entity which has been solicited for business by Employee or any officer or other employee of the Company
or its Affiliates at any time during Employee’s employment.

 

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3.3           Non-Competition
Covenant. Employee acknowledges that the covenants set forth in this Section 3.3 are reasonable. Employee also
acknowledges that the enforcement of the covenants set forth in this Section 3.3 will not preclude Employee from being
gainfully employed in such manner and to the extent as to provide a standard of living for herself, the members of his family and
the others dependent upon him of at least the level to which he and they have become accustomed and may expect. Employee hereby
agrees that he shall not, during his employment and for a period of one (1) year after the end of his employment directly or indirectly,
engage in any proprietorship, partnership, firms trust, company, limited liability company or other entity, other than the Company
(whether as owner, partner, trustee, beneficiary, stockholder, member, officer, director, employee, independent contractor, agent,
servant, consultant, manager, lessor, lessee, or otherwise) that competes with the Company in the Business of the Company in the
Restricted Territory (as defined herein), other than acquiring an ownership interest in a company listed on a recognized Stock
exchange in an amount which does not exceed five percent (5%) of the outstanding Stock of such corporation. For purposes of this
Agreement: (i) the term “Business of the Company” shall include all business activities and ventures related to the
sale of nutritional supplements, online and/or mail order sales vitamins and other healthcare products in which the Company is
engaged, and all other businesses in which the Company subsequently is engaged in prior to, and on the date of, termination of
Employee’s employment; and (ii) the term “Restricted Territory” means any state in the United States of America.

 

3.4           Remedies.

 

(a)          Injunctive
Relief. Employee expressly acknowledges and agrees that a violation of any of the provisions of Sections 3.1, 3.2 or
3.3 could cause immediate and irreparable harm, loss and damage to the Company not adequately compensable by a monetary award.
Employee further acknowledges and agrees that the time periods and territorial areas provided for herein are reasonable in order
to adequately protect the Business of the Company, the enjoyment of the Confidential Information and the goodwill of the Company.
Without limiting any of the other remedies available to the Company at law or in equity, or the Company’s right or ability
to collect money damages, Employee agrees that any actual or threatened violation of any of the provisions of Sections 3.1,
3.2, or 3.3 may be immediately restrained or enjoined by any court of competent jurisdiction, injunction may be issued in any
court of competent jurisdiction, without notice and without bond. Notwithstanding anything to the contrary contained in this Agreement,
the provisions of this Article III shall survive the termination of Employee’s employment.

 

(b)          Enforcement:
It is the desire of the parties that the provisions of Sections 3.1, 3.2, or 3.3 be enforced to the fullest extent
permissible under the laws and public policies in each jurisdiction in which enforcement might be sought. Accordingly, if any particular
portion of Sections 3.1, 3.2 or 3.3 shall ever be adjudicated as invalid or unenforceable, or if the application thereof
to any party or circumstance shall be adjudicated to be prohibited by or invalidated by such laws or public policies, such section
or sections shall be: (i) deemed amended to delete there from such portions so adjudicated; or (ii) modified as determined appropriate
by such a court, such deletions or modifications to apply only with respect to the operation of such section or sections in the
particular jurisdictions so adjudicating on the parties and under the circumstances as to which so adjudicated.

 

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(c)          Legal
Fees. In any action to enforce the terms of this Agreement, the prevailing party shall be entitled to reimbursement from the
other party of reasonable legal fees and costs.

 

3.5           Company.
All references to the Company in this Article III shall include “Affiliates” of the Company, as that term
is construed under Rule 405 of the Securities Act of 1933, as amended. Company acknowledges that, as of the date of this Agreement,
the only Affiliate is Nutraceutical Sciences Institute.

 

Article
IV

MISCELLANEOUS

 

4.1           Notices.
All notices or other communications required or permitted hereunder shall be in writing addressed to the last known address of
the Party entitled to notice and shall be deemed given, delivered and received: (a) when delivered, if delivered personally; (b)
four (4) days after mailing, when sent by registered or certified mail, return receipt requested and postage prepaid; (c) one (1)
business day after delivery to a private courier service, when delivered to a private courier service providing documented overnight
service; and (d) on the date of delivery if delivered by telecopy, receipt confirmed, provided that a confirmation copy is sent
on the next business day by first class mail, postage prepaid, in each case addressed as follows:

 

	To Employee at:	The address set forth on the signature page hereof.
	 	 
