Privacy policy

Privacy Policy

Last updated: October 2026

Blue Chip Feed (“Blue Chip”, “we”, “us” or “our”) respects your privacy and is committed to protecting your personal information.

This Privacy Policy explains what personal information we collect, why we collect it, how we use and share it, how long we keep it and the rights you have in relation to your information.

This policy applies when you visit or make a purchase from our website, create an account or subscription, participate in our loyalty programme, contact us, sign up to receive marketing, leave a review, enter a competition or promotion, or otherwise interact with Blue Chip.

1. Who we are

Blue Chip Feed is responsible for the personal information described in this Privacy Policy and is the data controller for that information, except where another organisation acts as a separate data controller.

You can contact us about privacy or data protection at:

Email: info@bluechipfeed.com
Post: Blue Chip Feed, 504 Ecclesall Road, Sheffield, S11 8PY, United Kingdom

2. Information we collect

The information we collect depends on how you interact with us.

Information you provide to us

This may include:

  • your name;
  • billing and delivery address;
  • email address;
  • telephone number;
  • account login and account information;
  • order and purchase history;
  • subscription and loyalty information;
  • marketing preferences;
  • information you provide when contacting our customer service or nutrition team;
  • information submitted through competitions, promotions, surveys, questionnaires or forms;
  • reviews and feedback; and
  • other information you choose to provide to us.

Payment and transaction information

When you make or attempt to make a purchase, information relating to your transaction is processed by us and by our e-commerce, payment and fraud-prevention providers.

We do not generally receive or store your complete payment card details.

Information associated with a payment may include your name, billing and delivery addresses, email address, telephone number, payment method, transaction value, order information, IP address, device information and other information used to process payments and detect and prevent fraudulent or unauthorised transactions.

Information collected automatically

When you visit or use our website, we and organisations providing services to us may automatically collect information including:

  • your IP address;
  • browser and device type;
  • operating system;
  • device identifiers;
  • pages viewed;
  • links clicked;
  • referring website or source;
  • dates and times of visits;
  • interactions with our website and checkout;
  • shopping basket activity;
  • information relating to completed and attempted transactions; and
  • information collected through cookies and similar technologies.

We use this information to operate our website, understand how customers use it, improve our services, measure marketing performance, maintain security and help detect and prevent fraud.

3. How and why we use your information

UK data protection law requires us to have a lawful basis for processing personal information.

Depending on the circumstances, we rely on performance of a contract, compliance with a legal obligation, our legitimate interests or your consent.

Processing and fulfilling orders

We use your information to:

  • process payments;
  • fulfil and deliver orders;
  • send order confirmations and delivery updates;
  • manage returns and refunds;
  • provide customer service; and
  • resolve problems relating to your order.

Our lawful basis is normally that processing is necessary to perform our contract with you.

Managing subscriptions and loyalty services

Where you subscribe to receive Blue Chip products or participate in our loyalty services, we use your information to administer your subscription or membership, process recurring orders and payments, manage rewards and communicate with you about those services.

Our lawful basis is performance of our contract with you and, where appropriate, our legitimate interests in administering and improving our customer services.

Customer service and nutrition support

We use information you provide when contacting us to respond to questions, resolve problems and provide product and equine nutrition information and support.

Our lawful basis may be performance of our contract with you or our legitimate interests in providing good customer service and appropriate information about our products.

Fraud prevention and security

We and our payment, e-commerce and technology providers may use personal information to identify, investigate and prevent fraud, unauthorised transactions, abuse, chargebacks, security incidents and other financial loss.

This may include information relating to completed and attempted transactions, IP addresses, devices, browsing and checkout behaviour, payment information and other fraud and risk indicators.

Our payment and technology providers may use automated systems and risk models to assess whether a transaction may present a fraud or financial risk.

Our lawful basis for our own processing is our legitimate interest in protecting our customers, our business and payment systems against fraud and financial loss and, where applicable, compliance with legal obligations.

