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In safe Paws

Beautiful Joes takes your privacy seriously. We are committed to protecting your personal information. This policy sets out how Beautiful Joe’s uses the information that you provide us with in order to provide you with our products, service and advice, when requested.

About us

  • We’re a small artisan food producer based in Pewsey, Wiltshire.
  • We’re concerned about all animal welfare – in addition to giving away half the treats we make, we donate 1% of food sales to Compassion in World Farming.
  • In line with legal requirements we are registered and approved by DEFRA. Our registration Approval Number 45/112/8002/ABP/PTF
  • We have obtained ISO140001 environmental accreditation

Who we are

Our company name is The Darling Experiment Limited (TDE)

We are responsible for the following brands: Honey’s Real Dog Food, Beautiful Joe’s Ethical Dog Treats, and The Darling Butch

Our registered office is 16 Great Queen Street, Covent Garden, London, WC2B 5AH

Our company number is 6862946.

Our postal address is:

Beautiful Joe’s Ethical Dog Treats
Darling’s House
1-3 Salisbury Road Business Park
Wiltshire SN9 5PZ


The Darling Experiment Ltd (TDE) collects information from the public in a number of different ways. For example, we ask for contact and other information when members of the public contact us for information about our treats. This may include information such as your name, email address or phone number in the first instance. We use this information to keep a record of our communications with you.

If you decide to make a purchase from us we need to gather such information as your delivery address, a second contact name, second contact details, any alternative delivery address (for example your holiday home) and a password for your account. We may also take details about your dog or cat. These would include name, date of birth, breed and medical history.

Most of our orders are sent by Royal Mail. For very large orders we may decide to use an overnight courier. If we use a courier we will pass your address, phone number and email address on to our courier partners. They are data controllers in their own right and are fully responsible for the legal safeguarding of your information.

Our payment processing partner is Total Web Solutions. They are fully PCI DSS Level 1 compliant and secure their systems to the highest standard.

We will use your personal data to contact you with information and updates with regards your order or enquiry. This may be by post (within your parcel delivery) email, telephone or text message, depending on your preferences. We will also continue to ask about your marketing preferences, to ensure that you are still happy to be contacted by us and by which means.

Unless otherwise stated we will keep your data secure for six years after your final transaction with us.


The Law on Data Protection is derived from various pieces of legislation (can be found in a number of places). The GDPR states that personal data (information relating to a person that can be individually identified) can only be processed if there is a legal ground to do so. Activities like collecting, storing and using personal information would fall into the GDPR’s definition of processing. The GDPR provides six legal grounds (reasons) under which personal information can be processed (used) in a way that is lawful. For the processing to be permitted by law (lawful), at least one of the legal grounds must apply.

The four legal grounds that are most relevant to TDE’s use of your personal information are:

  • Consent
  • Legitimate Interest
  • Contract
  • Legal Obligation


TDE will only use your personal information if we have:

  • Asked you and have a record of your express and recent consent for us to do so;
  • A ‘Legitimate Interest’ to do so to ensure we deliver your order and service your account to the best of our ability. Including reminding you via email when you might have run low on treats. Our use will be fair and balanced and never unduly have an impact on your rights;
  • A sales contract with you that we can only fulfil by using your personal information, e.g. to send you a product that you have purchased;
  • A legal obligation to use or disclose information about you, e.g. A court order may require us to process personal data for a particular purpose.

In extreme situations, such as an accident or medical emergency, we may share your personal details with the emergency services if it is essential for the preservation of life (yours or another persons’) for us to do so. This is the ‘vital interest’ ground for using your personal information. After the emergency, we will always try to inform you about how we had to use your information in that extreme situation.

We will not unduly prioritise our interests as a pet food manufacturer and retailer over your interests as an individual. We will always balance our interests with your rights. We will only use personal information in a way and for a purpose that you would reasonably expect in accordance with this Policy.

TDE will not rent, swap or sell your personal information to other organisations for them to use in their own marketing activities. We will on occasion put a leaflet about goods or services we feel might interest you, into your delivery parcel.


TDE will always ask for your consent before we communicate with you for certain purposes. For example, we will only email or phone you about your product order if we have an accurate record of your recent and freely given consent to do so.

You can withdraw your consent at any time by phoning 01672 620 260 or emailing

There are times when it is not practical to obtain and record consent. At those times, we will only process personal information if that processing would meet another legal ground e.g. Legitimate Interests, in which case we would only process in accordance with the law’s strict rules on legitimate interest processing.


