PetPlate, Inc.

Privacy Policy

Effective Date: June 1st, 2020

This Privacy Policy ("Policy") describes how PetPlate, Inc. and its affiliates ("Pet Plate" or "we" or "our") treat information collected or provided in connection with an end user’s ("you" or "your" or "user") use of the Pet Plate website (the "Site") and all services provided by Pet Plate in connection with the Site (such services together with the Site, the "Services") including without limitation our subscription dog food service. Please note that your use of the Services constitutes your acceptance of this Policy as set forth below:


For the purposes of this Privacy Policy, “Personal Information” is your first and last name, your e-mail address, your home or other physical address, including a street name and name of a city or town, your telephone number, your social security number, any payment or financial information, or any other identifier that permits us to contact a natural human person, like you, and/or any information that we maintain that could be used to identify you in combination with any of the identifying information described above, including information that identifies, relates, to, describes, is capable of being associated with, or could reasonably be linked, directly or indirectly, with a particular consumer or household.

This Privacy Policy applies only to Personal Information. It does not cover data we collect that cannot be used to identify an individual or to pseudonymous data. Nor does it include encoded or anonymized information or aggregated data which we collect or create about a group or category of services, features or users which does not contain personally identifying information. We reserve the right to collect and share aggregate, encoded, or anonymized information with potential partners or other third parties without restriction.

International Visitors

The Site and the Services are hosted in and provided from the United States and are intended for visitors located within the United States. If you use the Site and/or the Services from the European Union, Canada, or other regions with laws governing data collection and use that may differ from U.S. law, please note that you are transferring your personal data to the United States. The United States does not have the same data protection laws as the EU, Canada, and some other regions. Also, we may transfer your data from the United States to other countries or regions in connection with storage and processing of data, fulfilling your requests, and operating our business. By providing your Personal Information, you consent to the transfer of your personal data to the United States and the use of your Personal Information, in accordance with this Policy.


This Policy applies to all relevant information collected by or provided to us in connection with the Services as of the Effective Date. When we make any material changes to this Policy, we will update the Effective Date above and may also inform you by e-mail sent to the address associated with your Services account and/or through the Services the next time you log in. We will treat your continued use of the Services following such notice as your acceptance of the changes.

Collected Information

  1. Information You Submit

    We collect Personal Information you and other consumers, prospective consumers, Site users, and other individuals and entities with whom Pet Plate has contact (such as those served by internet-connected devices or household recipients of direct mail to “current resident”) provide to us when you use the Site and/or our Services or provide to our business partners, contacts, and vendors. We collect Personal Information in order improve our Services, to deliver services and perform obligations under contracts we have with you, to comply with our own legal obligations, and for other purposes as described below.

    For example, we collect and maintain Personal Information about you to create a personal profile containing purchasing preferences and other information that you voluntarily provide to us when you create an account with us. Examples of the types of information we may collect for this purpose include your first and last name, and a valid email address. Creating and completing a customer profile allows you to make orders more easily and also allows us to enhance your purchasing experiences Additionally, if you order a product via our Site, we will ask you for information such as name, address, telephone number, e-mail address, and credit card number to process your order. We may use your e-mail address to send a confirmation and, if necessary, may use the other information to contact you for help to process the order. As indicated below, we may also use your e-mail address or phone number to notify you about special offers and promotions. You can choose not to provide such Personal Information, in which case you will not be able to access or use portions of the Site or some of their features. To the extent you decline to share certain Personal Information with us, we may not be able to provide some or all of the features and functionalities found on the Services.

  2. Information Collected Automatically

    When you use the Services, we may automatically gather certain non-personally identifiable information from you. This may include usage information, such as information on when, how often and for how long you use the Services and the content you submit and view. This also may include server log data such as the IP address, operating system, or the webpage you were visiting before you came to our Site. As described below, we collect this information through a number of means, including server logs, cookies, online tracking mechanisms, and in connection with third parties. We may associate such non-personally identifiable information with the personally identifiable information that you provide in connection with the Services. This information will be treated as Personal Information if we combine or link it to any of the identifying information above. Otherwise, this information constitutes aggregate information.

