Privacy Policy


Upfield takes privacy seriously. The following five principles underpin our approach to respecting your privacy:

  1. We value the trust you place in Upfield when sharing your personal information with us.
  2. We strive to be transparent with you about what personal information we collect, what we do with it and with whom we share it.
  3. We will work with you to promptly address your concerns about how we use your personal information.
  4. We will take steps to help keep your personal information secure and to protect it from misuse.


Adopted: July 2nd, 2018

Upfield is committed to respecting your privacy. This Privacy Policy explains the types of personal information we collect and how we use, disclose and protect that information.

This Privacy Policy applies to personal information collected by Upfield Canada Inc. (“Upfield”). This includes information collected offline through our consumer call centres, direct marketing campaigns, sweepstakes and competitions, and online through our websites, branded pages on third party platforms and applications accessed or used through such websites or third party platforms which are operated by or on our behalf (“Upfield Sites”). This Privacy Policy is hereby incorporated into and forms part of the terms and conditions of use of the applicable Upfield Site.

This Privacy Policy does not apply to the information practices of:

These third parties may have their own privacy policies and terms and conditions. We encourage you to read them before providing your personal information to any third party.

By using an Upfield Site, or by otherwise providing Upfield with Personal Information, you are consenting to Upfield collecting, using and disclosing your personal information in accordance with this Privacy Policy. In most cases, we will ask for your consent explicitly but, in some cases, we may infer consent from your actions and behaviour.

We may ask you to provide additional consent if we need to use your personal information for purposes not covered by this Privacy Policy. You are not obliged to provide such consent but if you decide not to then your participation in certain activities may be restricted. If you provide additional consent, the terms of that consent shall prevail in the event of any conflict with the terms of this Privacy Policy.

If you do not agree to the collection, use and disclosure of your personal information in this way, please do not use the Upfield Sites or otherwise provide Upfield with personal information.

The majority of Upfield Sites are designed and intended for use by adults. Where an Upfield Site is intended for use by a younger audience, we will obtain consent from a parent or guardian before we collect personal information where we feel it is appropriate to do so or where it is required by applicable data protection laws and regulations. If you are a child under the age of majority where you live, you should review the terms of this Privacy Policy with your parent or guardian to make sure you and they understand and accept them.

If we discover that we have collected information without consent from a parent or guardian where such consent should have been obtained, we will delete that information as soon as possible.

Access to certain parts of the Upfield Sites and/or eligibility to receive prizes, samples or other rewards may be limited to users over a certain age. We may use your personal information to carry out age verification checks and enforce any such age restrictions.

In this Privacy Policy, your "personal information" means information or pieces of information that identify you or that could allow you to be identified. This typically includes information such as your name, address, screen name, profile picture, email address, and telephone number, but it can also include other information such as IP address, shopping habits, preferences and information about your lifestyle or preferences such as your hobbies and interests. We may collect personal information about you from different sources, including:

Information you give us directly

We may collect information from you directly when you provide us with personal information, e.g. when you register for prize draws or competitions, sign up to receive information, use applications, buy a product or service from us, fill out a survey, or make a comment or enquiry. The types of information we may collect from you directly include your:

Information we collect automatically when you use the Upfield Sites

We use cookies and other tools (such as web analytic tools and pixel tags) to automatically collect information about you when you use Upfield Sites, subject to the terms of this Privacy Policy and applicable data protection laws and regulations. The types of information we may collect automatically include (collectively, “Site Usage Information”):

Most internet browsers are initially set up to accept cookies. You can change the settings to block cookies or to alert you when cookies are being sent to your device. If you use different browsers, or use multiple devices, any changes will need to be made for each browser. If you disable cookies, this may impact your experience on Upfield Sites.

Information we collect from other sources

We may receive personal information about you from other sources if you have given permission for that information to be shared. This may include information from commercially available sources, such as public databases and data aggregators, and information from third parties. The types of personal information that we may collect from such sources include your:

Online advertising

We may share Site Usage Information (as discussed above) with third parties (e.g., advertisers, advertising agencies, advertising networks, data exchanges, social media platforms, etc.) in order to deliver to you tailored content on Upfield Sites or other third party sites, including more relevant advertising for products and services which may be of interest to you. These third parties may set and access their own cookies, clear gifs and similar tracking technologies on your device in order to help us or these third parties deliver tailored content and advertising to you when you visit Upfield Sites or third party sites based on predictions about your interests generated from your online browsing activities across websites.

In Canada, we have adopted the use of the AdChoices Icon which may appear on Upfield Sites and on or around certain tailored advertisements that we (or third parties) deliver to you based on your Site Usage Information and your other online browsing activities (“Tailored Ads”). You may click on the AdChoices Icon to receive more information about Tailored Ads, third parties involved in the delivery of Tailored Ads, and how to opt-out of certain types of Tailored Ads. Please note that even if you opt-out of Tailored Ads, you may still see advertisements about Upfield brands (such as ads related to the content of a webpage you are visiting or a search query, ads served randomly, or ads from third-parties that are not listed on the opt-out page).