Marketing

If you have signed up to receive marketing from us, or where we are otherwise permitted by law to contact you, we may send information about Blue Chip products, offers, promotions, competitions, advice and news.

We may use information about previous purchases and interactions with us to make our communications more relevant.

Depending on the circumstances, we rely on your consent or our legitimate interests, subject to applicable electronic marketing laws.

You can unsubscribe from marketing emails at any time using the unsubscribe link contained in our emails or by contacting us.

Stopping marketing communications will not stop essential communications relating to your orders, subscriptions or account.

Understanding and improving our business

We may use information to understand how customers interact with Blue Chip, analyse the performance of our website and services, improve our products and customer experience and measure our business performance.

Where cookies or similar technologies require consent, we will obtain consent through our cookie controls.

Legal and regulatory requirements

We may process and retain information where necessary to comply with tax, accounting, consumer protection, fraud prevention and other legal or regulatory requirements.

Our lawful basis is compliance with our legal obligations.

Legal claims and disputes

We may use relevant information in connection with complaints, payment disputes, chargebacks, legal proceedings or the establishment, exercise or defence of legal rights.

Our lawful basis is our legitimate interests in protecting and enforcing our legal rights.

4. Shopify

Our online store is hosted on Shopify.

Shopify provides the e-commerce platform and related services that enable us to operate our website, manage customer accounts, process orders and provide other online shopping services.

When you visit our website, create an account, place or attempt to place an order or otherwise interact with our online store, personal information may be processed through Shopify.

This information may include contact details, account information, order and transaction information, delivery information, IP address, device and browser information and information about how you interact with our website and checkout.

For many of the services Shopify provides to us, Shopify processes customer information on our behalf. For certain Shopify services and functions, Shopify may also process personal information for its own purposes as a separate data controller.

Shopify Network Intelligence

We use Shopify services that may include Shopify Network Intelligence.

Where enabled and permitted by applicable law and your privacy choices, Shopify may use information from interactions with our store together with information from other participating Shopify services to help improve its services and provide features such as enhanced analytics, advertising measurement and personalisation.

Your choices concerning non-essential cookies and similar technologies are managed through the privacy and cookie controls available on our website.

Shopify may process information internationally. Where personal information is transferred outside the United Kingdom, appropriate safeguards are used as required by applicable data protection law.

5. Payments and fraud prevention

We use Shopify Payments and other payment services to securely process payments.

Shopify Payments

Our principal card payment service is Shopify Payments.

When you make or attempt to make a payment using Shopify Payments, information necessary to process and protect the transaction is provided to Shopify and the payment processors, banks and other financial service providers involved in providing Shopify Payments.

For UK transactions, Shopify Payments may use payment-processing partners including Stripe and other financial service providers. The providers involved may change from time to time.

Payment information may include your name, billing and delivery addresses, email address, telephone number, transaction and order information, payment method, IP address, device information and other information associated with your payment or attempted payment.

Shopify and the payment processors and financial institutions involved may process this information to:

  • process and authenticate payments;
  • manage refunds;
  • deal with disputes and chargebacks;
  • detect, investigate and prevent fraudulent or unauthorised transactions;
  • assess transaction and financial risk;
  • prevent abuse and other financial loss;
  • comply with anti-money laundering, sanctions and other regulatory requirements; and
  • meet payment-network and other legal obligations.

Some of this processing may involve automated fraud and risk assessment.

Payment processors and financial service providers may process certain information as separate data controllers where they have their own legal, regulatory, fraud-prevention or compliance obligations.

We do not generally receive or store your complete payment card details.

PayPal and Clearpay

We also offer payment options provided by third parties, including PayPal and Clearpay.

If you choose one of these payment methods, information necessary to process your transaction will be provided to the relevant payment provider.

This may include your name, contact information, billing and delivery addresses, transaction information and other information required to process, authenticate and protect the payment.

These providers may process personal information as independent data controllers in accordance with their own privacy policies and legal obligations.

We recommend reviewing the privacy information provided by the payment service you choose.