  3. Analytics

    We may use certain third party services to assist us in analysis, auditing, research, and reporting regarding the Services. For instance, our web servers may collect “log data.” Log data provides aggregate information about the number of visits to different pages on the Sites. We use log data for troubleshooting purposes and to track which pages people visit in order to improve the Sites. We do not link log data collected to Personal Information. Third-party vendors may also collect aggregate log data independently from us.

    Some of the pages on the Site may also contain electronic images known as web beacons that allow use to count the number of users who have visited those pages. These web beacons collect only limited information such as a cookie number, time and date of a page view, and a description of the page on which the web beacon resides. These web beacons do not carry any personal Information and you cannot opt-out or refuse them. However, where they operate with cookies, you can render them ineffective by opting out of cookies or changing the cookie setting in your browser.

  4. Cookies

    We automatically receive and store certain types of information when you visit the Site through the use of cookies, web beacons, or similar programs to collect the information described above. Cookies are strings of text that a website may store on your computer. Cookies enable the Site to keep track of your preferences and activities when you use or visit the Site. The Site creates session cookies for each visit in order to facilitate your visit. The session cookie expires at the end of the session. We may also use “persistent” cookies, which remain on your device for much longer. Cookies do not corrupt or damage your computer or computer files. We may use cookies for authentication, to remember your settings, to keep track of your activity during a visit to the Site, to conduct usability tests, to improve Site performance, and to implement certain features of the Site. You can typically control the use of cookies at the individual browser level. If you reject cookies, you may still use our Site, but your ability to use some features or areas of our Site may be limited. If you do not wish to receive these cookies, you may set your browser to reject the cookies (consult the instructions for your particular browser on how to do this), although doing so may affect your ability to perform certain transactions on the Site.

  5. Transactions

    If you participate in a transaction through the Services, such as making a payment through the Services for a product or setting up a recurring payment for our subscription services, our third party payment processor will receive your payment information for purposes of processing such transaction and Pet Plate will receive such payment after any applicable fees have been deducted in accordance with Pet Plate’s agreement with such third party payment processor. Our current third-party payment processor has its own privacy policy and those terms will apply to you, so please be sure to review them here: Stripe Privacy Policy. The policies of the Payment Processor are also considered a part of this Privacy Policy and part of your agreement with us. If you use another website to purchase our Services, you do so at your own risk and you should carefully review the privacy policy and terms of any such websites.

    We will require your credit card information in order process purchases. This includes your name, credit card number, expiration date, billing address, and authentication codes or related information as needed to authorize the charge and complete the transaction. Credit card data is transferred in connection with our third-party payment processor over a Secured Sockets Layer (SSL) line if you are using a SSL enabled browser such as Microsoft Internet Explorer, Firefox, Safari, or Google Chrome. We also use SSL on other select pages where you enter Personal Information. This ensures that your Personal Information is encrypted as it travels over the Internet. This secure mode is enabled before any such information is transmitted from your computer. We do not receive or store complete credit card information.

  6. Marketing Emails and Advertisements

    We may use third party service providers or content to send or augment our marketing e-mails. While there are no cookies in the e-mail, when an e-mail recipient clicks on a link to the Site included in the e-mail, a persistent cookie may be placed on the user’s computer. This cookie is used to measure the effectiveness of our e-mail marketing efforts, better understand how our users navigate through the Site, and enhance user experience. To that end, we collect a variety of information about how users interact with our marketing efforts, including how many times the email is opened and/or clicked, the browser type used, operating system, user email program, etc. This cookie set by our service providers will remain on your hard drive for approximately thirty (30) days after the last time you clicked on the coded link in the e-mail, or until you delete it.

    In addition, third parties that may assist with our marketing e-mails may use pixel tags that help us send the e-mail in a format you can read, to allow us to know which e-mails you act upon and to better target the content of future e-mails. We also use these tags to track the aggregate number of e-mails read and whether any of the links in the e-mail were accessed.