	To Company at:	
        Vitacost.com Inc.

        5400 Broken Sound Blvd NW

        Suite 500

        Boca Raton, FL 33487

        Attention:      Mary Marbach

        Telephone:    561-982-4180

        E-Mail:          Mary.Marbach@vitacost.com

 

Any party may change its address for purposes
of this paragraph by giving the other party written notice of the new address in the manner set forth above.

 

4.2           Entire
Agreement; Amendments, Etc. This Agreement contains the entire agreement and understanding of the parties hereto, and supersedes
all prior agreements and understandings relating to the subject matter hereof. No modification, amendment, waiver or alteration
of this Agreement or any provision or term hereof shall in any event be effective unless the same shall be in writing, executed
by both parties hereto, and any waiver so given shall be effective only in the specific instance and for the specific purpose for
which given.

 

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4.3           Benefit.
This Agreement shall be binding upon, and inure to the benefit of, and shall be enforceable by, the heirs, successors, legal representatives
and permitted assignees of Employee and the successors, assignees and transferees of the Company. This Agreement or any right or
interest hereunder may not be assigned by Employee without the prior written consent of the Company.

 

4.4           No
Waiver. No failure or delay on the part of any party hereto in exercising any right, power or remedy hereunder or pursuant
hereto shall operate as a waiver thereof; nor shall any single or partial exercise of any such right, power or remedy preclude
any other or further exercise thereof or the exercise of any other right, power or remedy hereunder or pursuant thereto.

 

4.5           Severability.
Wherever possible, each provision of this Agreement shall be interpreted in such manner as to be effective and valid under applicable
law but, if any provision of this Agreement shall be prohibited by or invalid under applicable law, such provision shall be ineffective
to the extent of such prohibition or invalidity, without invalidating the remainder of such provision or the remaining provision
of this Agreement. If any part of any covenant is unenforceable or the making of any covenant hereunder is unenforceable, the parties
hereto agree, and it is their desire, that the court shall substitute a judicially enforceable limitation in its place, and that
as so modified this Agreement, as so modified, shall be binding upon the parties as if originally set forth herein.

 

4.6           Compliance
and Headings. Time is of the essence of this Agreement. The headings in this Agreement are intended to be for convenience and
reference only, and shall not define or limit the scope, extent or intent or otherwise affect the meaning of any portion hereof.

 

4.7           Arbitration.
If there is any dispute between the parties concerning any matter relating to this Agreement, the exclusive basis for adjudication
of this Agreement (except with respect to the performance of the covenants and obligations as set forth in Article III
above) shall be by arbitration as detailed herein. Either party may submit the dispute to binding arbitration. Any such arbitration
proceeding will be conducted in Palm Beach, Florida and except as otherwise provided in this Agreement, will be conducted under
the auspices of JAMS/Mediation, Inc., in accordance with the then current Commercial Arbitration Rules of the American Arbitration
Association. The arbitrator shall allow such discovery as the arbitrator determines appropriate under the circumstances. The arbitrator
shall determine which party, if either, prevailed and shall award the prevailing party its costs. Each party will bear its respective
attorneys’ fees. The award and decision of the arbitrator shall be conclusive and binding on all parties to this Agreement
and judgment on the award may be entered in any court of competent jurisdiction. The parties acknowledge and agree that any arbitration
award may be enforced against either or both of them in a court of competent jurisdiction and each waives any right to contest
the validity or enforceability of such award. The parties further agree to be bound by the provisions of any statute of limitations
which would be applicable in a court of law to the controversy or claim which is the subject of any arbitration proceeding initiated
under the Agreement. The parties further agree that they are entitled in any arbitration proceeding to the entry of an order, by
a court of competent jurisdiction pursuant to an opinion of the arbitrator, for specific performance of any of the requirements
of this Agreement.

 

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In any action to enforce
any of the provisions of Article III hereof, the action shall be litigated in the state or federal courts situated
in Palm Beach County, to which jurisdiction and venue all parties consent. Each party hereby waives its right to trial by jury
with respect to such action and agrees that the prevailing party such action shall be entitled to reimbursement from the other
party of its legal fees and costs incurred in connection with such actions. Company shall be entitled to injunctive relief, without
the necessity of posting bond to remedy any breach of any of the terms of Article III of this Agreement by Employee.

