Privacy Policy

Updated: January 26, 2024

White Flower Farm respects the privacy of every individual who shops with us or visits our website. For that reason, as a courtesy, we provide you with a number of options to manage how we use your Personal Information, which are described in this Privacy Policy.

We do not sell Personal Information. We may, however, share and disclose it to trusted partners who help us deliver our services to you, but only as stated in this Privacy Policy.

This Privacy Policy describes how White Flower Farm Inc., its employees, officers, directors, agents, subsidiaries, and affiliates collect, use and share information we collect when you interact with us on whiteflowerfarm.com, social media platforms, email or postal mail, in our store, or when you call our customer service center.

It's our intent to ensure that this Privacy Policy and our practices are honest, complete, clear, and current. To do so, we reserve the right to update and revise this policy without prior notice. Revisions will be noted with a new date at the top of this policy.

Please read the Privacy Policy carefully before you start to use our website. By using the website, you are saying that you understand this Privacy Policy and accept all its terms.

How we collect information

In order to better serve you, we collect Personal Information from your interactions with us online and when you interact with us via email, social media, postal mail, or phone. By “Personal Information”, we mean any information relating to an identified or identifiable person, household, or device. An identifiable person, household, or device is an individual, household, or device identifiable, directly or indirectly, by reference to an identifier such as a name, an email address, an identification number, location data, online identifier or to one of more factors specific to the physical, physiological, genetic, mental, economic, cultural or social identity of that person. The types of Personal Information we may collect and methods used to collect them fall under one or more of the following categories:

Personal Information you provide directly to us

Basic contact information

White Flower Farm collects Personal Information that you voluntarily provide when you interact with our website, create an account, participate in a survey or giveaway, or sign up for our emails or catalog mailing lists. Examples of this information include but are not limited to: your name, email address, postal address, and phone number.

Account information

When you create an account through our website, customer service team, or at our retail store, we collect Personal Information you create through using these services. Examples include your username, password, customer number, as well as the products added to your cart or wishlist.

Payment information

Purchase and Payment Information: When you make a purchase or receive a credit, you will need to provide the information required to process and ship your orders or respond to your customer service requests. This may include your credit card number, CVV number, card type, expiration date, or secure PayPal account information, as well as your billing address and shipping address. You can choose to have us retain your credit card number when you check out to make future purchases easier. If you choose to have us retain your credit card number, we encrypt and tokenize your credit card number to protect against fraud. We also conduct yearly PCI compliance audits for your protection.

Job Applicant information

When you submit an application for employment or provide Personal Information to a recruiting service, we collect your “basic contact information” as described above from your inquiry, along with any education and/or profession information included in other application materials such as a cover letter. We may collect other information as required during the interview or hiring process.

Personal information we collect from you indirectly as you use our services

Activity and device information

When you use the White Flower Farm website, we collect information on the actions you take such as your search history, items you browse, items you add to your shopping cart, along with certain device, browser, and location information (such as IP address, unique device identifiers, date and time stamps, header and referral URL data, and similar data). When you use our live chat tool or call our customer service team, we collect information such as the date and time of the call, your device/browser version, IP address, and a record of the conversation. When you post a comment, question, or review we collect information to verify your identity. In addition, we also collect technical data associated with information that you upload to the website, such as when the information was uploaded and how that content is formatted.

By browsing our website, you acknowledge that communications of Information about your browsing activity, including clickstream and cookie data and identifiers, is sent to service providers and advertising networks, and consent to such communications.

Pseudonymized browsing information

We use third party analytics tools such as Google Analytics to help us measure the performance of our website. These tools collect pseudonymized browsing information that may include how often people visit our website, which pages they visit, which products are purchased and the source of the visit. This information is not sufficient to be attributed to you as an identified or identifiable person.

To process analytics data when you visit the website, third party analytics tools use various technologies, including cookies or similar technologies to identify your browser or computer device. Third parties providing these tools do not receive your White Flower Farm user account information, your email address, or other Personal Information through the use of cookies.

To opt out of Google Analytics on the website go to https://tools.google.com/dlpage/gaoptout.

