Last Updated: 14th October 2026

This privacy notice sets out how Dalesman Direct Limited uses and protects your personal data when you use our website www.dalesmandirect.com. This privacy notice is provided in a layered format so you can navigate to the specific areas set out below.

1. Important Information and Who We Are

Privacy notice

This privacy notice gives you information about how Dalesman Direct Limited collects and uses your personal data through your use of this website, including any data you may provide when you create a trade account, place an order, sign up to our newsletter, or contact us with an enquiry. Our website and online ordering facility is intended for business customers only. You will be required to confirm that you are ordering on behalf of a business before completing any purchase. However, we recognise that individuals who are not acting on behalf of a business may visit our website and make general enquiries, and this notice applies equally to those individuals.

This website is not intended for children under the age of 13 and we do not knowingly collect data relating to children under 13. If we become aware that we have collected personal data from a child under 13 without appropriate parental consent, we will take steps to delete that information as soon as reasonably practicable.

Controller

Dalesman Direct Limited is the controller and responsible for your personal data (referred to as “Dalesman Direct”, “we”, “us” or “our” in this privacy notice).

Dalesman Direct Limited is a company registered in England and Wales with company number 10873031 and registered office at Dalesman House, Chase Way, Bradford, West Yorkshire, BD5 8HW. Our ICO registration number is ZA424462.

If you have any questions about this privacy notice, including any requests to exercise your legal rights (see section 9 below), please contact us using the information set out in the Contact Details section (section 10).

2. The Types of Personal Data We Collect About You

Personal data means any information about an individual from which that person can be identified.

We may collect, use, store and transfer different kinds of personal data about you which we have grouped together as follows:

• Identity Data includes first name, last name, username or similar identifier, and title.
• Business Data includes your company or trading name, business type, company registration number (where applicable), VAT registration number, your role or job title within the business, and trade account details.
• Contact Data includes business address, billing address, delivery address, email address and telephone numbers.
• Financial Data includes payment card details. We do not store full payment card numbers; these are processed securely by our third-party payment processors, such as NatWest Tyl and Worldpay.
• Transaction Data includes details about payments to and from you and other details of products and services you have purchased from us.
• Technical Data includes internet protocol (IP) address, your login data, browser type and version, time zone setting and location, browser plug-in types and versions, operating system and platform, device ID and other technology on the devices you use to access this website.
• Profile Data includes your username and password, purchases or orders made by you or on behalf of your business, your interests, preferences, feedback and survey responses.
• Usage Data includes information about how you interact with and use our website, products and services, including pages visited, time spent on pages, and navigation paths.
• Marketing and Communications Data includes your preferences in receiving marketing from us and your communication preferences.
• Health data including information on allergens.

We also collect, use and share aggregated data such as statistical or demographic data which is not personal data as it does not directly (or indirectly) reveal your identity. For example, we may aggregate individuals’ Usage Data to calculate the percentage of users accessing a specific website feature in order to analyse general trends in how users are interacting with our website to help improve the website and our service offering to trade customers.

3. How Is Your Personal Data Collected?

We use different methods to collect data from and about you including through:

• Your interactions with us. You may give us your personal data by filling in online forms or by corresponding with us by post, phone, email, through social media or otherwise. This includes personal data you provide when you:
  • place an order for our products through our website or over the phone (you will be required to confirm that you are ordering on behalf of a business);
  • create a trade account on our website. When you create a trade account, you will be asked to provide your business name, business address, billing address, contact number and personal name. You may request closure of your account by contacting us at [email protected]. We do not carry out any account-related profiling or personalisation.
  • providing your details to us at a trade show; 
  • subscribe to our newsletter or other publications;
  • request marketing to be sent to you;
  • respond to a survey or provide feedback;
  • give us feedback or contact us with an enquiry or complaint.
  • submit an enquiry through our online contact form.
• Automated technologies or interactions. As you interact with our website, we will automatically collect Technical Data about your equipment, browsing actions and patterns. We collect this personal data by using cookies, server logs and other similar technologies. Please see our separate Cookie Notice for further details.
• Offline verification and account completion. When you apply for a trade account through our website, we may collect additional Business Data and Contact Data offline as part of our internal account verification process, for example by searching publicly available sources to confirm your business status and details.
• Third parties or publicly available sources. We will receive personal data about you from various third parties as set out below:
  • Technical Data from analytics providers such as Google (based outside the UK);
  • Contact, Financial and Transaction Data from providers of payment and delivery services, such as NatWest Tyl, Worldpay and InXpress;
  • Technical Data from advertising networks such as Meta and Google Ads; and
  • Identity and Contact Data from publicly available sources such as Companies House, Facebook, Instagram, TikTok and LinkedIn.