For the purchase of one off items and purchasing on an ad hoc basis, purchasing regularly or purchasing using a standing order.

We will collect the required data in order to prepare, pack, take payment and send your order to you. We may contact you by phone or email to ensure your first order is as expected, and to check that you are happy with your products. We will not contact you after that point unless you are purchasing regularly or by standing order. Your data will remain on our secure database until you decide to close your account or it will automatically be archived after 14 months of no activity and deleted after 6 years.

What is Legitimate Interest


This legal ground for processing means that organisations can process your personal information if they:

  1. Have a genuine and legitimate reason for doing so
  2. That use does not harm any of your rights and interests as an individual

We do not unduly prioritise our legitimate business interests as a pet food manufacturer & supplier over your interests as an individual. We always respect your rights. Which is why we carry out a balancing exercise of the rights of the business with the rights of our customers and prospective customers.

We believe that the best way to look after the interests of our customers and prospective customers is to consider their unique requirements and product and service expectations. As a result, we have established the following categories of TDE customer and prospective customer. This provides us with an additional method for assessing that we use your personal information in a way that matches your relationship with us; your interests; and your expectations about your rights.

The groups for our data protection customer needs assessments are, people that have:

  • Regularly ordered from us and have requested timely reminders
  • Requested regular standing orders


We believe that people who contact us are interested in nutritional advice and purchasing the food / treats that we manufacture. Unless you tell us not to, we think you are content for us to process (keep and use) your personal information for the following lengths of time. As of May 2018, we promise not to keep your personal information for longer than we specify below. This is not the length of time that we will continue to contact you – this could be a shorter period of time (see below for an explanation on our personalised approach to communications).

  • Regularly ordered from us and have requested timely reminders

We will collect the required data in order to prepare, pack and send your order to you. We will contact you by phone or email to ensure your first order is as expected and to check that you are happy and your dog/cat has taken to the new food / products. We will offer and if you consent, we will set up a regular reminder service which is an email created and sent by our database approximately one week before you are likely to run out of treats to remind you that you might like to order more supplies. This will continue unless you tell us to stop or if you do not respond to us after two rounds of contact it will automatically stop. We will then endeavour to contact you to see if you would like your account closed and data removed. Your data will remain on our secure database until you decide to close your account or it will automatically be archived after 14 months of no activity and deleted after 6 years.

  • Requested regular standing orders

We will collect the required data in order to prepare, pack and send your order to you. We will contact you by phone or email to ensure your first order is as expected and to check that you are happy and your dog/cat has taken to the new food / products. We will then arrange for a regular standing order of treats to be despatched to you at agreed intervals (usually every 4 weeks). You will receive an email sent by our database approximately one week before your delivery confirming the date the treats will arrive and giving you the option of cancelling or re-arranging the delivery. You can stop your deliveries at any time prior to despatch and you can request your account to be closed and data removed. Your data will remain on our secure database until you decide to close your account or it will automatically be archived after 14 months of no activity and deleted after 6 years.


We aim to be clear about what information we collect, to enable you to make meaningful choices about how it is used. When it is necessary we will contact you for administrative purposes, e.g. to contact you regarding a new order, payment or delivery or to understand your next order requirements. We will also hold the minimum personal information required to service your account and support our ability to respect your preferences for communication with us.

DatA sharing

Your data is only shared with our partner data processers or data controllers in order to fulfil a request from you, for information or products and services from Beautiful Joes. For example your delivery data will be transferred to our trusted couriers to enable delivery of your goods. Your card details will be input into our fully compliant payment provider’s secure system in order to process a payment if you choose to pay for goods by card. In these circumstances it is necessary for TDE to give relevant staff at our service providers access to your personal information. This access is only granted to the extent necessary for them to perform their services for us. We require all service providers to comply with strict rules to protect the information you have given us.

We do not share, sell or swap your information with other organisation for their own marketing.

Like all organisations, we comply with requests for the disclosure of personal information where this is required or permitted by law . This could include requests from law enforcement or tax agencies. In these circumstances, the request must be submitted in writing and in accordance with the relevant legal requirements.

If you believe your privacy rights have been violated, you may file a complaint with us or with the Information Commissioners office


TDE guarantee our commitment to respecting and protecting your online privacy. This includes your need and your right to know what we do with the personal information you share with us. It also guides our company’s policies regarding the management of this data, including how the information is collected, processed, and for what purposes.

Collection of data

Every time you log on to our website your IP (Internet Protocol) address registers on our servers. Your IP address reveals no information other than the number assigned to you. We do not use this technology to get any personal data against your knowledge or free will (i.e., automatically recording e-mail addresses of visitors). Nor do we use it for any purpose other than to help us monitor traffic on our website, or (in case of criminal activity or misuse of our information) to cooperate with law enforcement.