6. Subscriptions and loyalty

We use Recharge to help provide and administer our subscription and loyalty services.

Where you use these services, relevant information may be processed through Recharge, including your name and contact details, account information, order history, subscription information, loyalty information and information necessary to manage recurring transactions and customer benefits.

We use this information to administer your subscription or loyalty account, process recurring orders, provide rewards and benefits and communicate with you about these services.

7. Marketing communications – Klaviyo

We use Klaviyo to help us manage email and other customer marketing communications.

Where appropriate, information such as your name, email address, marketing preferences, purchase history and interactions with our communications may be processed through Klaviyo.

This helps us manage marketing subscriptions, send communications, personalise relevant communications and understand their effectiveness.

Klaviyo and some of its service providers operate internationally, including in the United States. Where personal information is transferred internationally, appropriate transfer safeguards are used in accordance with applicable data protection law.

You can unsubscribe from marketing communications at any time.

8. Reviews – Feefo

We use Feefo to collect and display customer reviews.

We may provide Feefo with information necessary to invite you to review a purchase, such as your name, email address and details of the product or order.

When Feefo processes information to send review invitations on our behalf, it acts as a service provider to us.

If you choose to submit a review, Feefo may also process information associated with that review for its own purposes in accordance with its privacy policy.

Reviews you submit may be displayed publicly.

9. Delivery companies

We share information necessary to fulfil and deliver your order with Royal Mail, Parcelforce and other courier or delivery providers that we may use from time to time.

This will normally include your name and delivery address and, where required to manage the delivery or provide delivery notifications, your email address and telephone number.

The courier or delivery provider may also process your information in accordance with its own legal obligations and privacy policy.

10. Amazon and eBay

We also sell Blue Chip products through third-party marketplaces including Amazon and eBay.

If you purchase our products through one of these marketplaces, the marketplace collects and processes information relating to your use of its service and your order in accordance with its own privacy policy.

The marketplace provides us with information necessary for us to fulfil and manage your order.

Amazon and eBay may act as separate data controllers for processing they undertake for their own purposes.

We recommend reviewing the privacy information provided by the marketplace through which you purchase.

11. Cookies, analytics and advertising

We use cookies and similar technologies to operate our website and, with your consent where required, to understand how visitors use our website, measure marketing performance and provide more relevant advertising.

Some cookies are necessary for our website and checkout to operate. Other cookies and similar technologies, including analytics and advertising technologies, are non-essential and will be controlled in accordance with your consent choices where required by law.

Our website provides a cookie banner and privacy controls through which you can manage relevant preferences.

Google Analytics

We use Google Analytics to help us understand how visitors use our website.

Where you have provided the necessary consent, Google Analytics may collect information about your browser, device, interactions with our website and other technical information.

We use this information to understand website performance and improve the customer experience.

Meta

We use Meta technologies, including the Meta Pixel, to help us understand the effectiveness of our advertising and measure and provide relevant advertising on services such as Facebook and Instagram.

Where you have provided the necessary consent, Meta may receive information about your browser or device and interactions with our website, such as pages viewed and actions taken.

Google and Meta may process information outside the United Kingdom in accordance with their own privacy arrangements and applicable international-transfer safeguards.

You can manage your cookie preferences through the cookie and privacy controls available on our website.

12. Who we share information with

We only share personal information where it is reasonably necessary and appropriate.

Depending on how you interact with us, recipients may include:

  • Shopify and e-commerce technology providers;
  • Shopify Payments and its payment-processing and financial-service partners;
  • Stripe and other payment-processing providers where applicable;
  • PayPal and Clearpay;
  • Recharge;
  • Klaviyo;
  • Google;
  • Meta;
  • Feefo;
  • Royal Mail, Parcelforce and other courier and delivery providers;
  • Amazon and eBay;
  • website hosting, IT, security and fraud-prevention providers;
  • professional advisers including accountants, auditors, insurers and legal advisers;
  • regulators, law enforcement bodies, courts, payment networks and government authorities where required or permitted by law; and
  • another organisation in connection with a merger, acquisition, restructuring or sale of all or part of our business.

