Privacy & Cookies Policy

Last updated: 14 July 2026

1. Who we are

Vala Fresh Ltd ("Vala Fresh", "we") is a wholesale fruit and vegetable supplier registered in England & Wales, company number 16734737, with its registered office at Unit A1, Brantwood Road, Tottenham, London N17 0DX. We are the data controller for the personal data described in this policy. Contact: hello@valafresh.co.uk · 0330 190 1903.

2. What we collect

• Business contact details — your name, business name, role, phone number, email and delivery address when you enquire or open a trade account.
• Order information — the products you buy, order history, delivery details and payment status.
• Communications — messages you send us on WhatsApp, by email or by phone. Calls and WhatsApp conversations (including with our AI assistant) may be recorded and monitored for quality, training and order accuracy.
• Website data — cookie-based data as described in section 6, only with your consent where required.

3. How we use it

• To set up and manage your trade account, take orders and deliver them.
• To invoice, take payment and, where you apply for credit, to process that application.
• To answer questions via our team or our AI assistant, and to improve those services.
• To send service updates about your orders and, where you agree, marketing you can opt out of at any time.

4. Lawful bases

We rely on performance of a contract (your trade account and orders), legitimate interests (running and improving a B2B wholesale business, fraud prevention, call monitoring), consent (non-essential cookies and marketing) and legal obligation (accounting and tax records).

5. Who we share it with

Trusted service providers who help us operate, under contract and only as needed: customer-communication platforms (e.g. respond.io for WhatsApp), telephony (Telnyx), our ERP and invoicing systems (Odoo), payment and credit providers (e.g. iwoca — only if you apply for trade credit), and delivery routing. If you consent to marketing cookies, advertising platforms (e.g. Meta) receive limited usage data as described in section 6. We do not sell personal data.

6. Cookies

We use three categories of cookies: Necessary (site functionality — always on), Statistics (anonymous usage analytics) and Marketing & personalisation (advertising and remarketing, e.g. Meta). Non-essential cookies are only set after you opt in via our consent banner. You can change your choice at any time using the Manage cookies control.

7. Retention

Account and order records are kept for 6 years after your last transaction (HMRC requirements). Communications are kept for up to 24 months unless needed longer for a dispute. Cookie choices are stored on your device until you clear them.

8. Your rights

Under UK GDPR you may request access, correction, erasure, restriction, portability, or object to processing, and withdraw consent at any time. Email hello@valafresh.co.uk. You may also complain to the Information Commissioner's Office (ico.org.uk).

9. Changes

We will post any changes to this policy on this page and update the date above.