Personal information from third party sources

In addition to the information you provide to us voluntarily, and that which we collect from your use of our website and services, we may combine this information with additional data from other third party sources with whom you have shared such data to complete your user profile and measure the effectiveness of our marketing initiatives beyond our website.

Social networks

If you use social media logins (like Facebook) to post reviews, ratings, questions, photos or other content on our website, we may be able to view the information you have made public on the social network. You can always limit this sharing using your social media service settings.

Cookies and tracking technologies

Like many websites, White Flower Farm and our third-party partners, vendors and business affiliates use cookies and other tracking technologies on our website to collect, process, and store personal and pseudonymized browsing information.

Cookies are small files that are stored on the device you use to access the website. You can adjust the settings on your device to remove or refuse cookies by following the instructions provided by your web browser. If you adjust your settings to refuse cookies, or if you delete them, you may not be able to access all features of our website.

We use cookies for a variety of purposes, including to enable you to select, place, and purchase products in our shopping cart, to save your cart for future visits, to make it easier for you to navigate the site, and to enhance your web experience.

Our website uses first party cookies (set by White Flower Farm) and third-party cookies (set by digital marketing partners). The cookies used on our website may be persistent or session based.

The White Flower Farm website may also use other technologies including but not limited to JavaScript tags, web beacons, tracking pixels, or other technologies to collect, process, and store personal and pseudonymized browsing information as described above. Tracking pixels and tags assist in delivering cookies and allow us to collect browsing information about website users. Tracking pixels or tags may also be included in the emails we send you in order to determine whether the emails have been opened and if you have clicked on links with the email.

The tracking technologies used on our website may be used by White Flower Farm, or our third-party partners, vendors and business affiliates for the purposes described in this Privacy Policy. Our third-party partners, vendors, and business affiliates may use these tracking technologies to measure advertising effectiveness (such as which web pages are visited or what products are purchased) to understand shopping patterns, or to determine whether you have seen certain ads.

For more information about how to manage and delete cookies, visit aboutcookies.org or https://www.consumer.ftc.gov/articles/how-protect-your-privacy-online or http://optout.networkadvertising.org/#!.

For more information about limiting or opting out of the use of cookies on our website, you may click on the “Your Privacy Choices” link, email us at [email protected] with “Opt-out Request” in the subject line, or call us toll-free at 1-800-503-9624.

Information we collect

Category	Examples	Collected
A. Identifiers.	A real name, alias, postal address, unique personal identifier, online identifier, Internet Protocol address, email address, account name, Social Security number, driver's license number, passport number, or other similar identifiers.	YES
B. Personal information categories listed in the California Customer Records statute (Cal. Civ. Code § 1798.80(e)).	A name, signature, Social Security number, physical characteristics or description, address, telephone number, passport number, driver's license or state identification card number, insurance policy number, education, employment, employment history, bank account number, credit card number, debit card number, or any other financial information, medical information, or health insurance information. Some Personal Information included in this category may overlap with other categories.	YES
C. Protected classification characteristics under California or federal law.	Age (40 years or older), race, color, ancestry, national origin, citizenship, religion or creed, marital status, medical condition, physical or mental disability, sex (including gender, gender identity, gender expression, pregnancy or childbirth and related medical conditions), sexual orientation, veteran or military status, genetic information (including familial genetic information).	NO
D. Commercial information.	Records of personal property, products or services purchased, obtained, or considered, or other purchasing or consuming histories or tendencies.	YES
E. Biometric information.	Genetic, physiological, behavioral, and biological characteristics, or activity patterns used to extract a template or other identifier or identifying information, such as, fingerprints, faceprints, and voiceprints, iris or retina scans, keystroke, gait, or other physical patterns, and sleep, health, or exercise data.	NO
F. Internet or other similar network activity.	Browsing history, search history, information on a consumer's interaction with a website, application, or advertisement.	YES
G. Geolocation data.	Physical location or movements.	YES
H. Sensory data.	Audio, electronic, visual, thermal, olfactory, or similar information.	NO
I. Professional or employment-related information.	Current or past job history or performance evaluations.	NO
J. Non-public education information (per the Family Educational Rights and Privacy Act (20 U.S.C. Section 1232g, 34 C.F.R. Part 99)).	Education records directly related to a student maintained by an educational institution or party acting on its behalf, such as grades, transcripts, class lists, student schedules, student identification codes, student financial information, or student disciplinary records.	NO
K. Inferences drawn from other Personal Information.	Profile reflecting a person's preferences, characteristics, psychological trends, predispositions, behavior, attitudes, intelligence, abilities, and aptitudes.	YES