 

4.8           Governing
Law. The parties agree that this Agreement shall be governed by, interpreted and construed in accordance with the laws of the
State of Florida.

 

4.9           Counterparts.
This Agreement may be executed in one or more counterparts, whether by original, photocopy, facsimile or e-mail attachment in PDF
format, each of which will be deemed an original and all of which together will constitute one and the same instrument.

 

4.10         Recitals.
The Recitals set forth above are hereby incorporated in and made a part of this Agreement by this reference.

 

4.11         Indemnification.
The Company shall indemnify and hold Employee harmless to the fullest extent permitted by law and under the Articles and bylaws
of the Company as, to and from any and all costs, expenses (including reasonable attorneys’ fees, which shall be paid in
advance by the Company, subject to recoupment in accordance with applicable law) or damages incurred by Employee as a result of
any claim, suit, action or judgment arising out of the activities of the Company or its Affiliates or the Employee’s activities
as an employee, officer or director of the Company or any related company; provided, however that the Employee shall not be entitled
to indemnification hereunder to the extent the damages are the result of actions or omissions which have been finally adjudicated
by a court of competent jurisdiction to constitute gross negligence or willful or intentional misconduct by the Employee. This
provision shall survive the termination of this Agreement.

 

4.12         Survival.
Employee’s obligations under Article III hereof shall survive any termination of this Agreement.

 

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	COMPANY:	 	EMPLOYEE:
	 	 	 
	Vitacost.com, Inc.	 	 
	 	 	 
	By:	/s/ Jeffrey J. Horowitz	 	/s/ Brian Helman
	 	Jeffrey J. Horowitz	 	Brian Helman
	 	Chief Executive Officer	 	 	 

 

	 	 	 	Employee Owned Inventions:	none

 

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Exhibit A

 

As may be determined by Company.

 

    	13

    	 

    

 

Exhibit B

 

Start date is to be no later than thirty (30) days from the execution
date of this Agreement (the “Start Date”)

 

Salary as of the Start Date is $285,000 per annum ($5,480.77 per
week).

 

Performance based bonus equal to 50% of base salary in 2012, which
shall be paid pro rata based on the Start Date. In addition, a $50,000 bonus shall be paid to the Employee on the first anniversary
of the Start Date.

 

A recommendation will be made to the Board of Directors to grant
you 330,000 incentive stock options which shall vest over 5 years at 20% per year. Such grant shall only be made upon the approval
of such grant by our Board of Directors.

 

    	14Exhibit 10.1

 

Execution Version

 

FIRST
AMENDMENT TO credit agreement

THIS FIRST AMENDMENT
TO CREDIT AGREEMENT (this “Agreement”) is made and entered into as of January 27, 2012, by and among VULCAN
MATERIALS COMPANY, a New Jersey corporation (the “Parent”), each of the Persons party to the Credit Agreement
(as defined below) as Borrowers (together with the Parent, each, a “Borrower,” and, collectively, the “Borrowers”),
the Persons party to the Credit Agreement as Guarantors, the Lenders (as defined below) party hereto, and SUNTRUST BANK, as the
Administrative Agent (the “Administrative Agent”).

WITNESSETH:

WHEREAS, the Borrowers,
the Guarantors, the several banks and other financial institutions and lenders party thereto (the “Lenders”),
and the Administrative Agent have executed and delivered that certain Credit Agreement dated as of December 15, 2011 (as amended,
restated, supplemented, or otherwise modified from time to time, the “Credit Agreement”);

WHEREAS, the financial
statements delivered by the Borrowers for the month ending November 30, 2011, failed to conform to the requirements of Section
7.1(a) of the Credit Agreement (the “Specified Default”); and

WHEREAS, the Borrowers
have requested that the Administrative Agent and the Lenders waive the Specified Default and amend certain provisions of the Credit
Agreement as set forth herein, and the Administrative Agent and the Required Lenders have agreed to such waiver and amendments,
in each case, subject to the terms and conditions set forth below.

NOW, THEREFORE,
for and in consideration of the above premises and other good and valuable consideration, the receipt and sufficiency of which
are hereby acknowledged by the parties hereto, the parties hereto hereby covenant and agree as follows:

SECTION 1. Definitions.
Unless otherwise specifically defined herein, each term used herein (and in the recitals above) which is defined in the Credit
Agreement shall have the meaning assigned to such term in the Credit Agreement. Each reference to “hereof,” “hereunder,”
“herein,” and “hereby” and each other similar reference and each reference to “this Agreement”
and each other similar reference contained in the Credit Agreement shall from and after the date hereof refer to the Credit Agreement
as amended hereby.

