Effective March 2021
We are committed to protecting and respecting your privacy.
This notice sets out the basis on which any personal data we collect from you, or that you provide to us, will be processed by us. Please read the following carefully to understand how we will use your personal data and your rights in relation to your personal data.
This privacy notice is provided in a layered format so you can click through to the specific areas set out below.
1 IMPORTANT INFORMATION AND WHO WE ARE
2 THE DATA WE COLLECT ABOUT YOU
3 HOW IS YOUR PERSONAL DATA COLLECTED
4 HOW WE USE YOUR PERSONAL DATA
5 DISCLOSURES OF YOUR PERSONAL DATA
Map of Ag comprises a number of different legal entities, including:
Map of Agriculture Ltd, Map of Ag Analytics Limited, National Farm Research Unit Limited, Precision Decisions Limited, Barbican Animal Health Limited and Evidence Group Limited, all with their registered offices at Suite 1A, Cumbria House, Gilwilly Road, Penrith, Cumbria, UK, CA11 9FF Tel: +44 (0)1768 868472.
Rezare Systems UK Ltd, 37 Great Pulteney Street, Bath, Avon, United Kingdom, BA2 4DA
Map of Ag NZ Ltd, Top Floor, CRV Building, 2 Melody Lane, Hamilton 3216, NZ
Rezare Systems Pty Ltd, Melbourne, Australia
This privacy notice is issued on behalf of the Map of Ag group companies listed above so when we mention “Map of Ag”, “we”, “us” or “our” in this privacy notice, we are referring to the relevant company in the Map of Ag group responsible for processing your data.
Controller
Map of Ag is the controller and responsible for your personal data.
We have appointed a data privacy manager who is responsible for overseeing privacy matters. If you have any questions about this privacy notice, including any requests to exercise your legal rights, please contact the data privacy manager by emailing privacy@mapof.ag.
Changes to our privacy notice
Any changes we make to our privacy notice in the future will be posted on this page. Please check back frequently to see any updates or changes to our privacy notice.
Personal data, or personal information, means any information about an individual from which that person can be identified. It does not include data where the identity has been removed (anonymous data).
We may collect, use, store and transfer different kinds of personal data about you which we have grouped together follows:
We may also collect, use and share Aggregated Data such as statistical or demographic data for any purpose. Aggregated Data may be derived from your personal data but is not considered personal data in law as this data does not directly or indirectly reveal your identity. For example, we may aggregate farm statistics to calculate the number and type of farm in an area. However, if we combine or connect Aggregated Data with your personal data so that it can directly or indirectly identify you, we treat the combined data as personal data which will be used in accordance with this privacy notice.
We do not collect any Special Categories of Personal Data about you (this includes details about your race or ethnicity, religious or philosophical beliefs, sex life, sexual orientation, political opinions, trade union membership, information about your health and genetic and biometric data). Nor do we collect any information about criminal convictions and offences.
We use different methods to collect data from and about you including through:
We will only use your personal data when the law allows us to. Most commonly, we will use your personal data in the following circumstances:
Purposes for which we will use your personal data
We have set out below a description of all the ways we plan to use 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.
Profiling
We analyse farm data provided by you to better understand your profile and hence enable our customers to position themselves in a more relevant and useful way to you. The profiling information will be used by our customers to target their marketing activity, to position products with the right farmers and the right message at the right time.
The profiling is achieved algorithmically by objectively indexing next major investment, innovation, openness to advice, end-market focus and attention to numbers in decision-making.
We are not making any decisions based on the profiling and, given that the purpose of the profiling is to allow our customers to better target their marketing activity, it is unlikely to impact individual interests or fundamental rights and freedoms. In fact it may result in a reduction in the amount of unsolicited communications received by you.
Marketing
You will receive our farmer e-newsletter if you have requested information from us and consented to receive our e-newsletter or if you provided us with your details by phone and you have not unsubscribed from our farmer e-newsletters.
Third-party marketing
We will get your express opt-in consent before we share your personal data with any company outside the Map of Ag group of companies for marketing purposes.
Opting out
You can ask us or third parties to stop sending you marketing messages or calling you at any time by following the opt-out links on any marketing message sent to you or by contacting us at any time.
Cookies
Our website uses cookies to distinguish you from other users of our website. This helps us to provide you with a good experience when you browse our website and also allows us to understand how you are using our website so that we may improve our site. For detailed information on the cookies we use, the purposes for which we use them and how to disable them, see our Cookie Policy.
We may share your personal data with the parties set out below for the purposes set out in the table in paragraph 4 above.
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.
If you receive our farmer e-newsletter we will share your personal data with Twilio Inc (Sendgrid) based in the US. This will involve transferring your data outside the jurisdiction in which you are based, including outside of the UK and European Economic Area (EEA).
We transfer data to Twilio Inc (Sendgrid). under binding corporate rules which require it to provide similar protection to personal data shared in the UK and EEA. For further details, see Twilio’s BCR.
If you are based in the UK, ROI, France, Argentina, New Zealand or Australia, your data may be stored on our servers in the UK.
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.
How long will you use my personal data for?
We aim to contact you every 12 to 18 months to update your data. If we are unable to contact you for a period of 36 months, we will no longer share your data with third parties and will continue to try and contact you. If we have not been able to contact you for seven years, we delete your personal data. In these circumstances we keep a limited amount of information to make sure that we act in accordance with your wishes (e.g. if you have told us in the past that you do not wish to be contacted for certain purposes), otherwise, we 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.
You have the right:
You can exercise your rights at any time by contacting us at privacy@mapof.ag.
What we may need from you
We may need to request specific information from you to help us confirm your identity and ensure your right to access your personal data (or to exercise any of your other rights). This is a security measure to ensure that personal data is not disclosed to any person who has no right to receive it. We may also contact you to ask you for further information in relation to your request to speed up our response.
Time limit to respond
We try to respond to all legitimate requests within one month. Occasionally it may take us longer than a month if your request is particularly complex or you have made a number of requests. In this case, we will notify you and keep you updated.