How we use Personal Information

In addition to utilizing personal and payment information to create and maintain user accounts, complete transactions, issue refunds, communicate with you, and fulfill your requests, White Flower Farm may use information collected to analyze and improve our products and services, and to conduct targeted marketing and advertising activities.

If you provide us with your email address when you make a purchase or sign up to receive marketing communications, we may use your information to contact you with product information, special offers, gardening advice or news about White Flower Farm. We may use Personal Information collected from your use of our website (including your email address even if not expressly provided) and match that information with postal address records to send you our catalog or other marketing materials.

Interest-Based Advertising

We may work with third party advertising companies that collect and use information about your online activities across sites over time, in order to deliver more relevant advertising elsewhere on the Internet. This practice is known as interest-based advertising. You may visit http://www.aboutads.info to learn more and to opt out of this type of advertising by third-party advertising companies participating in the Digital Advertising Alliance self-regulatory program.

For more information about limiting or opting out of interest-based advertising, you can visit http://optout.networkadvertising.org/#!.

Personalizing your experience

We use the Personal Information we collect about you and your activity on our website and through our services (including personal information you provide, such as email addresses, and purchase and browsing history) to provide you relevant and personalized product and content recommendations on our website and within our email and print mail marketing campaigns and through campaigns on social media platforms. From time to time, we may offer giveaways to website visitors who have provided us with an email address.

Other purposes

We use your Personal Information the following additional purposes:

To send you information including confirmations, technical notices, updates, security alerts, and support and administrative messages.
To identify and authenticate specific users in our system, and to maintain the security or our website and computer systems.
To comply with our legal, regulatory, compliance, or auditing obligations.
For other purposes with your permission.

How we share Personal Information

We're committed to sharing Personal Information only when needed for a legitimate business or legal purpose, and then only with recipients who will protect it.

On our website and in marketing materials

We may use Personal Information collected from customers and site visitors for the purpose of informing other prospective customers, such as sharing a product review or testimonial about our services in an email campaign, catalog or other marketing materials.

With service providers and business partners

We may share your Personal Information with third parties who need access to that information in order to perform services on our behalf and at our direction. For example, we share certain email activity data with vendors to help measure campaign performance, target advertisements and promotions, and personalize the user experience. We may also share information with data aggregators, advertising partners, and business consultants that are carefully selected and agree to terms consistent with this Privacy Policy.

Other ways we share your Personal Information

We may also share Personal Information for legal and safety purposes. For example,

We may share information to comply with applicable laws.
We may share information to respond to lawful requests and legal processes.
We may share information in an emergency, such as protecting the safety of our employees and agents, our users, or any person.
We may share information to protect the rights and property of White Flower Farm, our agents, employees, customers, and others, including by enforcing our agreements, policies, and terms of use.
We may disclose or transfer your Personal Information in connection with the sale, merger, bankruptcy, sale of assets or reorganization, in whole or in part, of our company.

In any such case, White Flower Farm requires recipients to comply with the terms of this Privacy Policy and all applicable data privacy and security laws.

In the unlikely event we discover that a recipient is using Personal Information in a way that conflicts with this Privacy Policy, we will take all reasonable steps to stop them.