SECTION 2. Waiver.
Subject to the satisfaction of the conditions precedent set forth in Section 5 below, the Administrative Agent and the Lenders
party hereto hereby waive the Specified Default.

SECTION 3. Amendments
to Credit Agreement. The Credit Agreement is hereby amended as follows:

    	1

    	 

    
 

(a)   
Section 7.1 is amended so that it reads in its entirety as follows:

Section 7.1Monthly
and Quarterly Financial Statements and Information.

(a)Within thirty (30)
days after the last day of each fiscal month of the Borrowers (except for the last month of each fiscal quarter, in which case
within forty (40) days), the consolidated balance sheet of the Parent and its Subsidiaries as at the end of such fiscal month,
and the related consolidated income statement for such fiscal month and fiscal year to date period. Such financial statements shall
set forth in comparative form (i) the figures as at the end of such month and year to date period of the previous fiscal year,
and (ii) beginning with the fiscal month ending January 31, 2012, with respect to the income statement only, the figures for the
applicable year to date period set forth in the projections provided by the Credit Parties pursuant to Section 4.1, as amended
or superseded by projections delivered pursuant to Section 7.5(d), all of which shall be certified by an Authorized Signatory of
the Parent to be, in his or her opinion, complete and correct in all material respects and to present fairly in accordance with
GAAP the financial position of the Parent and its consolidated Subsidiaries, as at the end of such period and the results of operations
for such periods, subject only to normal audit and year-end adjustments and lack of footnotes.

(b)Within forty (40)
days after the last day of each fiscal quarter of the Borrowers (except for the last quarter of each fiscal year, in which case
within sixty (60) days), the consolidated balance sheet of the Parent and its Subsidiaries as at the end of such fiscal quarter,
and the related consolidated and consolidating, on a division/region basis, income statement and related consolidated statement
of cash flows for such fiscal quarter and fiscal year to date period. Such financial statements shall set forth in comparative
form (i) the figures as at the end of such quarter and year to date period of the previous fiscal year, and (ii) beginning with
the fiscal quarter ending March 31, 2012, with respect to the consolidated financial statements only, the figures for the applicable
year to date period set forth in the projections provided by the Credit Parties pursuant to Section 4.1, as amended or superseded
by projections delivered pursuant to Section 7.5(d), all of which shall be certified by an Authorized Signatory of the Parent to
be, in his or her opinion, complete and correct in all material respects and to present fairly in accordance with GAAP the financial
position of the Parent and its consolidated Subsidiaries, as at the end of such period and the results of operations for such periods,
subject only to normal audit and year-end adjustments and lack of footnotes.

(b) Section
7.2 is amended so that it reads in its entirety as follows:

Section 7.2 Annual
Financial Statements and Information. Within sixty (60) days after the end of each fiscal year of the Borrowers, the audited
consolidated balance sheet of the Parent and its Subsidiaries as at the end of such year and the related audited consolidated and
consolidating, on a division/region basis, income statement, audited consolidated statement of shareholders equity and audited
consolidated cash flow statements for such fiscal year. Such financial statements shall set forth in comparative form (i) the figures
as at the end of and for the previous year, and (ii) with respect to the consolidated financial statements only, the figures for
the applicable period set forth in the projections provided by the Credit Parties pursuant to Section 4.1, as amended or superseded
by projections delivered pursuant to Section 7.5(d), and shall be accompanied by an unqualified opinion of independent certified
public accountants of recognized national standing satisfactory to the Administrative Agent (which opinion shall be without (A)
a “going concern” or like qualification or exception, (B) any qualification or exception as to the scope of such audit,
or (C) any qualification which relates to the treatment or classification of any item and which, as a condition to the removal
of such qualification, would require a material adjustment to such item), stating that such financial statements are prepared in
all material respects in accordance with GAAP, and present fairly the financial position of the Parent and its consolidated Subsidiaries
as at the end of such year without any explanatory paragraphs.

