Effective May 2018
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.
We, us and our refer to Map of Ag Analytics Limited of 15-16 Deben Mill Business Centre, Old Maltings Approach, Melton, Woodbridge, Suffolk IP12 1BL, UK, Tel: +44 1394 389 254.
National Farm Research Unit and NFRU are trading names of Map of Ag Analytics Limited.
We operate the following websites: www.nfru.co.uk; www.nfru.org; www.nfru.org/ireland, www.nfru.nz; and www.cdiagro.com.ar
Map of Ag Analytics Limited is the controller and is 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 firstname.lastname@example.org.
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 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:
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. Note that we may process your personal data for more than one lawful ground depending on the specific purpose for which we are using your data.
|Purpose/Activity||Lawful basis for processing including basis of legitimate interest|
|To build a database of information about farms and farming in the UK and ROI||Necessary for our legitimate interests (our business model includes the analysis and sale of information from our database)|
|To profile you based on your information so that marketing material may be better targeted to you||Necessary for our legitimate interests (our business model includes the analysis and sale of information from our database)|
|To carry out market research and fieldwork on behalf of our customers||Necessary for our legitimate interests (our business model includes market research and survey work on behalf of other organisations)|
|To supply our customers with details of individuals who may be interested in their products and services||
|To send you our regular farmer e-newsletter||Your consent|
|To enable you to take part in a prize draw or competition||
|To manage our relationship with you which will include:
|To administer and protect our business and website (including troubleshooting, data analysis, testing, system maintenance, support, reporting and hosting of data)||
|To use data analytics to improve our website, products/services, marketing, customer relationships and experiences||Necessary for our legitimate interests (to define types of customers for our products and services, to keep our website updated and relevant, to develop our business and to inform our marketing strategy)|
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.
You will receive our farmer e-newsletter if you have requested information from us or if you provided us with your details by phone and you have not unsubscribed form our farmer e-newsletters.
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.
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.
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 Sendgrid Inc. This will involve transferring your data outside the European Economic Area (EEA).
We transfer data to Sendgrid Inc. under the Privacy Shield which requires them to provide similar protection to personal data shared between the Europe and the US. For further details, see European Commission: EU-US Privacy Shield.
Other than for the purposes of sending our e-newsletters, we do not transfer your personal data outside the European Economic Area (EEA).
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.
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 keep your data for a further 48 months and during that period continue to try and contact you but only after we have screened you against the telephone preference service. 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 (eg 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 email@example.com
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.
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.