Privacy Policy

Last updated: 12 September 2026

At Elm Ridge, we respect your privacy and are committed to protecting your personal information.

This Privacy Policy explains how we collect, use, store and protect your personal data when you visit our website, contact us, create an account, place an order or otherwise interact with Elm Ridge.

This policy applies to customers, prospective customers, website visitors, retailers, trade customers and anyone who contacts us.

1. Who We Are

Elm Ridge is a UK-owned pet supplement business supplying high-quality, UK-manufactured supplements for dogs.

For the purposes of UK data protection law, Elm Ridge is the data controller responsible for the personal information we collect and use.

If you have any questions about this Privacy Policy or how your personal information is handled, please contact us using the contact details provided on our website.

2. Information We May Collect

Depending on how you interact with us, we may collect information including:

  • Your name

  • Billing and delivery address

  • Email address

  • Telephone number

  • Order and purchase history

  • Payment and transaction information

  • Details of enquiries or communications with us

  • Trade or business information where you are a retailer or wholesale customer

  • Marketing preferences

  • Website usage information

  • IP address, browser type and device information

  • Cookie and similar technology information

We only collect information that is reasonably necessary for the operation of our business and the services we provide.

3. Payment Information

Payments made through our website may be processed by third-party payment providers.

Elm Ridge does not ordinarily receive or store your full debit or credit card details. Payment information is processed securely by the relevant payment provider in accordance with their own privacy and security policies.

We may receive information confirming your payment, transaction reference, payment method and payment status.

4. How We Use Your Information

We may use your personal information to:

  • Process, fulfil and deliver your orders

  • Take and administer payments

  • Provide order confirmations and delivery updates

  • Respond to enquiries and customer service requests

  • Manage returns, refunds or complaints

  • Maintain records of purchases and transactions

  • Manage retailer and trade accounts

  • Prevent fraud and protect our business

  • Improve our products, website and customer experience

  • Comply with accounting, tax and legal obligations

  • Send marketing communications where permitted

  • Maintain the security and functionality of our website

We will only use your information where we have a lawful basis for doing so.

5. Our Lawful Bases for Processing

Depending on the circumstances, we may process your information because:

Contract – processing is necessary to fulfil an order or provide something you have requested.

Legal obligation – we are required to keep or process certain information to comply with our legal responsibilities.

Legitimate interests – processing is reasonably necessary for the operation, protection or improvement of our business and does not override your rights.

Consent – you have specifically agreed to us using your information for a particular purpose, such as certain forms of marketing.

Where we rely on consent, you may withdraw your consent at any time.

6. Marketing Communications

If you have chosen to receive marketing communications from Elm Ridge, we may contact you about:

  • New products

  • Promotions and offers

  • Product launches

  • Elm Ridge news

  • Retailer or trade opportunities

You can unsubscribe from marketing communications at any time by using the unsubscribe option provided in our communications or by contacting us.

Opting out of marketing communications will not prevent us from contacting you where necessary regarding an existing order, account or customer service matter.

7. Cookies and Website Technologies

Our website may use cookies and similar technologies to ensure the website functions correctly, remember preferences, understand website usage and improve the customer experience.

Some cookies are necessary for the operation of the website, for example those required to operate a shopping basket, checkout or website security.

Other cookies, such as analytics or advertising cookies, may require your consent.

Where required, you will be given the opportunity to accept or manage non-essential cookies through our website's cookie settings.

You can also control cookies through your browser settings.

8. Sharing Your Information

We do not sell your personal information.

We may share information with trusted third parties where necessary to operate our business, including:

  • Website and e-commerce providers

  • Payment processors

  • Delivery and courier companies

  • IT and website service providers

  • Email and marketing providers

  • Accountants and professional advisers

  • Regulatory authorities or government bodies where legally required

We only share information that is reasonably necessary for the relevant service.

Where third parties process personal data on our behalf, we expect them to protect that information appropriately and use it only for the agreed purpose.

9. International Data Transfers

Some of the service providers used to operate our website, payment systems, email services or other business systems may process information outside the United Kingdom.

Where personal information is transferred internationally, appropriate safeguards will be used where required by UK data protection law.

10. How Long We Keep Your Information

We keep personal information only for as long as reasonably necessary for the purpose for which it was collected.

Certain information may need to be retained for longer periods to meet legal, accounting, tax, product traceability, complaint handling or regulatory requirements.

When personal information is no longer required, we will securely delete or anonymise it where appropriate.

11. Keeping Your Information Secure

We take reasonable organisational and technical measures to protect personal information against:

  • Unauthorised access

  • Loss

  • Misuse

  • Disclosure

  • Alteration

  • Destruction

However, no method of transmitting or storing information electronically can be guaranteed to be completely secure.

12. Your Data Protection Rights

Under UK data protection law, you may have the right to:

  • Request access to the personal information we hold about you

  • Ask us to correct inaccurate or incomplete information

  • Ask us to delete your personal information in certain circumstances

  • Ask us to restrict the way we use your information

  • Object to certain types of processing

  • Request the transfer of certain information to you or another organisation

  • Withdraw consent where processing is based on consent

Not all rights apply in every circumstance.

If you would like to exercise any of these rights, please contact Elm Ridge using the contact details provided on our website.

We may need to verify your identity before fulfilling a request.

13. Complaints

If you have concerns about how Elm Ridge handles your personal information, please contact us in the first instance so that we can try to resolve the matter.

You also have the right to raise a complaint with the Information Commissioner's Office (ICO), the UK's independent data protection regulator.

14. Third-Party Websites

Our website may contain links to websites operated by third parties.

Elm Ridge is not responsible for the privacy practices, security or content of third-party websites. We recommend reviewing the privacy policy of any external website you visit.

15. Children

Our website and products are not directed at children, and we do not knowingly collect personal information directly from children.

16. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes to our business, website, service providers or legal requirements.

The latest version will always be made available on our website, together with the date it was last updated.

17. Contact Us

If you have any questions about this Privacy Policy, wish to exercise your data protection rights or have concerns about how your information has been handled, please contact:

Elm Ridge

Contact details are available through the Elm Ridge website.