Privacy Notice

Effective Date: 27/05/2025

Natural Balance (“we,” “our,” or “us”) provides this Privacy Policy which describes how we collect, use, and share the information of individuals who visit our website (“Site”), https://www.naturalbalance.wpengine.com/.

Information Collection

When using our Site, you may provide information about yourself, including your name, age, gender, email address, social media handles, mailing address, zip code, phone number, employment-related information, purchase history, pet types and other related information (e.g., a pet’s breed, sex, species, diet), product, shopping, and flavor preferences, breeder information, and any other information you choose to provide. For example, we may collect this information when you register for an account, buy or return a product, sign up for an e-newsletter, enter a contest, submit or post a recipe or other content, post on our site, or otherwise contact us. We may also collect your billing and shipping information when you place an order with us.

We (and other entities) automatically collect information relating to your interactions with us and our Sites, including browser type, IP address, pages visited and other activities on the Site, device type, operating system, screen size, date and time of site visit, and other information we collect through the use of cookies and similar technology. See the “Digital Advertising & Analytics” section of this Privacy Policy to learn more about the use of this information and the choices available to you. 

Information Use

We may use information we obtain about you for any lawful purpose, including the following:

• To tailor and send you information about products and offers;
• To operate, evaluate, and improve our Site and the products and services we offer;
• To conduct research and to develop new products and services;
• To respond to your requests, questions, and feedback;
• To respond to any issues or incidents reported from use of our products or services;
• To fulfill orders and communicate with you;
• To protect against and prevent fraud, unauthorized transactions, claims, suspected illegal activity, and other liabilities, and manage the security of our Site;
• To comply with applicable legal requirements and industry standards;
• With your consent, or as otherwise disclosed at the time information is collected.

We may use information that has been de-identified or aggregated without limitation.

Information Sharing

We may share the information we collect with other parties, including the following:

• With third parties who process information on our behalf for our own business and operational purposes, such as to send emails for us, run our websites and contests, process payments, provide advertising or marketing services, track advertising impressions, provide analytics services, investigate and prevent data incidents, audit our business and financial statements, vet job applicants, provide legal advice, place our advertisements on other platforms, and fulfill and ship orders;
• With any affiliates, subsidiaries, or joint venture partners that we may have now or in the future;
• As part of a corporate sale, merger, or acquisition, or other transfer of some or all of our assets, including as part of a bankruptcy proceeding;
• Pursuant to a subpoena, court order, governmental inquiry, or other legal process or as otherwise required by law, to protect our rights or the rights of third parties, or to protect the safety or security of any person or entity;
• With other partners if you are the winner of a contest or promotion;
• With your consent or as otherwise disclosed at the time of data collection or sharing.

We may share information that has been de-identified or aggregated without limitation.

Digital Advertising & Analytics

We use cookies (and other similar technologies) to collect data to improve your shopping experience. By using our website, you’re agreeing to the collection of data as described in our Privacy Policy.

We may partner with ad networks and other ad serving providers (“Advertising Providers”) that serve ads on behalf of us and others on non-affiliated platforms. Some of those ads may be personalized, meaning that they are intended to be relevant to you based on information Advertising Providers collect about your use of the Site and other sites or apps over time, including information about relationships among different browsers and devices. This type of advertising is known as interest-based advertising.

Natural Balance adheres to the Digital Advertising Alliance (“DAA”) Self-Regulatory Principles in connection with this interest-based advertising activity. You may visit the DAA Webchoices tool at www.aboutads.info to learn more about this type of advertising and how to opt out of this advertising on websites by companies participating in the DAA self-regulatory program. You can also exercise choices regarding interest-based advertising on your mobile device by downloading the appropriate version of the DAA’s AppChoices tool at https://youradchoices.com/appchoices.

If you delete your cookies or use a different browser or mobile device, you may need to renew your opt-out choices exercised through the DAA Webchoices tool. Note that electing to opt out will not stop advertising from appearing in your browser or applications. It may make the ads you see less relevant to your interests. We may also work with third parties that collect data about your use of the Site and other sites or apps over time for non-advertising purposes. Additionally, your browser may offer tools to limit the use of cookies or to delete cookies; however, if you use these tools, our Site may not function as intended.

Third-Party Links and Tools

Our Site may provide links to third-party websites or apps. We do not control the privacy practices of those websites or apps, and they are not covered by this Privacy Policy. You should review the privacy policies of other websites or apps that you use to learn about their data practices.

The Site also includes integrated social media tools or “plug-ins,” such as social networking tools offered by third parties. If you use these tools to share personal information or you otherwise interact with these features on the Site, those companies may collect information about you and may use and share such information in accordance with your account settings, including by sharing such information with the general public.

Your interactions with third-party companies and your use of their features are governed by the privacy policies of the companies that provide those features. We encourage you to carefully read the privacy policies of any accounts you create and use. 

State Privacy Rights

Specific U.S. states grant individuals certain rights under state privacy laws with respect to personal information we collect. If you are subject to the privacy laws of such states, this section of the Privacy Policy contains disclosures required by law and explains rights that may be available to you.

