Legal
Privacy policy.
Last updated: May 2026. Applies to properlyfed.org and all Properly Fed services.
Who we are
Properly Fed is a free UK directory of independent raw pet food specialists, natural pet shops, and nutrition advisors. It is operated by Fettle, a pet health company based in the United Kingdom.
For all data and privacy queries, contact us at: support@properlyfed.org
What data we collect and why
We collect personal data in the following situations:
Email address + location (newsletter / waitlist)
When you sign up to be notified about shops near you or to receive updates, we collect your email address and town or postcode. We use this to send you relevant updates via Klaviyo, our email marketing platform. Legal basis: consent. You can unsubscribe at any time using the link in any email we send.
Shop submission details
When you submit a shop to the directory, we collect the shop name, address, contact details, and your name as submitter. We use this to review and list the shop. Legal basis: legitimate interests (building an accurate, useful directory). We retain this data for as long as the shop is listed.
Customer stories / reviews
If you submit a customer story, we collect your email address (for review purposes only, it is never published) and your story text. Legal basis: consent. Your story may be published on the relevant shop page. Contact us if you'd like it removed.
Shop portal accounts
Shop owners who claim their listing create an account with an email address and password via Firebase Authentication (a Google service). We use this to verify ownership and allow shops to manage their own profiles. Legal basis: contract performance.
Third parties we share data with
We use the following third-party services which may process your data:
- Klaviyo, email marketing platform. Email addresses and location data submitted via our forms are passed to Klaviyo to manage email lists and send updates. Klaviyo is based in the US and certified under the EU–US Data Privacy Framework. Klaviyo Privacy Policy →
- Firebase / Google, we use Firebase (a Google product) to store shop data, user accounts, and form submissions. Data is stored in Google Cloud infrastructure (Ireland region). Firebase Privacy →
- Mapbox, used to display shop maps. Your approximate location (if you use the “near me” feature and grant permission) is passed to Mapbox to show nearby shops. We do not store your location. Mapbox Privacy →
- Vercel, our website is hosted on Vercel. Vercel may process IP addresses and request data as part of standard web hosting. Vercel Privacy →
We do not sell your personal data to any third party, ever.
Cookies
Properly Fed uses only essential cookies required for the site to function, specifically, authentication session cookies set by Firebase when you sign in to a shop portal or admin account.
We do not use advertising cookies, tracking pixels, or third-party analytics that set cookies. No cookie banner is required for essential-only cookies under UK GDPR guidance.
How long we keep your data
- Newsletter / waitlist emails: until you unsubscribe
- Shop listing data: for as long as the shop is listed, or until a removal request is made
- Customer story emails: up to 12 months after submission, then deleted
- Shop portal accounts: until the account is deleted or the shop is removed
Your rights
Under UK GDPR, you have the right to:
- Access the personal data we hold about you
- Correct inaccurate data
- Erase your data (“right to be forgotten”)
- Restrict how we process your data
- Object to processing based on legitimate interests
- Withdraw consent at any time (e.g. unsubscribe from emails)
To exercise any of these rights, email us at support@properlyfed.org. We will respond within 30 days.
You also have the right to lodge a complaint with the ICO (Information Commissioner's Office) if you believe your data has been mishandled.
Changes to this policy
We may update this policy from time to time. The “last updated” date at the top of this page will reflect any changes. Continued use of the site after changes constitutes acceptance.