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Privacy Policy

Last updated: 10 October 2023


Petgood AB cares about privacy and protecting the Personal Data handled by us. This means that we care about your personal integrity and actively work to protect it.   

In this Policy we overall describe how and the purposes for which we use your Personal Data as well as what lawful basis we use and what measures we take to protect Personal Data. We also provide information on how you exercise the rights you have linked to our Processing of Personal data.   

Petgood AB, registration number 559263-1351, ("Petgood AB", "we", "us", "our") is the Controller of all Personal Data listed in this Privacy Policy (the "Policy").   

This Policy provides information on how we handle Personal Data when you communicate with us or visit our website   


"Applicable Law" refers to the legislation applicable to the Processing of Personal Data, including the GDPR, supplementary national legislation, as well as practices, guidelines and recommendations issued by a national or EU supervisory authority.

"Controller" is the company/organisation that decides for what purposes and in what way personal data is to be processed and is responsible for the Processing of Personal Data in accordance with Applicable Law.

"Data Subject" is the living, natural person whose Personal Data is being processed.

"Personal Data" is all information relating, directly or indirectly, to an identifiable natural person.

"Processing" means any operation or set of operations which is performed on Personal data, e.g. storage, modification, reading, handover and similar.

"Processor" is the company/organisation that processes Personal Data on behalf of the Controller and can therefore only process the Personal Data according to the instructions of the Controller and the Applicable Law.

"The Products" are complete or complementary dog and cat food products containing insect-based protein. Other non-food products, include toys and merchandise for sale.

The definitions above shall apply in the Policy regardless if they are capitalised or not.


The information in this Policy covers Personal Data Processing for which Petgood AB is the Controller. As a Controller we are responsible for the Processing for which we decide the purpose of ("the why") and the means for the Processing (what methods, what Personal Data and for how long it is stored. The Policy does not describe how we Process Personal Data in the role of a Processor - i.e. when we process Personal Data on behalf of our customers.   

We sell products through our website and need to collect various information in order to send an order. During the registration or ordering process we collect some or all of the following information: your name and address, your contact telephone numbers (to enable us to contact you in the event of a query), your email address, your card details and billing information for credit/debit card purchases, and other information that you provide to us.   


We have a responsibility to describe and demonstrate how we fulfill the requirements that are imposed on us when we Process your Personal Data. This section aims to give you an understanding of what type of Personal Data we Process and on what reasons.   


The intended recipients of this Policy are the following groups, whose data we store in accordance with the criteria set out below.   

  • Users of the Services
    Personal data of the users will be stored during the period that they use the Service and to comply with legal obligations, such as handling alleged errors in the Service.

  • Potential customers
    Personal data of potential customers will be stored during the period required to determine whether or not they wish to enter into an agreement.

  • Customers
    Personal data of customers will be stored during the period it takes to deliver products and during the period necessary to comply with legal obligations, such as handling a reclamation.


The personal information of visitors to our website will be processed in accordance with our cookie policy.

Petgood AB uses cookies and similar tracking technologies to provide you with the absolute best user experience. More information on how we use cookies can be found in our Cookie Policy (


The main purpose of the data processing undertaken by us is to provide, carry out and improve our services to you. There are several different reasons why we may need to collect, manage and save your data.   

We mainly Process Personal Data for the following purposes:   

  • Contact details to be able to confirm your identity, to verify your personal and contact details and to be able to communicate with you 

  • Information on your usage of the service or product to improve our services provided to you 

  • IP-adress to perform customer analysis and for content on our site to be presented effectively to you and the device you use

  • Consumption patterns to be able to provide you with specific offers

  • Payment information to be able to offer e.g. direct debit and other payment options


We collect your Personal Data in a number of different ways. We mainly get access to your Personal Data by you providing your Personal Data to us.


In order for us to be able to process your Personal Data, it is required that we have so-called legal basis for each process. In our business, we process your personal data mainly on the following grounds:   

Consent - Petgood AB may process your personal data after you have given your consent to the Processing. Information regarding the processing is always provided in connection to the request of consent.   

Performance of a contract - The Processing is necessary for the performance of a contract entered between us and the Data Subject, or to prepare for entering into an agreement with the Data Subject.   


You are the one in control of your Personal Data and we always strive to ensure that you can exercise your rights as efficiently and smoothly as possible.   