SECTION 4. Representations
and Warranties. Each Credit Party hereby represents and warrants to the Administrative Agent and the Lenders as follows:

(a) Each of
the representations and warranties made by any Credit Party in or pursuant to the Loan Documents is true and correct in all material
respects on and as of the date hereof as if made on and as of such date except to the extent that such representations and warranties
relate to an earlier date, in which case such representation and warranty was true and correct in all material respects as of such
earlier date.

    	2

    	 

    
 

(b) As of the
date hereof there exists no Default or Event of Default (other than the Specified Default) and after giving effect to this Agreement
there will exist no Default or Event of Default.

(c) Each Credit
Party has the power and is duly authorized to enter into, deliver, and perform this Agreement.

(d) This Agreement
is the legal, valid, and binding obligation of the Credit Parties enforceable against the Credit Parties in accordance with its
terms.

SECTION 5. Conditions
Precedent. This Agreement shall become effective only upon the Administrative Agent’s receipt of this Agreement duly
executed by each of the Credit Parties, the Administrative Agent, and the Required Lenders.

SECTION 6. Miscellaneous
Terms.

(a) Loan
Document. For avoidance of doubt, the Borrowers, the Lenders party hereto, and the Administrative Agent hereby acknowledge
and agree that this Agreement is a Loan Document.

(b) Effect
of Agreement. Except as set forth expressly hereinabove, all terms of the Credit Agreement and the other Loan Documents shall
be and remain in full force and effect, and shall constitute the legal, valid, binding, and enforceable obligations of the Credit
Parties. Except to the extent otherwise expressly set forth herein, the amendments set forth herein shall have effect only from
and after the date of this Agreement.

(c) No Novation
or Mutual Departure. The Credit Parties expressly acknowledge and agree that (i) there has not been, and this Agreement does
not constitute or establish, a novation with respect to the Credit Agreement or any of the other Loan Documents, or a mutual departure
from the strict terms, provisions, and conditions thereof, other than with respect to the waiver contained in Section 2
above and the amendments contained in Section 3 above, and (ii) nothing in this Agreement shall affect or limit the Administrative
Agent’s or any Lender’s right to demand payment of liabilities owing from any Credit Party to the Administrative Agent
or the Lender under, or to demand strict performance of the terms, provisions, and conditions of, the Credit Agreement and the
other Loan Documents, to exercise any and all rights, powers, and remedies under the Credit Agreement or the other Loan Documents
or at law or in equity, or to do any and all of the foregoing, immediately at any time after the occurrence of a Default or an
Event of Default under the Credit Agreement or the other Loan Documents.

(d) Ratification.
The Borrowers hereby restate, ratify, and reaffirm all of their obligations and covenants set forth in the Credit Agreement and
the other Loan Documents to which they are parties (as such obligations and covenants are amended by Section 3 above) effective
as of the date hereof.

    	3

    	 

    
 

(e) Claims.
To induce the Administrative Agent and the Lenders to enter into this Agreement and to continue to make advances pursuant to the
Credit Agreement (subject to the terms and conditions thereof), the Borrowers hereby acknowledge and agree that, as of the date
hereof, and after giving effect to the terms hereof, there exists no right of offset, defense, counterclaim, claim, or objection
in favor of any Credit Party or arising out of or with respect to any of the Loans or other obligations of any Credit Party owed
to the Administrative Agent and the Lenders under the Credit Agreement or any other Loan Document.

(f) Release.
In consideration of the waiver and amendments contained herein, the Credit Parties hereby waive and release each of the Lender
Group members and their respective directors, partners, officers, employees and agents, from any and all claims and defenses, known
or unknown as of the date of this Agreement, with respect to the Credit Agreement, the other Loan Documents and the transactions
contemplated thereby on or before the date of this Agreement.

(g) Counterparts.
This Agreement may be executed in any number of counterparts and by different parties hereto in separate counterparts, each of
which when so executed and delivered shall be deemed to be an original and all of which counterparts, taken together, shall constitute
but one and the same instrument.

(h) Fax or
Other Transmission. Delivery by one or more parties hereto of an executed counterpart of this Agreement via facsimile, telecopy,
or other electronic method of transmission pursuant to which the signature of such party can be seen (including, without limitation,
Adobe Corporation’s Portable Document Format) shall have the same force and effect as the delivery of an original executed
counterpart of this Agreement. Any party delivering an executed counterpart of this Agreement by facsimile or other electronic
method of transmission shall also deliver an original executed counterpart, but the failure to do so shall not affect the validity,
enforceability, or binding effect of this Agreement.