    We may use third party service providers and/or content to serve, augment, refine, and/or host our advertisements. These third parties may use persistent cookies to track the number of times our Site is accessed and whether the Site was accessed from the advertisement. The cookies generated from the advertisements do not contain Personal Information and may remain on your hard drive three (3) or more years unless you delete them. If you do not want Personal Information about you used for this purpose, you may opt-out by following the procedure described below. Note, however, that where we use a third party to provide advertising, email marketing, or similar services, each such third party will have its own opt-out process, which it will manage and control. You will need to follow those procedures to opt-out of the services they provide.

    Additionally, we may share, exchange, or rent information that may include your name, address, email address, demographic data (such as age, gender, income level, and purchasing profiles), and purchasing behavior with carefully selected third-party organizations including our outside vendors, marketers of products and services potentially of interest to you, and cooperative database services. We use cooperative databases primarily to identify potential subscribers and customers.

    Mobile Messaging: Users may choose to sign up for mobile messaging from PetPlate that contain special offers and information about PetPlate. Users may opt-out of such mobile messaging at any time.

  7. Social Networking Information

    You may be able to create a Services account by logging in through a social networking site such as Facebook (such sites, “Social Sites”). Integration with Social Sites allows you to automatically populate your Services profile with information and content from your Social Site account profile and to invite your Social Site connections to join the Services. It also may allow us to better target our advertising within such Social Sites (to the extent enabled by the applicable Social Site). We will use, store, and disclose such information and content in accordance with this Policy. Please remember that the manner in which Social Sites themselves use, store, and disclose your information and content (including with respect to any choices you may have to limit or control disclosure to us) is governed by the terms and conditions and privacy policies of each individual Social Site and any applicable privacy settings you may be able to control, and not Pet Plate.

  8. Children Under 13

    Pet Plate does not knowingly collect information from children under 13 and the Services are intended for adults over the age of 18. If you are a parent or guardian and believe that your child under the age of 13 has used the Services and provided personally identifiable information to us through the Services, please contact us at [email protected] and we will work to delete that Services account and any such personally identifiable information.

Use of Information

In compliance with privacy laws, we only use your Personal Information if we have a proper reason for doing so, e.g.:

  • To comply with our legal and regulatory obligations;
  • For the performance of our contract with you or to take steps at your request before entering into a contract;
  • For our legitimate interests or those of a third party; or
  • Where you have given consent.

A legitimate interest is when we have a business or commercial reason to use your information, so long as this is not overridden by your own rights and interests.

The table below explains our uses of Personal Information and the corresponding reason(s):

Uses of Personal InformationReasons
To provide Services to youFor the performance of our contract with you or to take steps at your request before entering into a contract
To prevent and detect fraud or abuseFor our legitimate interests or those of a third party, i.e. to minimize fraud that could be damaging for us, a third party or for you
Conducting checks to identify our customers and verify their identity

Other processing necessary to comply with professional, legal, and regulatory obligations that apply to our business, e.g. under health and safety regulation or rules issued by our professional regulator
To comply with our legal and regulatory obligations
Gathering and providing information required by or relating to audits, inquiries, or investigations by regulatory entitiesTo comply with our legal and regulatory obligations
Ensuring business policies are followed, e.g. policies covering security and internet useFor our legitimate interests or those of a third party, i.e. to make sure we are following our own internal procedures so we can improve our Services
Operational reasons, such as improving efficiency, training, and quality controlFor our legitimate interests or those of a third party, i.e. to be as efficient as we can so we can improve our Services
Ensuring the confidentiality of commercially sensitive informationFor our legitimate interests or those of a third party, i.e. to protect trade secrets and other commercially valuable information

To comply with our legal and regulatory obligations
Statistical analysis to help us manage our business, e.g. in relation to our financial performance, customer base, product or service range, or other efficiency measuresFor our legitimate interests or those of a third party, i.e. to be as efficient as we can so we can improve our Services
Preventing unauthorized access and modifications to our systemsFor our legitimate interests or those of a third party, i.e. to prevent and detect criminal activity that could be damaging for us and for you

To comply with our legal and regulatory obligations
Updating and enhancing customer recordsFor the performance of our contract with you or to take steps at your request before entering into a contract To comply with our legal and regulatory obligations

