Description of processing: The following is a broad description of the way we process personal data.

We promise that we will:

  • Value the personal information entrusted to us and make sure we respect that trust.

  • Consider and address the privacy risks first when we are planning to use or hold personal information in new ways, such as when introducing new systems.

  • Be open with individuals about how we use their information and who we give it to and make it easy for individuals to access and correct their personal information.Keep personal information to the minimum necessary and delete it when we no longer need it.

  • Have effective safeguards in place to make sure personal information is kept securely and does not fall into the wrong hands.

  • Provide training to staff who handle personal information and treat it as a disciplinary matter if they misuse or don’t look after personal information properly.

  • Put appropriate financial and human resources into looking after personal information to make sure we can live up to our promises and regularly check that we are living up to our promises and report on how we are doing.

  • This Privacy Notice explains in detail the types of personal data we may collect about you when you interact with us. It also explains how we’ll store and handle that data, and keep it safe.

  • We know that there’s a lot of information here, but we want you to be fully informed about your rights, and how we use your data; for example we will explain things such as our credit checking procedure, and how we store data.

  • It’s likely that we may need to update this Privacy Notice from time to time. We hope the following will answer any questions you have but if not, please do get in touch with us.

The law on data protection sets out a number of different reasons for which a company may collect and process your personal data, including:


When collecting your personal data, we’ll always make clear to you which data is necessary in connection with a particular service.

Contractual obligations

In certain circumstances, we need your personal data to comply with our contractual obligations. For example, if you order an item from us for home delivery, we’ll collect your address details to deliver your purchase, and pass them to our courier where necessary.

Legal compliance

If the law requires us to, we may need to collect and process your data. For example, we can pass on details of people involved in fraud or other criminal activity affecting the Partnership to law enforcement.

Legitimate interest

In specific situations, we require your data to pursue our legitimate interests in a way which might reasonably be expected as part of running our business and which does not materially impact your rights, freedom or interests. For example, we will use your purchase history to send you or make available personalised offers.

We also combine the history of many customers to identify trends and ensure we can keep up with demand, or develop new services.

We will also use your address details to send you direct marketing information by post, telling you about products and services that we think might interest you.

When do we collect your personal data

• When you make an online purchase and checkout we collect transaction-based data.

• When you engage with us on social media.

• When you contact us by any means with queries, complaints etc.

• When you ask us to email you information about our product.

• When you comment on or review our product.

What sort of personal data do we collect?

• Details of your online transactions

• Details of your ordering preferences.

How we protect your personal data

We know how much data security matters to all our customers. With this in mind we will treat your data with the utmost care and take all appropriate steps to protect it.

We secure access to all transactional areas of our websites using ‘https’ technology.

Access to your personal data is password-protected, and sensitive data (such as payment card information) is secured by SSL encryption.

Your credit or debit card information provided during the ordering process is protected by 128-bit industry-standard Secure Sockets Layer (SSL) technology to provide encryption of personal information. This server encrypts information while it is being transmitted across the Internet so that unauthorised people cannot read it.

Cookies are used on our sites where they are strictly necessary for the site functionality. They are used to aid navigation, and to keep track of your orders If you log in to an account, your logged-in status is recorded in a temporary cookie. If you select the ‘Remember Me’ Option in the checkout, a cookie will be used to remember your details. You can turn off cookies by blocking them in your browser Privacy settings. If you turn off cookies, you will be unable to place orders or benefit from the other features that use them.

We regularly monitor our system for possible vulnerabilities and attacks, and we carry out testing to identify ways to further strengthen security.

How long do we keep your personal data

When you place an order we’ll keep the personal data you give us for five years so we can comply with our legal and contractual obligations.

You have the right to request:

A copy of any information about you that we hold at any time. To ask for your information, please contact Vale Brothers Ltd, Midland Road, Unit 2, Walsall, WS1 3QQ or email To ask for your information to be amended, please contact our a member of our Customer Services team.

Contacting the Regulator

If you feel that your data has not been handled correctly, or you are unhappy with our response to any requests you have made to us regarding the use of your personal data, you have the right to lodge a complaint with the Information Commissioner’s Office.

You can contact them by calling 0303 123 1113.

Or go online to

If you are based outside the UK, you have the right to lodge your complaint with the relevant data protection regulator in your country of residence.