Information We Share

Personal Information Category	Category of Third-Party Recipients
	Business Purpose Disclosures	Sales
A: Identifiers.	Mailing List Management Provider Advertising Network Fraud Prevention Data Analytics Provider Email Service Provider Sales Tax Manager Shipping Services Provider Customer Service	None
B: California Customer Records personal information categories.	Email Service Provider Shipping Services Provider Mailing List Management Provider Customer Service	None
C: Protected classification characteristics under California or federal law.	None	None
D. Commercial information.	Data Analytics Provider Shipping Services Provider Email Service Provider Mailing List Management Provider Customer Service	None
E. Biometric information.	None	None
F. Internet or other similar network activity.	Fraud Prevention Data Analytics Provider Shipping Services Provider Email Service Provider Mailing List Management Provider Customer Service	None
G. Geolocation data.	Data Analytics Provider	None
H. Sensory data.	None	None
I. Professional or employment-related information.	None	None
J. Non-public education information (per the Family Educational Rights and Privacy Act (20 U.S.C. Section 1232g, 34 C.F.R. Part 99)).	None	None
K. Inferences drawn from other Personal Information.	Data Analytics Provider Mailing List Management Provider	None

Your rights and choices

Right to Opt-out: We do not sell your Personal Information to third parties. However, we do share it for the marketing purposes as described above. You may request that we not share data for purposes of cross-context behavioral marketing or opt out of the processing of personal data for purposes of targeted advertising. To exercise this right, you may click on the “Your Privacy Choices” link, email us at [email protected] with “Opt-out Request” in the subject line, or call us toll-free at 1-800-503-9624. If exercised, the decision to opt-out will be valid for 12 months.

Right to Know:You may request that we disclose certain information to you about our collection and use of your Personal Information over the past 12 months. Once we receive and verify your request, we will disclose to you any of the following categories you request:

The categories of Personal Information we collected about you.
The categories of sources from which the Personal Information is collected.
The specific pieces of Personal Information we collected about you (also called a data portability request).
Our business or commercial purpose for collecting or selling any Personal Information.
The categories of third parties with whom we share that Personal Information.
If we sold or disclosed your Personal Information for a business purpose, two separate lists disclosing:

sales, identifying the Personal Information categories that each category of recipient purchased; and
disclosures for a business purpose, identifying the Personal Information categories that each category of recipient obtained.

To exercise this right, you may click on the “Your Privacy Choices” link, email us at [email protected] with “Request to Know” in the subject line, or call us toll-free at 1-800-503-9624.

Right to Delete: You have the right to request that we delete any of your Personal Information that we collected from you and retained, subject to certain exceptions. Once we receive your request and verify your identity, we will delete (and direct our service providers to delete) your Personal Information from our records, unless an exception applies.

We may deny your deletion request if retaining the information is necessary for us or our service providers to:

Complete the transaction for which we collected the Personal Information, provide a good or service that you requested, take actions reasonably anticipated within the context of our ongoing business relationship with you, or otherwise perform our agreement with you.
Detect security incidents, protect against malicious, deceptive, fraudulent, or illegal activity, or prosecute those responsible for such activities.
Debug products to identify and repair errors that impair existing intended functionality.
Exercise free speech, ensure the right of another consumer to exercise their free speech rights, 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 the information's deletion may likely render impossible or seriously impair the research's achievement, if you previously provided informed consent.
Enable internal uses that are reasonably aligned with consumer expectations based on your relationship with us.
Comply with a legal obligation.
Make other internal and lawful uses of that information that are compatible with the context in which you provided it.

To exercise this right, you may click on the “Your Privacy Choices” link, email us at [email protected] with “Request to Delete” in the subject line, or call us toll-free at 1-800-503-9624.

Right to Correct: You may request that we correct, rectify and/or update any of your Personal Information that is incorrect, incomplete or out of date. If you have created an online account, you may edit your Personal Information at any time. To exercise this right, you may click on the “Your Privacy Choices” link, email us at [email protected] with “Request to Correct” in the subject line, or call us toll-free at 1-800-503-9624.

Verification

Only you or a person that you authorize to act on your behalf may make a verifiable consumer request related to your Personal Information. If you wish to authorize another to act on your behalf, please be advised that White Flower Farm may require that you provide the authorized agent with written permission to submit a request and verify your own identity directly with us, unless the authorized agent has a power of attorney.

Our verification process works as follows. Before we may process a request, in order to protect your privacy, we will ask you to confirm a few pieces of information that we have on our records about you, for example:

Your address
Your zip code
Your customer number or recent order number
Your email address

We will confirm receipt of your request within ten (10) business days. If you do not receive confirmation within the 10-day timeframe, please contact [email protected].