For our legitimate interests or those of a third party, e.g. making sure that we can keep in touch with our customers about existing orders and new products
Ensuring safe working practices, staff administration, and assessments, and to enforce our policies and termsTo comply with our legal and regulatory obligations

For our legitimate interests or those of a third party, e.g. to make sure we are following our own internal procedures and working efficiently so we can deliver the best service to you
Marketing our Services and those of selected third parties to: existing and former customers; third parties who have previously expressed an interest in our Services; third parties with whom we have had no previous dealings.For our legitimate interests or those of a third party, i.e. to promote our business to existing and former customers
Credit reference checks via external credit reference agenciesFor our legitimate interests or those of a third party, i.e. to ensure our customers are likely to be able to pay for our Services
External audits and quality checks, e.g. security accreditation and the audit of our accountsFor our legitimate interests or a those of a third party, i.e. to maintain our accreditations so we can demonstrate we operate at the highest standards

To comply with our legal and regulatory obligations

We also may use such to perform functions as otherwise described to you at the time of collection.

Disclosure of Information

We want you to understand when and with whom we may share personal or other information we have collected about you or your activities on our Site or while using our Services. We routinely share Personal Information with:

  • Our affiliates and business partners;
  • Our service providers and those with whom we’ve contracted in connection with our Services, such as payment service providers, marketing agencies, and website hosts;
  • Third parties approved by you, including social media sites you choose to link to your account or third-party payment providers;
  • Credit reporting agencies;
  • Our insurers and brokers; and
  • Our financial and legal institutions.

We may disclose and exchange information with law enforcement agencies and regulatory bodies to comply with our legal and regulatory obligations, to establish or exercise our legal rights; to defend against legal claims; or as otherwise required by law. In such cases, we may raise or waive any legal objection or right available to us, in our sole discretion. We may disclose and exchange information connection with a substantial corporate transaction, such as the sale of our business, a divestiture, merger, consolidation, or asset sale, or in the unlikely event of bankruptcy.

Any third parties to whom we may disclose Personal Information may have their own privacy policies which describe how they use and disclose Personal Information. Those policies will govern use, handling, and disclosure of your Personal Information once we have shared it with those third parties as described in this Privacy Policy. If you want to learn more about their privacy practices, we encourage you to visit the websites of those third parties. These entities or their servers may be located either inside or outside the United States.

We may share aggregated and non-personal information we collect under any of the above circumstances. We may also share it with third parties to develop and deliver targeted advertising on the Site and on websites of third parties. We may combine non-personal information we collect with additional non-personal information collected from other sources. We also may share aggregated information with third parties, including advisors, advertisers, and investors, for the purpose of conducting general business analysis. For example, we may tell our advertisers the number of visitors to our website and the most popular features or services accessed. This information does not contain any personal information and may be used to develop website content and services that we hope you and other users will find of interest and to target content and advertising. We may also report aggregated, de-identified data relating to activity on the Services to third parties or the general public. We may combine such data with data obtained from third-party sources in order to generate such reports.

In the event of a merger, sale of capital stock or assets, reorganization, consolidation or similar transaction involving Pet Plate, the information we possess (including personally identifiable information) shall be transferred as a corporate asset to the acquiring entity, provided that such entity will continue to handle such information in accordance with this Policy.

Viewing and Amending Information

You can choose not to provide us with certain information, but that may result in you being unable to use certain features of our Site and the Services because such information may be required in order for you to register as a member; purchase products or services; participate in a contest, promotion, survey, or sweepstakes; ask a question; or initiate other transactions on our Site.

Please contact us at [email protected] if you no longer wish to receive communications regarding the Services. Opt-out requests may not be able to be immediately processed, and we may also continue to send you other types of transactional and relationship email communications, such as service announcements, administrative notices, and surveys, without offering you the opportunity to opt out of receiving them. You may request that we not to share your personal information with third parties for direct marketing purposes by contacting at [email protected]. Please also note that changing information in your account or otherwise opting out of receipt of promotional email communications will only affect future activities or communications from us.

