B‑FRESH – Privacy Policy
Last updated: 17 April 2025
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1. About Us
This website, b-fresh.ae, together with all related digital services (collectively, the “Site”), is operated by BFRESH COLD JUICE & SOFT DRINKS PREPARING CO.L.L.C (“B‑FRESH”, “we”, “our”, or “us”), a limited liability company registered in Dubai, United Arab Emirates.
Registered Address: [B-Fresh – 786 Jumeira St – Umm Suqeim – Umm SuqeimJumeirah 3], Dubai, UAE.
For the purposes of:
– UAE Federal Decree-Law No. 45 of 2021 on the Protection of Personal Data (“UAE PDPL”), and
– DIFC Data Protection Law No. 5 of 2020 (where applicable),
B‑FRESH acts as the Data Controller of any personal data collected or processed through the Site or associated services.
Our designated Data Protection Officer (DPO) can be contacted at: [email protected]
2. Scope of This Policy
This Privacy Policy governs the manner in which B‑FRESH collects, uses, discloses, transfers, and safeguards your personal data when you:
– browse or interact with our Site;
– place an order or make a purchase through the Site;
– register for our customer loyalty programme, newsletters, or participate in promotional campaigns;
– communicate with us via webforms, email, telephone, or social media;
– take part in surveys, competitions, or events conducted by B‑FRESH, whether online or offline.
This Policy applies to all processing of personal data within and outside of the United Arab Emirates where such data originates from or is otherwise governed by UAE law.
3. Categories of Personal Data Collected
We may collect the following categories of personal data, depending on your interactions with B‑FRESH:
– Identity Information: such as your full name, date of birth, nationality, and gender.
– Contact Information: including your phone number, email address, and physical delivery address.
– Transactional Information: including order details, payment data (handled by secure third-party providers), and purchase history.
– Technical and Usage Information: including IP address, device information, cookies, browser type, operating system, and geolocation data (where permitted).
– Marketing Preferences: including your opted-in communication choices and response to promotional content.
– Social Media Interactions: such as data shared when engaging with our social media accounts or campaigns.
– Voluntary Feedback: such as survey responses, reviews, testimonials, or other user-generated content.
Personal data may be collected directly from you, automatically through your use of the Site, or indirectly via trusted third-party providers acting on our behalf.
4. Legal Basis for Processing
B‑FRESH processes personal data in accordance with the lawful bases permitted under UAE Federal Decree-Law No. 45 of 2021 and other applicable data protection laws. These bases include:
– Your explicit consent;
– The performance of a contract or pre-contractual steps;
– Compliance with applicable legal obligations;
– Protection of vital interests;
– Legitimate interests pursued by B‑FRESH or a third party, provided such interests do not override your fundamental rights and freedoms.
5. How We Use Your Personal Data
We process your personal data for the following purposes:
– To facilitate and fulfil your orders and transactions;
– To manage your account and preferences;
– To provide customer support and respond to your queries;
– To send service updates, notifications, and marketing communications (if you have consented);
– To personalise your online experience and improve our services;
– To analyse user behaviour and Site performance;
– To comply with applicable laws, regulations, and legal processes.
6. Sharing of Personal Data
We may disclose your personal data to the following categories of recipients:
– Third-party service providers engaged to support our operations (e.g., IT services, payment processors, logistics providers);
– Regulatory or governmental authorities if required by applicable law or legal obligation;
– Affiliates or business partners in the context of a merger, acquisition, or sale of assets;
– Professional advisors, including lawyers and auditors, where necessary.
All recipients are contractually obligated to implement adequate safeguards and process personal data in accordance with applicable data protection laws.
7. International Data Transfers
Where personal data is transferred outside the UAE, we ensure such transfers are conducted in accordance with the UAE PDPL and applicable international standards. This includes the use of:
– Adequate jurisdiction assessments by the UAE Data Office;
– Standard contractual clauses or binding corporate rules;
– Your explicit consent, where required.
8. Your Rights
You have the following rights under applicable UAE data protection laws:
– The right to access personal data we hold about you;
– The right to request rectification of inaccurate or incomplete data;
– The right to request deletion of personal data, subject to legal exceptions;
– The right to object to or restrict processing in certain circumstances;
– The right to withdraw consent at any time (where consent was the legal basis);
– The right to data portability where applicable.
To exercise your rights, please contact: [email protected]
9. Data Retention
We retain personal data only for as long as necessary to fulfil the purposes for which it was collected, or as required by applicable legal and regulatory obligations. Criteria for determining retention periods include the nature of the data, legal requirements, and operational necessity.
10. Data Security
We implement appropriate technical and organisational measures to ensure the confidentiality, integrity, and availability of personal data, including secure storage, encryption, access control, and regular security assessments.
However, no system can guarantee absolute security. Users are advised to take precautionary measures when transmitting data online.
11. Updates to This Policy
We may update this Privacy Policy from time to time to reflect changes in legal requirements or our data practices. Any modifications will be published on this page with a revised “Last Updated” date.
12. Contact Us
For any questions, concerns, or requests regarding your personal data or this Privacy Policy, please contact our Data Protection Officer (DPO) at: [email protected]