For more information about Tailored Ads, visit

We may use your personal information:

We may use your personal information to:

We may use your personal information to:

We may use your personal information:

We use Google Analytics, which uses cookies and similar technologies to collect and analyze information about use of the Upfield Sites and report on activities and trends. This service may also collect information regarding the use of other websites, apps, and online resources. You can learn about Google’s practices by going to, and opt out of them by downloading the Google Analytics opt-out browser add-on, available at

Where we collect personal information for a specific purpose, we will not keep it for longer than is necessary to fulfil that purpose, unless we have to keep it for legitimate business or legal reasons. In order to protect information from accidental or malicious destruction, when we delete information from our services we may not immediately delete residual copies from our servers or remove information from our backup systems.

We may make available a service through which you can receive text or other types of messages from Upfield (such as short message service, or SMS, enhanced message service, or EMS, and multimedia message service, or MMS) on your wireless or mobile device (“Mobile Message Service”). If you subscribe to one of our Mobile Message Services, you agree to receive such messages from Upfield at the address or mobile number you provide for that purpose (unless and until you have elected to opt out of receiving such messages). For more information on how to opt-out follow the instructions in the Your privacy rights and who to contact section below. Another way to opt-out of receiving promotional text messages is to follow the instructions included with or linked from the communication.

You understand that your wireless carrier’s standard rates apply to these messages, and that you may change your mind and unsubscribe from such messages at any time. For details, consult your agreement with your carrier. You represent that you are the owner or authorized user of the wireless device you use to sign up for the Mobile Message Service, and that you are authorized to approve the applicable charges. In addition to meeting certain age restrictions and any other terms and conditions associated with each Mobile Message Service, you may be required to register personal information such as your name, text message, wireless address or mobile phone number. We may also obtain the date, time and content of your messages in the course of your use of the Mobile Message Service. We will use the information we obtain in connection with our Mobile Message Service in accordance with this Privacy Policy. Please note, however, that your wireless carrier and other service providers may also collect data about your wireless device usage, and their practices are governed by their own policies.

You acknowledge and agree that the Mobile Message Service is provided via wireless systems which use radios (and other means) to transmit communications over complex networks. We do not guarantee that your use of the Mobile Message Service will be private or secure, and we are not liable to you for any lack of privacy or security you may experience. You are fully responsible for taking precautions and providing security measures best suited for your situation and intended use of the Mobile Message Service.

We may share your personal information with trusted third parties as described in this privacy policy.

We may share your personal information with:

We may also share your personal information with other companies, organisations or individuals if we believe that disclosure of the information is necessary for legal reasons.

We may share your personal information to:

If we do share your personal information with a third party, we shall use our best efforts to ensure that they keep your information secure, take all reasonable steps to protect it from misuse and only use it in a manner consistent with this Privacy Policy and applicable data protection laws and regulations.

Upfield does not sell personal information, except to an entity to which we divest all or a portion of our business (for example, in connection with our sale of a brand), or otherwise in connection with a merger, consolidation, change in control, reorganization or liquidation of all or a portion of our business.

We may transfer your personal information to servers located outside the country in which you live or to affiliates or other trusted third parties based in other countries so that they may process personal information on our behalf. By using an Upfield Site or otherwise providing Upfield with personal information, you agree to us doing so in accordance with the terms of this Privacy Policy and applicable data protection laws and regulations.

You should be aware that many countries do not afford the same legal protection to personal information as you might enjoy in Canada. While your personal information is in another country, it may be accessed by the courts, law enforcement and national security authorities in that country in accordance with its laws. Subject to such lawful access requests, we promise that anyone processing your personal information outside your country of origin is required to implement measures to protect it and is only entitled to process it in accordance with Upfield’s instructions.

We take reasonable precautions, including physical, organizational, and technological security measures, to help keep your personal information secure and require any third parties that handle or process your personal information for us to do the same. Access to your personal information is restricted to help prevent unauthorised access, modification or misuse and is only permitted among our employees and agents on a need-to-know basis.

If you have any questions, comments or concerns about how we handle your personal information, then you may contact us by clicking the Contact Us link on the Upfield Site that directed you to this Privacy Policy.

You have the right to tell us if you:

To assist us in dealing with your request, please provide your full name and details. We may require you to verify your identity before allowing you to access your Personal Information. We will use reasonable efforts to comply with your request; however, in some cases we may not be able to allow you to access certain Personal Information in certain circumstances, for example if it contains Personal Information of other persons, or for legal reasons.

You may also write to our Privacy Officer at the following address: ǀ Upfield Canada Consumer Services Contact Centre, P.O. Box 38, Saint John, New Brunswick, E2L 3X1, Canada.

We may change this Privacy Policy from time to time by posting the updated version of the Privacy Policy on the Upfield Sites. We will give you reasonable notice of any material change. We encourage you to visit frequently to stay informed about how we use your personal information. Your continued use of the Upfield Sites or provision of personal information to us after such notice will be considered consent to the updated Privacy Policy.

In addition to this Privacy Policy, there may be specific campaigns or promotions which will be governed by additional privacy terms or policies. We encourage you to read these additional terms or policies before participating in any such campaigns or promotions as you will be required to comply with them if you participate. Any additional privacy terms or policies will be made prominently available to you.