Account owners can log into their Services account and view, amend, or delete their user account information at any time. Please note that while changes or deletions to your account or Personal Information are reflected promptly in active user databases, our servers may retain previously provided information, and we may be required to keep certain information and not delete it (or to keep information for a certain amount of time, in which case we will comply with your deletion request only after we have fulfilled such requirements).

Also, changes to, or deletion of, your Services account user information does not affect any other information collected by Pet Plate, which Pet Plate may retain and continue to use or disclose in accordance with this Policy. If we have already provided your information to a third party before you have changed your preferences or updated your information, you may have to change your preferences directly with that third party.

We reserve the right to verify the identity of any person making a request to opt-out or to delete or modify Personal Information; provided, however, that we will have no liability of any kind resulting from false or erroneous requests or any change or deletion made by us for any reason.

We store Personal Information for only as long as reasonably necessary to fulfill the purposes described above, as we determine is necessary for business records, and as required under applicable law.

Social Media; Online Behavioral Advertising

The Site may include social media features, such as the Facebook Like button, and widgets, such as the ShareThis button or interactive mini-programs that run on the Site. These features may collect your IP address, which page you are visiting on the Site, and may set a cookie to enable the feature to function properly. Social media features and widgets are either hosted by a third party or hosted directly on the Site. Your interactions with these features, including any Personal Information you provide via these features, are governed by the privacy policy of the company providing it.

We may engage third party online advertising technology service providers to help us deliver advertisements to you on websites you visit, including social media sites, after using the Services. This is a common practice known as “re-targeting.” For information about these practices, visit the Network Advertising Initiative website at Network Advertising – Understanding Online Advertising or the Digital Advertising Alliance website at AboutAds. You may remove yourself from targeted advertising of companies within the Network Advertising Initiative by opting out at Network Advertising – Choices, or of companies participating in the Digital Advertising Alliance program by opting out at AboutAds – Choices. Like many websites, the Services do not currently respond to “do not track” browser headers, but you can limit tracking through these third-party programs by taking the steps discussed above.


We take reasonable measures to protect your Personal Information in an effort to prevent loss, misuse, and unauthorized access, disclosure, alteration, and destruction. Please be aware, however, that despite our efforts, no security measures are perfect or impenetrable and no method of data transmission can be guaranteed against any interception or other type of misuse.

To mitigate this risk, you should use secure usernames and passwords and carefully protect them from disclosure and implement updated internet security and virus protection on your computer. If you suspect that your computer’s security or your information has been compromised or your password accessed or used by an unauthorized third party, immediately change your password.

If we become aware of a security systems breach, we may attempt to notify you electronically so that you can take appropriate protective steps. We may post a notice through the Site if a security breach occurs. We may also send an email to you at the email address you have provided to use in these circumstances. Depending on where you live, you may have a legal right to receive notice of a security breach in writing.

Users should also be aware of how they handle and disclose their Personal Information and should avoid sending personal information through insecure email. Please refer to the Federal Trade Commission’s website at Consumer Privacy for information about how to protect yourself against identity theft.

We also may update this Privacy Policy from time to time. When we do so, we will post the new Privacy Policy on the Site and your continued use of the Services is deemed to be acceptance of such updates or changes. We encourage you to check the date of our Privacy Policy when you access and use the Site for any updates or changes.

California Residents – Your California Privacy Rights

The following provisions apply only to residents of the state of California:

  1. Do Not Track

    Section 22575 of the California Business & Professions Code requires website and online service operators to disclose whether they honor web browser “Do Not Track” settings. At this time, no standard has been adopted by the World Wide Web Consortium (W3C) regarding such practices, and given current industry considerations, Pet Plate does not generally respond to “do not track” signals and may collect Personal Information about your online activities over time and across different web sites when you visit the Site, for example by using cookies on our Site. We will update our practices and Policy as these standards evolve. For more information about Do Not Track, please visit All About Do Not Track.