Where another organisation processes personal information solely on our behalf, we require it to handle that information appropriately and securely.

Some organisations listed above also act as independent data controllers for particular activities and will have their own privacy information explaining how they use personal information.

13. International transfers

Some of the organisations we use operate internationally or use systems or service providers located outside the United Kingdom.

As a result, personal information may sometimes be transferred to or accessed from countries outside the UK.

Where personal information is transferred outside the UK, we take appropriate steps to ensure that it receives the protection required by UK data protection law.

Depending on the country and organisation involved, safeguards may include:

  • UK adequacy regulations;
  • the UK Extension to the EU-US Data Privacy Framework where applicable;
  • the UK International Data Transfer Agreement;
  • the UK Addendum to approved EU Standard Contractual Clauses; or
  • another legally recognised transfer mechanism.

You may contact us if you would like further information about the safeguards relevant to your personal information.

14. How long we keep your information

We keep personal information only for as long as reasonably necessary for the purposes for which it was collected, including satisfying legal, tax, accounting and reporting requirements and dealing with disputes or legal claims.

Different types of information may therefore be retained for different periods.

Information relating to purchases and financial transactions may need to be retained for a number of years to meet tax, accounting and legal obligations.

Account and subscription information will generally be retained for as long as the account or subscription remains active and afterwards for an appropriate period where necessary for legal, accounting, fraud-prevention or customer-service purposes.

Marketing information will generally be retained while you remain subscribed or while we have an appropriate lawful reason to retain it.

If you unsubscribe from marketing, we may retain limited information on a suppression list so that we can respect your request not to receive further marketing.

When personal information is no longer required, we will delete or anonymise it where appropriate.

15. Security

We take appropriate technical and organisational measures designed to protect personal information against unauthorised access, alteration, disclosure, loss or destruction.

We also use established third-party providers to operate important parts of our e-commerce, payment, customer, delivery and marketing infrastructure.

However, no internet-based service can be guaranteed to be completely secure.

16. Your data protection rights

Depending on the circumstances, UK data protection law gives you a number of rights in relation to your personal information.

These may include:

  • Right of access – you can ask for a copy of personal information we hold about you.
  • Right to rectification – you can ask us to correct inaccurate or incomplete information.
  • Right to erasure – you can ask us to delete personal information in certain circumstances.
  • Right to restriction – you can ask us to restrict the processing of your information in certain circumstances.
  • Right to data portability – in certain circumstances you can receive information in a portable format or ask us to transfer it to another organisation.
  • Right to object – you can object to certain processing based on our legitimate interests.
  • Right to withdraw consent – where we rely on your consent, you can withdraw it at any time.

Withdrawal of consent does not affect processing that took place before consent was withdrawn.

You have the right to object at any time to the use of your personal information for direct marketing.

You may also have rights in relation to decisions based solely on automated processing where those decisions have legal or similarly significant effects.

These rights are subject to applicable legal conditions and exemptions.

To exercise your rights, contact us at info@bluechipfeed.com.

We may need to ask for information to confirm your identity before responding to a request.

You will not normally be charged for exercising your data protection rights.

17. Complaints

If you have concerns about how we use your personal information, please contact us so that we can try to resolve the matter.

You also have the right to complain to the UK's data protection regulator, the Information Commissioner's Office (ICO).

Further information about your rights and how to make a complaint is available from the ICO.

18. Children

Our website and products are not specifically directed at children and we do not knowingly seek to collect personal information from children where parental or guardian consent would be required by law.

If you believe that a child has provided personal information to us inappropriately, please contact us.

19. Third-party websites

Our website may contain links to websites operated by other organisations.

We are not responsible for the privacy practices of third-party websites. We recommend reading the privacy policy of any third-party website you visit.

20. Changes to this Privacy Policy

We may update this Privacy Policy from time to time to reflect changes to our business,