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Privacy Policy

Flockleader Privacy Policy

Effective Date: [10Sept21]

Perdue Flockleader (“Flockleader,” we,” “us,” or “our”) has developed this policy (the “Privacy Policy”) to inform visitors (identified herein as “you” or “user” or with “your”) to the backyardchicken.com website (the “Site”) about our data collection, use, and sharing practices.  

We may modify this Privacy Policy from time to time.  If we make changes to this Privacy Policy, we will post the new policy at this location.  Please review this Privacy Policy on a periodic basis.

What Information Does Flockleader Collect?

Personally identifiable information (“PII”) includes information that can be linked to a specific individual, such as a name, address, phone number, or email address. The type of PII collected by us will vary with your use of the Site. We may collect PII when you provide it by registering and at other times, including, but not limited to, when you make a purchase, report a problem with our Site, submit PII to a message or interactive communication area of the Site, complete survey forms, enter a sweepstakes or other promotional program, request a coupon, respond to requests for information or content (such as photographs), leave a review, or request to receive communications from us.  

We may collect the following types of information through the Site. 

Name and Contact Information: We may request or require your name and contact information, such as address, phone number, facsimile number, and email address.

Purchasing Information: When you make a purchase, we will additionally collect your payment card information and your billing and mailing addresses.

Likeness Information:  We may request a photograph containing your likeness.

Demographic Information: We may request that you provide demographic and other information about yourself at our Site as a part of our surveys, sweepstakes, promotional or coupon programs, recipe offerings, advertisements for our products, and/or for management and monitoring purposes in order to continue to improve the Site and our other online services.

Third-party Information: We may collect PII and other information about you from third parties and combine it with the information that we collect through the Site.

Technical Information:  We may automatically collect certain non-personally identifying information when you use the Site including Internet Protocol (IP) addresses; the date and time of access and the Web page(s) accessed; information about your computer, browser, or operating system; and information about your use of the Site.  Among other uses for this technical information, we may maintain a database of aggregated information about the transactions on the Site (e.g., tool or feature utilization).

How Do We Use and Share the Information?

Most areas of the Site are informational and publicly available without providing any PII, although we will still collect technical information automatically. Below is more detail on how we use and share the PII that we collect.

Use of Information: We may use the information that we collect to operate and improve our business, such as to provide the products and services that you request, to advertise our products and services and the goods and services of third parties, to create a personalized experience for you, to provide you with news and information, to contact you regarding a survey, and to contact you about transactions conducted through the Site, material changes in our Site’s policies and agreements, new services we may offer, or otherwise.  With your permission, we may also use information submitted in reviews about our products, including images, to promote or advertise our products.  We may also use a photograph containing your likeness in promotional programs on our Site or in other marketing materials with your permission.

Sharing of Information:  We may share your PII as set forth below:

  • With our affiliates. 
  • With our service providers, vendors, and contractors that carry out activities on our behalf, such as payment processing and marketing.
  • As required by law, such as to a court or governmental agency, or in response to a government request.
  • In the event of a business transaction, such as a merger or acquisition by another company or the sale of all or a portion of our assets, including in bankruptcy, the PII collected by the Company may be among the assets transferred.  (In the event a transaction of this kind results in the transfer of PII, we will place a prominent notice on the Site for 30 days.)
  • To protect against misuse or unauthorized use of the Site or as otherwise needed to limit legal liability, protect or defend our rights, property, or interests, or protect the safety, rights, or property of our users.
  • With your consent or as otherwise disclosed to you at the time of data collection or sharing.

Survey, Review, and Promotions Results: In addition to the types of sharing described above, we may share survey, review, and sweepstakes/promotions results with the general public, with the news media, and with government entities in order to participate in government programs and initiatives.

Aggregated and Deidentified Information: We may share technical information, as well as aggregated or deidentified information, without limitation including for advertising purposes.

What About the Use of Cookies?