4. How We Use Your Personal Data

Legal basis

The law requires us to have a legal basis for collecting and using your personal data. We rely on one or more of the following legal bases:

• Performance of a contract with you: Where we need to perform the contract we are about to enter into or have entered into with you or the business you represent (for example, when you place an order for our products on behalf of your business).
• Legitimate interests: We may use your personal data where it is necessary to conduct our business and pursue our legitimate interests, for example to prevent fraud and enable us to give you the best and most secure customer experience. We make sure we consider and balance any potential impact on you and your rights (both positive and negative) before we process your personal data for our legitimate interests. We do not use your personal data for activities where our interests are overridden by the impact on you (unless we have your consent or are otherwise required or permitted to by law).
• Legal obligation: We may use your personal data where it is necessary for compliance with a legal obligation that we are subject to (for example, to comply with tax legislation, anti-money laundering regulations or other regulatory requirements).
• Consent: We rely on consent only where we have obtained your active agreement to use your personal data for a specified purpose, for example where you subscribe to our email newsletter or accept non-essential cookies on our website.

Purposes for which we will use your personal data

We have set out below, in a table format, a description of all the ways we plan to use the various categories of your personal data, and which of the legal bases we rely on to do so. We have also identified what our legitimate interests are where appropriate.

Direct marketing

You will receive marketing communications from us if you have consented to receive them, for example by subscribing to our email newsletter. We will not send you direct marketing without your consent.

Where you have consented to receive marketing communications, we may also analyse your Identity, Contact, Technical, Usage and Profile Data to form a view on which products and services may be relevant to your business so that we can then send you relevant marketing communications (for example, new product launches or seasonal lines).

Third-party marketing

We will get your express consent before we share your personal data with any third party for their own direct marketing purposes.

Opting out of marketing and objecting to other communications

You can ask us to stop sending you marketing communications at any time by following the unsubscribe link in any marketing email we send to you, by emailing [email protected], or by contacting us using the details in section 10 below.

If you opt out of receiving marketing communications, you will still receive service-related communications that are essential for administrative or account management purposes (for example, order confirmations, dispatch notifications, account statements and updates to our terms and conditions).

Cookies

For more information about the cookies we use and how to change your cookie preferences, please see our separate Cookie Notice [INSERT LINK].

5. Disclosures of Your Personal Data

We may share your personal data where necessary with the parties set out below for the purposes set out in the table in section 4 above:

• Internal Third Parties

Dalesman Direct Limited is part of The Dalesman Group of companies. We may share your personal data with other companies within The Dalesman Group where necessary for internal administrative purposes.

The companies within The Dalesman Group with whom personal data may be shared include Gordon Rhodes & Son, Dalesman (Midlands) Limited, Dalesman (Fine Food Ingredient) Limited, Dalesman (Newcastle) Limited, Dalesman (Yorkshire) Limited and Gordon Rhodes Limited. Data will only be shared between group companies where a customer has or wishes to have an office account separate to their website account.

• Service providers who provide IT and system administration services, website hosting, payment processing, order fulfilment and delivery services.
• Our payment processors, including NatWest Tyl and Worldpay, carry out fraud screening and transaction monitoring as part of payment processing. This may involve checking your name, payment card details, billing address, email address, telephone number, transaction details, IP address, device and browser information, and authentication data.
• Professional advisers including lawyers, bankers, auditors and insurers who provide consultancy, banking, legal, insurance and accounting services.
• HM Revenue & Customs, regulators and other authorities based in the United Kingdom who require reporting of processing activities in certain circumstances.
• Business transfers: third parties to whom we may choose to sell, transfer or merge parts of our business or our assets. Alternatively, we may seek to acquire other businesses or merge with them. If a change happens to our business, then the new owners may use your personal data in the same way as set out in this privacy notice.

We require all third parties to respect the security of your personal data and to treat it in accordance with the law. We do not allow our third-party service providers to use your personal data for their own purposes and only permit them to process your personal data for specified purposes and in accordance with our instructions.

6. International Transfers

Some of our third-party service providers, including analytics and advertising providers, may process personal data outside the United Kingdom. Where personal data is transferred internationally, we will ensure that appropriate safeguards are implemented to protect it, including reliance on adequacy regulations or approved transfer mechanisms recognised under UK data protection law.

7. Data Security

We have put in place appropriate security measures to prevent your personal data from being accidentally lost, used or accessed in an unauthorised way, altered or disclosed. In addition, we limit access to your personal data to those employees, agents, contractors and other third parties who have a business need to know. They will only process your personal data on our instructions and they are subject to a duty of confidentiality.

We have put in place procedures to deal with any suspected personal data breach and will notify you and any applicable regulator of a breach where we are legally required to do so.

