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Privacy Policy

Whole Earth Farms Privacy Notice

Effective: April 5, 2012       Last Updated: February 14, 2020

Scope of this Notice

Please read this privacy notice (“Notice”) carefully to understand our policies and practices regarding your personal data and how we will treat it. This Notice applies to individuals who interact with Merrick Pet Care, Inc. services as consumers (“you”). This Notice explains how your personal data (which some jurisdictions may refer to as “personal information”) is collected, used, and disclosed by Merrick Pet Care, Inc. and third parties acting on our behalf (collectively “Merrick Pet Care, Inc.”, “We”, Us”). It also tells you how you can access and update your personal data and make certain choices about how your personal data is used.

This Notice covers both our online and offline data collection activities, including personal data that We collect through our various channels such as websites, apps, third-party social networks, consumer affairs, points of sale, and events where this policy is provided to you. Please note that We might combine personal data from different sources (website, offline event), including by combining personal data that were originally collected by different Merrick Pet Care, Inc. entities or Merrick Pet Care, Inc. partners. We also may combine data from third parties with data We already have.

In some instances, if you do not provide personal data to Us, We may not be able to provide you with certain goods and/or services. We will indicate to you when this is the case, for example, by stating so on our registration forms.

1. Personal data that we collect about you.

We collect various types of data from you, as described below.

Identifiers, including certain data defined as “personal information” in the California Customer Records law or as a protected classification under California or federal law. This data includes:

  • Personal Contact Data: Any data you provide to Us that would allow Us to contact you, such as your name, postal address, e-mail address, social network details, or phone number
  • Account Login Data: Any data that is required to give you access to your specific account profile. Examples include your login ID/email address, screen name, password in unrecoverable form, and/or security question and answer.
  • Certain Data from Your Computer/Mobile Device: Data about the computer system or other technological device that you use to access one of our websites or apps, such as the Internet protocol (IP) address used to connect your computer or device to the Internet and other online identifiers. If you access a Merrick Pet Care, Inc. website or app via a mobile device such as a smartphone, the collected data will also include, where permitted, your phone’s unique device ID, advertising ID, and other similar mobile device data.
  • Payment and Financial Data: Any data that We need in order to fulfil an order, or that you use to make a purchase, such as your debit or credit card details (cardholder name, card number, expiration date, etc.) or other forms of payment (if such are made available). In any case, We or our payment processing provider(s) handle payment and financial data in a manner compliant with applicable laws, regulations, and security standards such as PCI DSS.
  • Demographic Data & Interests: Any data that describes your demographic or behavioral characteristics. Examples include your date of birth, age or age range, gender, geographic location (e.g., ZIP code), favorite products, hobbies and interests, and household or lifestyle data. This may include data about your health, medical conditions, nutrition, and exercise habits and goals. It may include data about your children’s genders, feeding styles, birthdates, or expected due dates. It may also include data about work status or professional credentials. It may include data collected when you inquire about adopting a pet through a Petfinder member adoption organization, or create a saved pet search alert. In some cases, this could include data that you give Us about someone else. For example, if you provide a friend’s email address for a tell-a-friend program. It may also include data about your pets and pet preferences. If you are a health care professional, We may collect data about your practice.
  • Third-Party Social Network Data: Any data that you share publicly on a third-party social network or data that is part of your profile on a third-party social network (such as Facebook) and that you allow the third-party social network to share with Us. Examples include your basic account data (e.g., name, email address, gender, birthday, current city, profile picture, user ID, list of friends, etc.) and any other additional data or activities that you permit the third-party social network to share. We receive your third-party social network profile data (or parts of it) every time you download or interact with a Merrick Pet Care, Inc. web application on a third-party social network such as Facebook, every time you use a social networking feature that is integrated within a Merrick Pet Care, Inc. site (such as Facebook Connect), or every time you interact with Us through a third-party social network. To learn more about how your data from a third-party social network is obtained by Merrick Pet Care, Inc., or to opt out of sharing such social network data, please visit the website of the relevant third-party social network.

We use this data for a number of purposes, such as (1) consumer service purposes, including responding to your inquiries; (2) to provide you with information about goods or services; (3) personalization, such as to analyse your preferences and habits, anticipate your needs, improve and personalise your experience on our websites and apps, provide you with targeted advertising and content, and allow you to participate in interactive features; (4) order fulfilment; and (5) other general business purposes, such as internal or market research, analytics, and security. To learn more about these uses, visit Section 4, below.

We disclose this data with our service providers, as described in Section 5, below.

  • Internet or Other Similar Network Activity. This data includes websites and communication usage data.As you navigate through and interact with our websites/apps or emails, We use automatic data collection technologies to collect certain data about your device(s) and your actions. This includes data such as which links you click on, which pages or content you view and for how long, and other similar data and statistics about your interactions, such as content response times, download errors, and length of visits to certain pages, as well as operating system type and web browser type and version. This data is captured using automated technologies such as cookies and web beacons and is also collected through the use of third-party tracking for analytics and advertising purposes.

We use this data for a number of purposes, such as (1) consumer service purposes, including responding to your inquiries; (2) to provide you with information about goods or services; (3) personalization, such as to analyse your preferences and habits, anticipate your needs, improve and personalise your experience on our websites and apps, provide you with targeted advertising and content, and allow you to participate in interactive features; (4) order fulfilment; and (5) other general business purposes, such as internal or market research, analytics, and security. To learn more about these uses, visit Section 4, below.

We disclose this data with our service providers, as described in Section 5, below.

  • Geolocation Data. This data is used and shared in the same way as the “Identifiers” and “Commercial Information” described above.
  • Audio, Electronic, Visual, or Similar Information. This data may include photos and videos that you share with us as consumer-generated content or via third-party social networks, as described above, as well as recordings of and information you provide during your conversations with consumer affairs. We may also visually record your interactions with our website, including your mouse clicks, movement, scrolling, and navigation through our website. This data is used and shared in the same way as the “Commercial Information” described above.
  • Inferences. We may draw inferences from the data We collect from and about you to create a profile reflecting your preferences, characteristics, and behaviour. We use this data for personalization and other general business purposes, such as internal or market research, analytics, and security. To learn more about these uses, visit Section 4, below. We disclose this data with our service providers, as described in Section 5, below.