We may use cookies and other similar technologies (collectively, “Cookies”) in connection with your use of our Site. Cookies are pieces of information that we use for record-keeping purposes, which the Site stores on your computer. Cookies enable us to operate and improve the Site, such as to customize your experience, save your personal preferences, and ensure that you do not see the same advertisement repeatedly. If you would prefer not to receive Cookies, you may be able to use your browser settings to refuse or delete certain types of Cookies. If you choose to have your browser refuse or delete Cookies, some areas of our Site will not function properly when you view them.  Even if you use these browser settings, we or third parties operating on the Site may be able to continue collecting information by other means.

What About Third-Party Links?

The Site includes links to third-party sites.  These third-party sites are not controlled by us and, therefore, are not subject to this Privacy Policy. We suggest that you check the privacy policies of these sites to learn how these third-party sites may collect, utilize, or share your information.

The Site may also include integrated social media tools or “plug-ins”, such as social networking tools offered by third parties.  If you use these tools to share PII or you otherwise interact with social media features on the Site, those social media companies may collect information about you and may use and share such information in accordance with your account settings, including by sharing such information with the general public.  Your interactions with third-party social media companies and the use of their features are governed by the privacy policies of the social media companies that provide those features.  We encourage you to carefully read the privacy policies of any social media accounts you create and use.

What About Digital Advertising and Analytics?

We may partner with ad networks and other ad serving providers (“Advertising Providers”) that serve ads on behalf of us and others on non-affiliated platforms. Some of those ads may be personalized, meaning that they are intended to be relevant to you based on information that Advertising Providers collect about your use of the Site and other sites or apps over time, including information about relationships among different browsers and devices. This type of advertising is known as interest-based advertising. 

You may visit the DAA Webchoices tool at www.aboutads.info to learn more about this type of advertising and to opt out of this advertising on websites by companies participating in the DAA self-regulatory program.  If you delete your cookies or use a different browser or mobile device, you may need to renew your opt-out choices exercised through the DAA Webchoices tool.  Note that electing to opt out will not stop advertising from appearing in your browser or applications.  It may make the ads you see less relevant to your interests.  Additionally, your browser may offer tools to limit the use of cookies or to delete cookies; however, if you use these tools, our Site may not function as intended.

We may also work with third parties that collect data about your use of the Site and other sites or apps over time for non-advertising purposes. We use Google Analytics and other third-party services to improve the performance of the Site and for analytics and marketing purposes. For more information about how Google Analytics collects and uses data when you use our Site, visit www.google.com/policies/privacy/partners, and to opt out of Google Analytics, visit tools.google.com/dlpage/gaoptout.

What About “Opting-Out” of Our Data Use and Sharing?

As you are permitted to browse the Site without registering, you can decide whether you wish to provide your PII to us when requested. We also provide you with the opportunity to opt out of certain marketing uses of your PII. Specifically, you can opt out of our use of your PII in connection with direct mailings and/or marketing email communications or newsletters sent by us. 

  • To opt out of email marketing, you can use the “unsubscribe” link included in each marketing email that we send. If you opt out of email marketing, we will still send you emails about your transactions and relationship with us. 
  • To opt out of direct mailings, you can contact customer service by phone at [1800 336 4094] or by email at [michell.pepper@perdue.com]. 

For choices with respect to third-party interest-based advertising activities, please see the “Digital Advertising & Analytics” section above.

What About Nevada Privacy Rights?

Under Nevada law, Nevada residents may submit a request directing us not to make certain disclosures of personal information we maintain about them. 

To exercise this right, please contact us at [1 800 336 4094].  

What About California Privacy Rights?

This section contains disclosures required by the California Consumer Privacy Act (“CCPA”) and applies only to “personal information” that is subject to the CCPA. Consumers with disabilities may access this notice by [www.backyardchicken.com].

Personal Information We Collect, Disclose for a Business Purpose, and Sell.  In the preceding 12 months, we collected and shared the following categories of personal information about California consumers.  We do not sell the personal information we collect. 

Categories of Personal Information

Disclosed for business purposes to the following categories of third parties:

Personal and online identifiers (such as first and last name, email address, or unique online identifiers)

All categories listed below.