8. Data Retention

How long will you use my personal data for?

We will only retain your personal data for as long as reasonably necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, regulatory, tax, accounting or reporting requirements. We may retain your personal data for a longer period in the event of a complaint or if we reasonably believe there is a prospect of litigation in respect to our relationship with you.

To determine the appropriate retention period for personal data, we consider the amount, nature and sensitivity of the personal data, the potential risk of harm from unauthorised use or disclosure of your personal data, the purposes for which we process your personal data and whether we can achieve those purposes through other means, and the applicable legal, regulatory, tax, accounting or other requirements.

By law we have to keep basic information about our customers (including Contact, Identity, Business, Financial and Transaction Data) for seven years after they cease being customers for tax and accounting purposes.

In some circumstances you can ask us to delete your data: see section 9 below for further information.

In some circumstances we will anonymise your personal data (so that it can no longer be associated with you) for research or statistical purposes, in which case we may use this information indefinitely without further notice to you.

9. Your Legal Rights

You have a number of rights under data protection laws in relation to your personal data. You have the right to:

• Request access to your personal data (commonly known as a “subject access request”). This enables you to receive a copy of the personal data we hold about you and to check that we are lawfully processing it.
• Request correction of the personal data that we hold about you. This enables you to have any incomplete or inaccurate data we hold about you corrected, though we may need to verify the accuracy of the new data you provide to us.
• Request erasure of your personal data in certain circumstances. This enables you to ask us to delete or remove personal data where there is no good reason for us continuing to process it. You also have the right to ask us to delete or remove your personal data where you have successfully exercised your right to object to processing (see below), where we may have processed your information unlawfully or where we are required to erase your personal data to comply with local law. Note, however, that we may not always be able to comply with your request for erasure for specific legal reasons which will be notified to you, if applicable, at the time of your request.
• Object to processing of your personal data where we are relying on a legitimate interest (or those of a third party) as the legal basis for that particular use of your data. In some cases, we may demonstrate that we have compelling legitimate grounds to process your information which override your right to object. You also have the absolute right to object at any time to the processing of your personal data for direct marketing purposes.
• Request the transfer of your personal data to you or to a third party. We will provide your personal data in a structured, commonly used and machine-readable format and, where technically feasible, can transfer it directly to another organisation at your request. This right only applies to personal data you have provided to us where the processing is automated and is based on your consent or is necessary for the performance of a contract.
• Withdraw consent at any time where we are relying on consent to process your personal data. However, this will not affect the lawfulness of any processing carried out before you withdraw your consent. If you withdraw your consent, we may not be able to provide certain products or services to you. We will advise you if this is the case at the time you withdraw your consent.
• Request restriction of processing of your personal data. This enables you to ask us to suspend the processing of your personal data in certain scenarios, for example if you want us to establish the data’s accuracy, or where our use of the data is unlawful but you do not want us to erase it.

If you wish to exercise any of the rights set out above, please contact us using the details in section 10 below.

10. Contact Details

If you have any questions about this privacy notice or about the use of your personal data or you wish to exercise your privacy rights, please contact us in the following ways:

• Email address: [email protected]
• Postal address: Dalesman House, Chase Way, Bradford, West Yorkshire, BD5 8HW
• Telephone number: 01274 758 000

Our nominated data protection contact is the Group Head of Commercial Operations. If you have any questions about how we handle your personal data, please direct them to the contact details above.

11. Complaints

If you have concerns about how we collect, use, store or otherwise process your personal data, you have the right to make a complaint directly to us. Please contact us using the details above so that we can investigate and address your concerns.

We will acknowledge receipt of your complaint within 30 days of receiving it and will investigate and respond without undue delay. We may contact you for further information where necessary to assist us in investigating your complaint.

If you remain dissatisfied with our response, you have the right to lodge a complaint with the Information Commissioner's Office ("ICO"), the UK's supervisory authority for data protection matters.

The ICO can be contacted at:

www.ico.org.uk

Information Commissioner’s Office, Wycliffe House, Water Lane, Wilmslow, Cheshire, SK9 5AF

Telephone: 0303 123 1113

12. Changes to the Privacy Notice and Your Duty to Inform Us of Changes

We keep our privacy notice under regular review. This version was last updated on 29/09/26.

It is important that the personal data we hold about you is accurate and current. Please keep us informed if your personal data changes during your relationship with us, for example a new address or email address.

13. Third-Party Links

This website may include links to third-party websites, plug-ins and applications. Clicking on those links or enabling those connections may allow third parties to collect or share data about you. We do not control these third-party websites and are not responsible for their privacy statements. When you leave our website, we encourage you to read the privacy notice of every website you visit.