Privacy Policy
Coffee for good. Putting fairness first.
Effective Date: 11/01/2026
This Privacy Policy describes how Amero (trading name of Africa Coffee Trading Ltd, Company Number No. 1208471, registered office: The Registrar of Companies for England and Wales (2019), located at 37th Floor One Canada Square, Canary Wharf, London, United Kingdom, E14 5AA, collects, uses, stores, and protects your personal data when you use our website www.amerocoffee.com or purchase our products.
We are committed to protecting your privacy and handling your personal data in accordance with the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.
2.1 Data Controller
Africa Coffee Trading Ltd (trading as Amero) is the data controller responsible for your personal data. If you have any questions about this Privacy Policy or how we handle your data, please contact us at info@amerocoffee.com.
2.2 What Personal Data We Collect
We collect the following categories of personal data:
2.2.1 Identity and Contact Data
Full name
Email address
Phone number (if provided)
Billing address
Delivery address
2.2.2 Transaction and Payment Data
Order details (products purchased, quantities, prices)
Payment method (credit/debit card type, last 4 digits)
Transaction history
Important: We do not store your full credit card details. Payment information is processed securely by our payment providers (Stripe, PayPal, Apple Pay, Google Pay) and encrypted according to PCI-DSS standards.
2.2.3 Technical and Usage Data
IP address
Browser type and version
Operating system
Pages visited and time spent on each page
Referring website (how you arrived at our Site)
Device type (mobile, tablet, desktop)
2.2.4 Marketing and Communication Preferences
Email marketing preferences (opt-in/opt-out)
Communication history (emails, customer service interactions)
2.3 How We Collect Your Personal Data
Directly from you: When you create an account, place an order, subscribe to our newsletter, or contact customer service.
Automatically: Through cookies and similar technologies when you browse our Site (see our Cookie Policy).
From third parties: Such as payment processors, analytics providers, or delivery partners.
2.4 Why We Use Your Personal Data (Purposes)
We use your personal data for the following purposes:
2.4.1 To Fulfil Your Orders
Process and deliver your orders
Manage payments and refunds
Handle subscriptions and recurring orders
Communicate with you about your order (confirmations, shipping updates, delays)
Legal basis: Performance of a contract (you have purchased our products).
2.4.2 To Improve Our Website and Services
Analyse website usage and user behaviour
Identify technical issues and improve site performance
Test new features and services
Legal basis: Legitimate interests (improving our services and user experience).
2.4.3 To Send You Marketing Communications (With Your Consent)
Newsletter about new products, offers, and coffee news
Personalised product recommendations
Promotional offers and special events
Legal basis: Your consent (you can withdraw consent at any time by unsubscribing).
2.4.4 To Comply with Legal Obligations
Tax and accounting requirements (e.g., VAT records)
Respond to legal requests (e.g., court orders)
Prevent fraud and protect our business
Legal basis: Compliance with legal obligations.
2.5 Who We Share Your Personal Data With (Recipients)
We may share your personal data with the following trusted third parties:
Payment processors: Stripe, PayPal (to process your payments securely)
Delivery partners: Royal Mail, DPD (to deliver your orders)
Email service providers: To send you order confirmations, newsletters, and marketing emails
Analytics providers: Google Analytics, Hotjar (to analyse website usage)
Advertising platforms: Facebook, Google Ads, Meta (to show you relevant advertisements)
Legal and professional advisors: Lawyers, accountants, auditors (when required)
Law enforcement or regulators: When required by law
We require all third parties to respect the security of your personal data and to treat it in accordance with the law. We do not allow them to use your data for their own purposes.
2.6 International Data Transfers
Some of our service providers are based outside the United Kingdom (e.g., in the United States or European Union). When we transfer your personal data internationally, we ensure it is protected by:
UK adequacy decisions (for countries deemed to have adequate data protection)
Standard Contractual Clauses (SCCs) approved by the UK Information Commissioner's Office
Other appropriate safeguards required by UK GDPR
2.7 How Long We Keep Your Data (Data Retention)
We only retain your personal data for as long as necessary to fulfil the purposes for which it was collected, including legal, accounting, or reporting requirements.
Order and transaction data: 7 years (for tax and accounting purposes)
Marketing data (with consent): Until you withdraw consent or unsubscribe
Account data: Until you close your account or request deletion
Technical/analytics data: Up to 24 months
2.8 Your Data Protection Rights (Under UK GDPR)
You have the following rights regarding your personal data:
Right of access: Request a copy of the personal data we hold about you
Right to rectification: Correct inaccurate or incomplete data
Right to erasure ('right to be forgotten'): Request deletion of your data in certain circumstances
Right to restrict processing: Limit how we use your data
Right to data portability: Receive your data in a structured, commonly used format
Right to object: Object to processing based on legitimate interests or for marketing purposes
Right to withdraw consent: Withdraw consent at any time (for marketing emails, cookies, etc.)
To exercise any of these rights, please contact us at info@amerocoffee.com. We will respond to your request within one month.
2.9 How We Protect Your Data (Security)
We take the security of your personal data seriously and have implemented appropriate technical and organisational measures to protect it, including:
Encryption of data in transit (SSL/TLS)
Secure payment processing (PCI-DSS compliant)
Access controls (only authorised personnel can access personal data)
Regular security audits and testing
Data backup and disaster recovery procedures
However, please note that no method of transmission over the internet is 100% secure. We cannot guarantee absolute security but will do everything reasonably possible to protect your data.
2.10 Changes to This Privacy Policy
We may update this Privacy Policy from time to time to reflect changes in our practices or legal requirements. Any changes will be posted on this page with an updated "Last Updated" date. For material changes, we may also notify you by email.
2.11 Right to Complain to a Regulator
If you are not satisfied with how we handle your personal data, you have the right to lodge a complaint with the UK Information Commissioner's Office (ICO):
Website: www.ico.org.uk
Phone: 0303 123 1113
Address: Information Commissioner's Office, Wycliffe House, Water Lane, Wilmslow, Cheshire SK9 5AF
2.12 Contact Us
If you have any questions about this Privacy Policy or how we handle your personal data, please contact us:
Email: info@amerocoffee.com
Contact form: www.amerocoffee.com/get-in-touch
Postal address:
37th Floor One Canada Square,
Canary Wharf,
London, United Kingdom,
E14 5AA
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Coffee for good. Putting fairness first.
www.amerocoffee.com