(i) Recitals
Incorporated Herein. The preamble and the recitals to this Agreement are hereby incorporated herein by this reference.

(j) Section
References. Section titles and references used in this Agreement shall be without substantive meaning or content of any kind
whatsoever and are not a part of the agreements among the parties hereto evidenced hereby.

(k) Further
Assurances. The Borrowers agree to take, at the Borrowers’ expense, such further actions as the Administrative Agent
shall reasonably request from time to time to evidence the amendments set forth herein and the transactions contemplated hereby.

(l) Governing
Law. This Agreement shall be governed by and construed and interpreted in accordance with the internal laws of the State of
New York but excluding any principles of conflicts of law or other rule of law that would cause the application of the law of any
jurisdiction other than the laws of the State of New York.

(m) Severability.
Any provision of this Agreement which is prohibited or unenforceable shall be ineffective to the extent of such prohibition or
unenforceability without invalidating the remaining provisions hereof in that jurisdiction or affecting the validity or enforceability
of such provision in any other jurisdiction.

    	4

    	 

    
 

(n) Reaffirmation
of Guarantors. Each Guarantor (i) consents to the execution and delivery of this Agreement, (ii) reaffirms all of its obligations
and covenants under the Credit Agreement and the other Loan Documents to which it is a party and (iii) agrees that none of its
respective obligations and covenants shall be reduced or limited by the execution and delivery of this Agreement.

 

[SIGNATURES ON FOLLOWING PAGES]

 

    	5

    	 

    

 

IN WITNESS WHEREOF,
the parties hereto have caused this Agreement to be duly executed by their respective authorized officers as of the day and year
first above written.

 

	BORROWERS:	VULCAN MATERIALS COMPANY
	 	 
	 	 
	 	By: 	/s/ Daniel F. Sansone
	 	 	Name:  Daniel F. Sansone
Title:    Executive Vice President and Chief Financial Officer

 

 

		VULCAN CONSTRUCTION MATERIALS, LP
	 	 
	 	 
	 	By: 	/s/ Daniel F. Sansone
	 	 	Name:  Daniel F. Sansone
Title:    President

 

 

		ATLANTIC GRANITE COMPANY

FLORIDA CEMENT, INC.

FLORIDA ROCK INDUSTRIES, INC.

HARPER BROS. INC.

MARCH ACQUISITIONS, LLC

MARYLAND ROCK INDUSTRIES, INC.

MARYLAND STONE, INC.

PALOMAR TRANSIT MIX CO.

RAIL SERVICES & STORAGE EAST COAST, INC.

RECO TRANSPORTATION, LLC

S & G CONCRETE CO.

S & G PRESTRESS COMPANY

STATEWIDE TRANSPORT, INC.

TCS MATERIALS, INC.

THE ARUNDEL CORPORATION

TRIANGLE ROCK PRODUCTS, INC.

VIRGINIA CONCRETE COMPANY, INCORPORATED

	 	 
	 	 
	 	By: 	/s/ Daniel F. Sansone
	 	 	Name:  Daniel F.
    Sansone
Title:    Vice President

 

[VULCAN
– FIRST AMENDMENT TO CREDIT AGREEMENT]

    	 

    	 

    

 

 

		CALMAT CO.
	 	 
	 	 
	 	By: 	/s/ Daniel F. Sansone
	 	 	Name:  Daniel F.
    Sansone
Title:    Senior Vice President

 

 

		DELMARVA AGGREGATES, LLC,
in its capacity as Guarantor
	 	 
	 	 
	 	By: 	/s/ Daniel F. Sansone
	 	 	Name:  Daniel F.
    Sansone
Title:    Vice President of The Arundel Corporation, the Managing Member of Delmarva Aggregates, LLC

 

 

		FULTON CONCRETE COMPANY, INC.
	 	 
	 	 
	 	By: 	/s/ Daniel F. Sansone
	 	 	Name:  Daniel F.
    Sansone
Title:    Chairman

 

 

		HERITAGE LOGISTICS, LLC
	 	 
	 	 
	 	By: 	/s/ Jerry F. Perkins, Jr.
	 	 	Name:  Jerry F. Perkins, Jr.
Title:    Vice President

 

 

		VAL-ROCK, INC.
	 	 
	 	 
	 	By: 	/s/ Daniel F. Sansone
	 	 	Name:  Daniel F.
    Sansone
Title:    Senior Vice President

 

 

[VULCAN
– FIRST AMENDMENT TO CREDIT AGREEMENT]

    	 

    	 

    

 

 

		VULCAN AGGREGATES COMPANY, LLC
	 	 
	 	 
	 	By: 	/s/ Robert A. Wason IV
	 	 	Name:  Robert A. Wason IV
Title:    President

 

 

		VULCAN CONSTRUCTION MATERIALS, LLC
	 	 
	 	 
	 	By: 	/s/ Robert A. Wason IV
	 	 	Name:  Robert A. Wason IV
Title:    Vice President

 

 

[VULCAN
– FIRST AMENDMENT TO CREDIT AGREEMENT]

    	 

    	 

    
 

 

	GUARANTORS:	AZUSA ROCK, INC.

BLUE PINE HOLDINGS, LLC

ELECTRON ACQUISITIONS, LLC

FLACEM, LLC

MULE PEN QUARRY CORPORATION

ROCKLAND LLC

	 	 
	 	 
	 	By: 	/s/ Daniel F. Sansone
	 	 	Name:  Daniel F. Sansone
Title:    Vice President

 

 

		VULCAN LANDS, INC.
	 	 
	 	 
	 	By: 	/s/ Daniel F. Sansone
	 	 	Name:  Daniel F. Sansone
Title:    Chairman

 

 

		BECKER PROPERTIES, LLC

	 	 
	 	 
	 	By: 	/s/ Daniel F. Sansone
	 	 	Name:  Daniel F.
    Sansone
Title:    Senior Vice President

 

 

		LEGACY VULCAN CORP.

	 	 
	 	 
	 	By: 	/s/ Daniel F. Sansone
	 	 	Name:  Daniel F.
    Sansone
Title:    Executive Vice President and Chief Financial Officer

 

 

[VULCAN
– FIRST AMENDMENT TO CREDIT AGREEMENT]

    	 

    	 

    
 

	ADMINISTRATIVE AGENT AND LENDERS:	SUNTRUST BANK,

as the Administrative Agent and a Lender
	 	 
	 	 
	 	By: 	/s/ B. Earl Garris
	 	 	Name:  B. Earl Garris
    
Title:    Director, ABL

 

[VULCAN
– FIRST AMENDMENT TO CREDIT AGREEMENT]

    	 

    	 

    
 

 

 

		WELLS FARGO BANK, NATIONAL ASSOCIATION,

as a Lender
	 	 
	 	 
	 	By: 	/s/ Daniel D’Onofrio
	 	 	Name:  Daniel D’Onofrio

Title:    Vice President

 

    	 

    	 

    
 

 

		BANK OF AMERICA, N.A.,

as a Lender
	 	 
	 	 
	 	By: 	/s/ Dennis S. Losin
	 	 	Name:  Dennis S. Losin

Title:    Senior Vice President

 

    	 

    	 

    
 

 

		REGIONS BANK,

as a Lender
	 	 
	 	 
	 	By: 	/s/ Cheryl Boyd
	 	 	Name:  Cheryl Boyd

Title:    Sr. Vice President

 

    	 

    	 

    
 

 

		U.S. BANK NATIONAL ASSOCIATION,

as a Lender
	 	 
	 	 
	 	By: 	/s/ Matthew Kasper
	 	 	Name:  Matthew Kasper

Title:    Vice - President

 

    	 

    	 

    
 

 

		GOLDMAN SACHS BANK USA,

as a Lender
	 	 
	 	 
	 	By: 	/s/ Rick Canonico
	 	 	Name:  Rick Canonico

Title:    Authorized Signatory

 

    	 

    	 

    
 

 

		THE NORTHERN TRUST COMPANY,

as a Lender
	 	 
	 	 
	 	By: 	/s/ Sara Bravo
	 	 	Name:  Sara Bravo

Title:    Second Vice President

 

    	 

    	 

    
 

 

		SYNOVUS BANK,

as a Lender
	 	 
	 	 
	 	By: 	/s/ Anne H. Lovette
	 	 	Name:  Anne H. Lovette

Title:    Senior RM

 

    	 

    	 

    
 

 

		ATLANTIC CAPITAL BANK,

as a Lender
	 	 
	 	 
	 	By: 	/s/ J. Christopher Deisley
	 	 	Name:  J. Christopher Deisley

Title:    Senior Vice President

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