  2. CCPA

    You have the right under the California Consumer Privacy Act of 2018 (CCPA) and certain other privacy and data protection laws, as applicable, to exercise free of charge:

    Disclosure of Personal Information We Collect About YouYou have the right to know:
    • The categories of Personal Information we have collected about you;
    • The categories of sources from which the Personal Information is collected;
    • Our business or commercial purpose for collecting or selling Personal Information;
    • The categories of third parties with whom we share Personal Information, if any; and
    • The specific pieces of Personal Information we have collected about you.

    Please note that we are not required to:

    • Retain any Personal Information about you that was collected for a single one-time transaction if, in the ordinary course of business, that information about you is not retained;
    • Reidentify or otherwise link any data that, in the ordinary course of business, is not maintained in a manner that would be considered Personal Information; or
    • Provide the Personal Information to you more than twice in a 12-month period.
    Personal Information Sold or Used for a Business PurposeIn connection with any Personal Information we may sell or disclose to a third party for a business purpose, you have the right to know:
    • The categories of Personal Information about you that we sold and the categories of third parties to whom the Personal Information was sold; and
    • The categories of Personal Information that we disclosed about you for a business purpose.
    • You have the right under the California Consumer Privacy Act of 2018 (CCPA) and certain other privacy and data protection laws, as applicable, to opt-out of the sale of your Personal Information.
    Right to DeletionSubject to certain exceptions set out below, on receipt of a verifiable request from you, we will:
    • Delete your Personal Information from our records; and
    • Direct any service providers to delete your Personal Information from their records.

    Please note that we may not delete your Personal Information if it is necessary to:

    • Complete the transaction for which the Personal Information was collected, fulfill the terms of a written warranty or product recall conducted in accordance with federal law, provide a good or service requested by you, or reasonably anticipated within the context of our ongoing business relationship with you, or otherwise perform a contract between you and us;
    • Detect security incidents, protect against malicious, deceptive, fraudulent, or illegal activity; or prosecute those responsible for that activity;
    • Debug to identify and repair errors that impair existing intended functionality;
    • Exercise free speech, ensure the right of another consumer to exercise his or her right of free speech, or exercise another right provided for by law;
    • Comply with the California Electronic Communications Privacy Act;
    • Engage in public or peer-reviewed scientific, historical, or statistical research in the public interest that adheres to all other applicable ethics and privacy laws, when our deletion of the information is likely to render impossible or seriously impair the achievement of such research, provided we have obtained your informed consent;
    • Enable solely internal uses that are reasonably aligned with your expectations based on your relationship with us;
    • Comply with an existing legal obligation; or
    • Otherwise use your Personal Information, internally, in a lawful manner that is compatible with the context in which you provided the information.
    Protection Against DiscriminationYou have the right to not be discriminated against by us because you exercised any of your rights under the CCPA. This means we cannot, among other things:
    • Deny goods or services to you;
    • Charge different prices or rates for goods or services, including through the use of discounts or other benefits or imposing penalties;
    • Provide a different level or quality of goods or services to you; or
    • Suggest that you will receive a different price or rate for goods or services or a different level or quality of goods or services.
    • Please note that we may charge a different price or rate or provide a different level or quality of goods and/or services to you, if that difference is reasonably related to the value provided to our business by your Personal Information.

Questions/Contact Information

If you would like to exercise any of your rights as described in this Privacy Policy, please:

  • Call or text us, toll-free, at 855-981-6109; or
  • Email/write to us at [email protected] or Pet Plate, 450 West 33rd Street, 12th Floor, New York, NY 10001.

Please note that you may only make a CCPA-related data access or data portability disclosure request twice within a 12-month period.

If you choose to contact us directly, you will need to provide us with:

  • Enough information to identify you [(e.g., your full name, address and customer or matter reference number)];
  • Proof of your identity and address (e.g., a copy of your driving license or passport and a recent utility or credit card bill); and
  • A description of what right you want to exercise and the information to which your request relates.

We are not obligated to make a data access or data portability disclosure if we cannot verify that the person making the request is the person about whom we collected information, or is someone authorized to act on such person’s behalf.

Any Personal Information we collect from you to verify your identity in connection with you request will be used solely for the purposes of verification.

If you have any questions about our Privacy Policy, please contact us at [email protected]

Effective Date: June 1st, 2020