We endeavor to substantively respond to a verifiable deletion request within forty-five (45) days of its receipt. If we require more time (up to another 45 days), we will inform you of the reason and extension period in writing.

We will deliver our written response by mail or electronically, at your option.

We do not charge a fee to process or respond to your verifiable deletion request unless it is excessive, repetitive, or manifestly unfounded. If we determine that the request warrants a fee for some reason, we will tell you why we made that decision and provide you with a cost estimate before completing your request.

Response Timing and Format

We will confirm receipt of your request within ten (10) business days. If you do not receive confirmation within the 10-day timeframe, please contact [email protected].

We will deliver our written response by mail or electronically, at your option.

Any disclosures we provide will cover only the 12-month period preceding our receipt of your request. The response we provide will also explain the reasons we cannot comply with a request, if applicable. For data portability requests, we will select a format to provide your Personal Information that is readily useable and should allow you to transmit the information from one entity to another entity without hindrance.

Non-Discrimination

White Flower Farm will not discriminate against you for exercising any of your CCPA rights. Unless permitted by the CCPA, we will not:

Deny you goods or services.
Charge you different prices or rates for goods or services, including through granting discounts or other benefits, or imposing penalties.
Provide you a different level or quality of goods or services.
Suggest that you may receive a different price or rate for goods or services or a different level or quality of goods or services.

However, we may offer you certain financial incentives permitted by the CCPA that can result in different prices, rates, or quality levels. Any CCPA-permitted financial incentive we offer will reasonably relate to your Personal Information's value and contain written terms that describe the program's material aspects. Participation in a financial incentive program requires your prior opt-in consent, which you may revoke at any time. Whenever we offer a financial incentive program, we will provide you notice of the program terms before you opt in to the program. That notice will look something like this.

Email subscriptions

You may adjust your email marketing preferences via the unsubscribe link that appears in the footer of any marketing email from White Flower Farm or by emailing [email protected].

If you choose to opt-out of receiving marketing emails, we may still send you important transactional emails including order confirmation, shipping confirmation, shipping delays, or information in response to other inquiries you make.

Catalogs and printed mail

You may opt-out of receiving all mailings from White Flower Farm by emailing [email protected] or by calling us toll-free at 1-800-503-9624

Data retention

We retain your Personal Information only for as long as is necessary for the purposes set out in this policy or as needed to provide services requested by you or to advertise or market services to you. When those purposes no longer apply, we securely destroy that Personal Information, subject to our data back-up and disaster recovery policies and the requirements of applicable laws.

Links to Third Parties, Social Media, and Social Sharing

Our website may contain links to other websites that are outside of our control. Please be aware that we are not responsible for the privacy practices of any other website or service linked to or from the website, including the information or content contained within them.

Children

This website is intended for users eighteen (18) or older. It is not in any way designed to attract children. If we discover that a person under the age of eighteen (18) has submitted Personal Information to our website, or that someone has inappropriately done so on their behalf, we will delete such information from our databases as soon as practicable and in accordance with applicable law.

Security

We maintain physical, electronic, and procedural safeguards to protect the confidentiality and security of information transmitted to us. To guard your information delivered to us electronically, our website uses Secure Sockets Layer (SSL). SSL encrypts information submitted via website forms so only we are able to decode the information submitted. White Flower Farm also complies with Payment Card Industry (PCI) requirements and our site is regularly scanned to confirm compliance with these standards.

Unfortunately, no data transmission over the Internet can be guaranteed to be 100% secure. We urge you to keep any password that you establish with us in a safe place and not to divulge it to anyone. Also remember to log off your account and close your browser window when you have finished your visit. This is to ensure that others cannot access your account, especially if you are sharing a computer with someone else or are using a computer in a public place.

Policy Changes

If we decide to change our privacy policy in whole or in part, we will inform you by updating the date at the top of this policy. We encourage you to check regularly to see if our Privacy Policy has changed. If you continue to use our website after we update the policy, you are agreeing to accept these changes.

Privacy Questions

If you have any questions, concerns, or comments about this privacy policy, please click on the “Your Privacy Choices” link, or you can write to us at:

White Flower Farm

P.O. Box 50

Litchfield, CT 06759

Re: Privacy Policy