The list below describe the cookies we use on this site and what we use them for.

First party cookies

This website has software (Clicky, GoogleMetrica and Microsoft Clarity) so we can check it’s working as it should and help us improve it.

These tools use ‘cookies’ – small text files kept on your device to collect standard internet log info and movement on the website in an anonymous form.

The info generated by the cookie (including IP address) is transmitted to the respective analytics provider – all of whom are GDPR compliant.

To opt out of analytics:

  • Clicky – opt out here (external link).
  • Google – opt out with browser add-on – details (external link).
  • Metrica – opt out with browser add-on – details (external link).
  • Microsoft Clarity – opt out by selecting Microsoft – here (external link).

IP Addresses

  • We use analytics software to view IP addresses of visitors to this website.
  • We do so in order to reduce/prevent click fraud.
  • We do so as a legitimate interest.

Third Party Cookies

  • We have no third party cookies.


The emails we send you have no tracking in at all. They are informative emails responding to a request for information and service emails with invoices attached.

Web security

Financial transactions made online to TDE using this site are secure. No one can access your credit card details via the Internet.

How our website works

When you have completed your order, your web browser will be connected directly to our secure server. You can see that the connection is secure by looking at the padlock or key icon in the bottom left hand corner of your browser. Your browser may also alert you to the fact that you are connecting to a secure server, and if so, it will also tell you when you are closing the secure connection once you have made your payment. This is for your information only. Our secure server communicates with your browser using SSL (Secure Sockets Layer) protocols, so that all your personal information, including credit card number and your name and address, is encrypted. This process takes the words and figures you enter, and converts them into bits of code that are then securely transmitted over the Internet.

Other legal stuff

Terms and conditions

These terms and conditions are – and this won’t surprise you – our terms and conditions. There isn’t really much to say about them except that we have bullied our solicitors into writing them in something approximating plain English and we have avoided sneaky little small print.


These terms and conditions are effective from 1 January 2014 until further notice. These terms and conditions apply to (a) any orders made using our website, (b) any orders made in writing and (c) any orders made verbally. In fact, they apply to all orders.


There is information about dog treats, dog health and other dog-related subjects on this website. Our solicitor insisted that we make a number of points clear with regard to this information. The information contained in the material in this website is only for information purposes. The material on this website does not constitute advice and you should not rely on any material on this website to make (or refrain from making) any decision or take (or refrain from taking) any action. TDE does not make any warranty or representation as to the accuracy or fitness for purpose of any material on this website or the reliability of the access to this website. In no event do we accept liability of any description, including liability for negligence for any damages or losses (including, without limitation, loss of business, revenue, profits, or consequential loss) whatsoever resulting from use of or inability to use this website. TDE makes no warranty that this website (or websites which are linked to this website) is free from computer viruses or any other malicious or impairing computer program. The pages contained in this website may contain technical inaccuracies and typographical errors (in fact, it’s bound to) The information in these pages may be updated from time to time and may at times be out of date. We accept no responsibility for keeping the information on these pages up to date or liability for any failure to do so.


TDE will process your order promptly and will deliver it as soon as we reasonably can.

In the unlikely event that any of the products are not in stock, delivery may be delayed. We will keep you informed via email (or telephone if you have not supplied an email address) of the progress of your order and offer you a partial shipment.

Should delivery be undertaken in several stages for technical or logistic reasons, shipping costs will only be applied once.

Returns policy

We are proud to say that almost all our customers come to us by word of mouth. In order to ensure that we maintain our reputation for quality, service and integrity we guarantee that your treats will arrive in first-class condition on the promised date. If you are dissatisfied with the quality of our treats simply follow the instructions in the delivery package and we will refund the cost in full and without argument.

This returns policy does not affect your statutory rights.


If your dog doesn’t tell you immediately and in perfect English (even if he or she has only ever spoken another language, say Mandarin), that our treats are the very best he or she has ever tasted, we’ll refund your money in full and send you a photograph of us actually eating our hats. Under these circumstances we will, of course, expect to receive back all but 10g of the treats supplied. If your dog has eaten more than 10g of our treats, the deal is off and our guarantee is null and void and our hats can breath a huge sigh of relief. Incidentally, we reserve the right to choose the hat we eat and to prepare and season it to taste.


Our business is located in England and governed by English law, and the exclusive jurisdiction of the English courts will apply.