Personal Information We Collect and Disclose. In the preceding 12 months, Natural Balance collected and disclosed the following categories of personal information:

• Personal and online identifiers (such as real name, alias, postal address, unique personal identifier, online identifier, internet protocol address, email address, account name, or other similar identifiers);
• Characteristics of legally protected classifications (such as race or gender);
• Internet or other electronic network activity information (such as browsing history, search history, or information on a consumer’s interaction with a website, application, or advertisement);
• Inferences drawn from the above information about your preferences, characteristics, psychological trends, predispositions, behavior, attitudes, intelligence, abilities, or aptitudes; and
• Other information about you that is linked to the personal information above.

We share personal information for targeted advertising purposes but do not otherwise engage in “sales” of personal information as defined by state laws. Additionally, Natural Balance does not knowingly collect or solicit any personal information from children under the age of 16. Specifically, in the past 12 months, we have disclosed the following categories of personal information to third-party business partners – such as advertising networks – for advertising and marketing purposes, including targeted advertising:

• Identifiers;
• Payment and customer records information;
• Characteristics of protected classifications under California or federal law;
• Commercial, product, and preference information;
• Internet or other electronic network activity; geolocation data; audio, electronic or visual information; and
• Inferences.

Categories of Sources. We collect personal information from the following categories of sources:

• You;
• Our affiliates and joint venture partners;
• Our business partners;
• Our service providers; and
• Advertising companies and networks. 

Our Purposes for Processing Personal Information. We use and disclose the personal information we collect for our commercial and business purposes, as further described in the “Information Use” section of this Privacy Policy.

We may use and share de-identified information to the extent permitted by applicable law. When we use de-identified information, we maintain and use the information in de-identified form and do not attempt to re-identify it, except to check whether our deidentification processes satisfy the requirements of applicable law.

Recipients of Personal Information. We disclose the categories of personal information designated above to the categories of third parties listed above in the “Information Sharing” section of this Privacy Policy for commercial and business purposes. 

Your Rights. Residents of certain states have the following rights with respect to the personal information collected by Natural Balance. You may be able to exercise the following rights regarding personal information, subject to certain exceptions and limitations:

• The right to confirm whether we are processing personal information about you.
• The right to know the categories and specific pieces of personal information we collect, use, disclose, and sell about you; the categories of sources from which we collected personal information about you; our purposes for collecting or selling personal information about you; the categories of personal information about you that we have sold or disclosed for a business purpose; and the categories of third parties with which we have shared personal information.
• Depending on your state law, the right to receive a portable and readily usable copy of the personal information we have collected about you, to the extent feasible.
• The right to correct inaccuracies in the personal information we have collected about you.
• The right to request that we delete the personal information we have collected about you.
• The right to opt out of (i) the sharing or processing of personal information for targeted advertising; (ii) the sale of personal information; or (iii) profiling for decisions that have significant effects.  Please note that if you opt out of certain practices, we may be unable to provide you with some services.
• The right not to receive discriminatory treatment for the exercise of the above privacy rights.
• Choice regarding sensitive information. Depending on your state law, you can
  • Limit our processing of certain “sensitive” personal information;
  • Opt out of our processing of certain “sensitive” information; or
  • Withdraw consent for such processing if you previously gave it.

To exercise any of the above rights, please contact us using the following information and submit the required verifying information:

• By email at info@naturalbalance.com.
• By phone at 800-829-4493.

We may deny certain requests, or fulfill a request only in part, based on our legal rights and obligations. For example, we may retain personal information as permitted by law, such as for tax or other record keeping purposes, to maintain an active account, and to process transactions and facilitate customer requests.

Additionally, for individuals subject to certain state laws, if you have submitted a request that we have not reasonably fulfilled, you may contact us to appeal our decision by sending an email with the subject line “Appeal” to info@naturalbalance.com (using “Appeal – State Privacy Rights” as the heading).

Authorized Agent. Depending on your state law, you may designate an authorized agent to make requests on your behalf, by designating such an agent in writing or through a power of attorney. We will require the agent to provide us with proof that you have authorized the agent to make requests on your behalf prior to accepting requests from the agent. 

Verification Process and Required Information. Note that we may need to request additional information from you to verify your identity or understand the scope of your request. You will not be required to create an account with us to submit a request or have it fulfilled. We will require you to provide, at a minimum, basic contact information like your name, email address, zip code and phone number. 

Retention

We retain personal information in identifiable form only for the period necessary to fulfill the purposes for which the personal information has been provided to us or, if longer, to comply with legal obligations, to resolve disputes, to enforce agreements, or to satisfy and similar essential purposes. To determine the appropriate retention period for personal information, we consider the amount, nature, and sensitivity of the personal information, the potential risk of harm from unauthorized use or disclosure of personal information, the purposes for which we process personal information, and whether we can achieve those purposes through other means, and the applicable legal requirements. Once the retention period expires and if not otherwise required to retain information by law, we will delete or de-identify personal information.

Changes to our Privacy Policy

If our information practices change, we will post these changes on this page. We encourage you to visit this page periodically to learn of any updates.

Contact Us

If you have any questions about this Privacy Policy or want to correct or update your information, please email us at info@naturalbalance.wpengine.com. You can also write to us or call toll free at:

Natural Balance Pet Foods, Inc.
19425 Soledad Canyon Road #302
Canyon Country, CA 91351

1 (800) 829-4493
Monday – Friday  8:00AM – 5:00PM CST