Categories of information described in Section 1798.80(e) of the California Civil Code (such as physical characteristics or description, insurance policy number, bank account number, credit card number, debit card number, or any other financial information, medical information, or health insurance information)

All categories listed below.

Characteristics of protected classifications under California or federal law (such as race or gender)

All categories listed below.

Commercial or transactions information (such as records of personal property or products or services purchased, obtained or considered)

All categories listed below.

Internet or other electronic network activity information (such as browsing history, search history, interactions with a website, email, application, or advertisement)

All categories listed below.

Geolocation information

All categories listed below.

Inferences drawn from the above information about your predicted characteristics and preferences

All categories listed below.

Other information about you that is linked to the personal information above

All categories listed below.


Categories of Sources. We collect personal information from the following categories of sources:

  • Consumers;
  • Service providers;
  • Affiliates not under our brand; 
  • Consumer data resellers;
  • Nonprofit organizations; and
  • Government entities

Why We Collect, Use, and Share California Information. We use and disclose the personal information we collect for our commercial and business purposes, as further described in this Privacy Policy. These commercial and business purposes include, without limitation:

  • Our commercial purposes, including:
    • To advertise our products and services and the products and services of third parties;
    • To provide you with news and information; and
    • To contact you regarding a survey or review.
  • Our business purposes as identified in the CCPA, which include:
    • Auditing related to our interactions with you;
    • Legal compliance;
    • Detecting and protecting against security incidents, fraud, and illegal activity;
    • Debugging;
    • Performing services (for us or our service provider) such as account servicing, processing orders and payments, and analytics;
    • Internal research for technological improvement;
    • Internal operations;
    • Activities to maintain and improve our services; and 
    • Other one-time uses.

Recipients of California Personal Information. While we do not sell personal information, we disclose the categories of personal information designated above to the categories of third parties listed below for business purposes:

  • Service providers;
  • Affiliates not under our brand; 
  • Advertising networks;
  • Internet service providers;
  • Data analytics providers;
  • Operating systems and platforms;
  • Social networks; and
  • Government entities.

Your Rights Regarding Personal Information. California residents have certain rights with respect to the personal information collected by businesses. If you are a California resident, you may exercise the following rights regarding your personal information, subject to certain exceptions and limitations:

  • The right to know the categories and specific pieces of personal information we collect, use, disclose, and sell about you, the categories of sources from which we collected your personal information, our purposes for collecting or selling your personal information, the categories of your personal information that we have either sold or disclosed for a business purpose, and the categories of third parties with which we have shared personal information;
  • The right to request that we delete the personal information we have collected from you.
  • We do not sell personal information about you. 
  • The right not to receive discriminatory treatment for the exercise of the privacy rights conferred by the CCPA.

To exercise any of the above rights, please contact us using the following information and submit the required verifying information, as further described below:

  • By email [john.sylvester@perdue.com]; or
  • By phone at [1 800 336 4094].

Verification Process and Required Information. Note that we may need to request additional information from you to verify your identity or understand the scope of your request, although you will not be required to create an account with us to submit a request or have it fulfilled. We will require you to provide, at a minimum first name, last name, email address and, optionally, a mailing address and phone number.

Authorized Agent. You may designate an authorized agent to make a CCPA request on your behalf by verifying your identity and providing written permission to the authorized agent to make the request.

Minors’ Right to Opt In. We do not knowingly sell the personal information of minors under 16 years of age.

What About Correcting, Deleting, or Updating Information?

We will retain your PII for as long as necessary to fulfill our business purposes and to comply with applicable laws. At any time, you may contact us to ask us to correct, modify, or delete the information you provide to us through the Site. Please note, however, that we may need to retain some PII if required by law or for our recordkeeping purposes. Additionally, we need PII to provide certain services through the Site and the deletion of such PII, e.g., an email address, may mean that we can no longer provide you with certain services.

What About Any Other Questions?

If you have any questions about this Privacy Policy or our practices, you can contact us by phone at [1 800 336 4094], by email at [john.sylvester@perdue.com], or by mail at [Perdue AgriBusiness, 6906 Zion Church rd., Salisbury, MD 21804.