Access - You always have the right to receive information about the Processing of data that concerns you. We only provide information if we have been able to verify that it is you that are requesting the information.   

Rectification - If you find that the Personal Data we process about you is incorrect, let us know and we will fix it!   

Erasure - Do you want us to completely forget about you? You have the right to be forgotten and request deletion of your Personal Data when the Processing is no longer necessary for the purpose for which it was collected. If we are required to retain your information under applicable law or a contract that we have entered with you, we will ensure that it is processed only for the specific purpose set forth in such applicable law or contract. We will thereafter erase the information as soon as possible.   

Objections - Do you disagree with our assessment that a legitimate interest for Processing your Personal Data overrides your interest in protecting your privacy? Don't worry - in such case, we will review our legitimate interest assessment. Of course, we add your objection to the balance and make a new assessment to see if we can still justify our Processing of your Personal Data. If you object to direct marketing, we will immediately delete your personal information without making an assessment.   

Restriction - You can also ask us to restrict our Processing of your Personal Data.   

  • Whilst we are Processing a request from you for any of your other rights;

  • If, instead of requesting erasure, you want us to limit the Processing of Personal Data for a specific purpose. For example, if you do not want us to send advertising to you in the future, we still need to save your name in order to know that we should not contact you; or

  • In cases where we no longer need the information in relation to the purpose for which it was collected, provided that you do not have an interest in retaining it to make a legal claim.

Data portability - We may provide you with the data that you have submitted to us or that we have received from you in connection with a contract that we have entered with you. You will receive your information in a commonly used and machine-readable format that you can transfer to another personal data manager.   

Withdraw consent - If you have given consent to one or several specific Processing(s) of your Personal Data, you have the right to withdraw your consent at any time and thus ask us to terminate the Processing immediately. Please note that you can only withdraw your consent for future Processing of Personal Data and not for Processing that has already taken place.   


Any requests to exercise your rights can be directed to us through the contact details provided in this document. Please note that we may ask you to verify your identity before responding to such requests. Your request must provide sufficient information that allows us to verify that you are the person you are claiming to be or that you are the authorized representative of such person. 

If we receive your request from an authorized representative, we may request evidence that you have provided such an authorized representative with power of attorney or that the authorized representative otherwise has valid written authority to submit requests on your behalf. 

You must include sufficient details to allow us to properly understand the request and respond to it. We cannot respond to your request or provide you with Personal Information unless we first verify your identity or authority to make such a request and confirm that the Personal Information relates to you.


In order to run our business, we may need help from others who will process Personal Data on our behalf, so-called Processors.   

We process all personal data within the EU/EEA except for the data handled by our data processor Klaviyo. They, in turn, have included the "European Commission’s Standard Contractual Clauses" in their DPA (Data Processing Agreement), which can be read in its entirety at   

We have entered into Data Processing Agreements (DPA) with all our Processors. The DPA sets out, among other things, how the Processor may process the Personal Data and what security measures are required for the Processing.   

We may also need to disclose your personal information to certain designated authorities in order to fulfill obligations under applicable law or legally binding judgements.   


To follow are categories of recipients with whom we may share your data:   

  • Advertising agencies and suppliers of print and advertising.

  • Statistics to contribute to industry statistics and to improve the customer experience.

  • Our warehouse to be able to send orders to customers


Petgood AB has taken technical and organisational measures to ensure that your Personal Data is processed securely and protected from loss, abuse and unauthorised access. In case your Personal Data is shared with Processors, your Personal Data will be equally protected.    


Organisational security measures are measures that are implemented in work methods and routines within the organisation:   

  • Internal governance documents (policys/instructions) 

  • Login and password management 

  • Information security policy

  • Physical security (premises etc.)

Technical security measures are measures implemented through technical solutions:   

  • Back-up 

  • Regular security inspection 

  • Two-step verification 


If you think that we are not Processing your Personal Data correctly, even after you have notified us of this, you are always entitled to submit your complaint to the Swedish Authority for Privacy Protection.   

More information about our obligations and your rights can be found at You can contact the authority via e-mail at:   


We reserve the rights to make changes to this Policy. In the event that the change affects our obligations or your rights, we will inform you about the changes in advance so that you are given the opportunity to take a position on the updated policy.   


Please contact us if you have questions about your rights or if you have any other questions about how we process your personal information: