By Jonathan Moreland, founder of Insider Insights and author of Profit From Legal Insider Trading.

NEW YORK ( TheStreet) -- Which insiders are selling and buying chunks of stocks?

Below are lists of the top 10 mainly open-market insider purchases and sales filed at the Securities and Exchange Commission Tuesday, May 3, 2011 as ranked by dollar value. Company executives and directors are in the best position to assess the attractiveness of their firms' shares, and here is how many of them are voting their wallets! Please note, however, that these are factual lists, not buy and sell recommendations. Dollar value is only one metric to assess the importance of an insider transaction.

Fresh Market (TFM) Barry Michael DIR,BO 5,050,940 $207,151,682
Fresh Market (TFM) Berry Brett M DIR,BO 3,910,167 $160,365,730
Fresh Market (TFM) Berry Ray D DIR,BO 2,957,951 $121,312,968
Valmont Industries (VMI) Robert B Daugherty Charitable Foundation BO 97,700 $10,228,709
Lumber Liquidators (LL) Sullivan Thomas D CB,F
284,000 $7,379,456
Discovery Communications (DISCK) Malone John C DIR,BO 109,155 $4,311,623
MSC Industrial Direct (MSM) Jacobson Mitchell DIR,BO 52,319 $3,755,161
Complete Production Svs (CPX) Moore Brian K PR,COO 100,000 $3,400,700
United Stationers (USTR) Good Daniel J DIR 43,137 $3,118,250
Travelzoo (TZOO) Bartel Ralph DIR,BO 28,144 $2,400,965

Key to Titles:A=Assistant, AI=Affiliated Investor, AO=Accounting Officer, BD=Business Development, BO=Beneficial Owner, CAO=Chief Accounting Officer, CB=Chairman, CCO=Chief Compliance Officer, CEO=Chief Executive Officer, CFO=Chief Financial Officer, CIO=Chief Information Officer, CO=Compliance Officer, COO=Chief Operating Officer, CT=Controller, CTO=Chief Technology Officer, DIR=Director, EVP=Executive Vice President, F=Founder, FO=Financial Officer, GC=General Counsel, HR=Human Resources, IO=Information Officer, IR=Investor Relations, LO=Legal Officer, MD=Managing Director, O=Officer, OO=Operating Officer, PR=President, PT=Partner, REL=Relative of an insider, SEC=Secretary, SH=Shareholder, SO=Sales Officer, TO=Technology Officer, TR=Treasurer, TT=Trustee, VCB=Vice Chairman, VP=Vice President, X=Ex Officer or other title displayed.

Jonathan Moreland is the founder of, which produces a weekly newsletter and offers professional screening and alerting tools to analyze a proprietary, real-time insider data feed. He is also the principal of Insider Asset Management, a registered investment advisor in New York. Mr. Moreland has been analyzing insider data professionally for two decades and has been a contributor to since 2001. A fundamental analyst with an MBA in finance, Mr. Moreland long ago identified insider data as an excellent first screen to determine where to focus his research efforts. He is quoted frequently in the media for his insider analysis and stock recommendations stemming from it. He is also author of Profit From Legal Insider Trading.

Under no circumstances does the information in this column represent a recommendation to buy or sell stocks. While he cannot provide investment advice or recommendations, Moreland appreciates your feedback; click here to send him an email.