Privacy Policy

Privacy Policy


1. Introduction

East End Foods Plc (“EEF”) is committed to safeguarding and preserving your privacy when you visit our Site and also when you communicate electronically with us. This notice explains our online information practices and provides an explanation as to the way any personal data that you may provide us with is collected, stored and/or used. We will use any personal information collected from the Site in accordance with all laws and regulations relating to the protection of personal data in the UK including the Data Protection Act 1998 (the "Data Protection Act"). Further details on the Data Protection Act can be found on the Information Commissioner's website (

This website ( ) (“Site”) is operated by East End Foods Plc. Our registered office is at: East End Cash & Carry, 
East End Towers, 5 
Upper Thomas Street
, Aston
, Birmingham
, B6 5AD. If you have any queries relating to this policy, please see the Contact Us part of the Site and we will reply back to you as soon as we can, or write to us at

By accessing, browsing or otherwise using this Site, you confirm that you have read, understood and agree to this Privacy Policy in its entirety. If you do not agree to this Privacy Policy in its entirety, you must not use this Site.

2. The Information We Collect and why:

You can access many of the pages on the Site without giving us your personal information however you may be required to provide us with your personal information on some pages of the Site.

For example when:

  • You register as a member of the Site;
  • You place an order for our products;
  • You provide comments and feedback or participate in discussion forums;
  • You contact us with a query or complain; or
  • We inform you about changes and improvements to the Site.

In the above instances we may collect some or all of the following personal data about you:

  • where you have registered with us, your first & last name, email address, user name and password, gender, date of birth and nationality and your address;
  • where you submit a query, complaint or feedback to us, the details thereof;
  • see Additional Information collected (below)

3. Children

We do not and will not knowingly collect information from any unsupervised person under the age of 16. If you are under the age of 16, you cannot register as a member of the Site and must not submit any personal data to us.

4. Additional Information Collected

Users' Internet Protocol (IP) addresses are automatically logged by our web server and are used by us and our partners to analyze activity on the Site at an aggregate level (number of visits and geographic optimization etc). They are not cross-referenced with any other information such that an individual person could be identified. This information helps EEF in its strategic development of the Site, in optimizing advertising on the Site and also helps us audit usage requirements.

Cookies are very small text files saved to your computer used to track user navigation around the Site. The type of information we collect includes content viewed, pages, site sections and videos. By supplementing our records, this information helps us learn things like what pages are most attractive to our visitors, which of our services are of most interest to our users and what kinds of things our users like to see and the number of users responding to campaigns. Our use of cookies may also allow registered users of the Site to be presented with a personalized version of the Site.

5. Use of Personal Information

We shall only use any personal information you give to us in accordance with this policy and with any additional statements appearing on forms used for submitting your personal information. We shall not sell any of your personal information nor shall we disclose your personal information, in each case to any third parties without obtaining your prior consent unless we are required by law to do so or except to any and third party data processors acting on our behalf who are aware of the legal obligations regarding your personal data or except to any company within the EEF group of companies from time to time.

When you submit any personal information to us we have legal obligations towards you in the way we deal with that data. We must collect the information fairly, that is, we must explain how we will use it and tell you if we want to pass the information to anyone else. By using the Site you consent to our use of the information as set out in this privacy policy.

If you do not want to help us learn how to improve our Site, its services, products, offers and marketing strategy, you can unsubscribe by mailing us through the Contact us part of this Site.

6. If you submit an enquiry

We shall use your personal information to administer and respond to your enquiry. Your enquiry will be researched by our information team, who will promptly respond to you. We shall securely store the information you supply and the response we provide. We may produce reports on the use of the enquiry service to enable us to monitor and develop it. These reports will be based on anonymous data, which means that individuals will not be identified in the reports. We try to respond to all feedback where a valid email address is included. If you make a comment or complaint about other aspects of the service, we may use your details to investigate your comments.

Where we publish a Newsletter and you make a request to receive it (or other updates from the Site) we shall use your personal information to send it to you by email. If at any time you wish to stop receiving it, please follow the instructions which will appear at the end of the newsletter allowing you to discontinue the service.

7. If you wish to cease being a registered user of the Site.

If you no longer want to remain a registered user of the Site, please let us know by mailing us through the Contact us part of this Site or write to us at the address given and your details will be promptly removed from our database.

8. Data Storage

All data obtained by us is held and used in compliance with the Data Protection Act 1998.

9. Advertising & Links to 3rd party sites

This Site may contain advertising and also links to other 3rd party sites. Whilst we carefully choose our advertising partners, we are not responsible for the privacy practices of third parties that run any other websites. Links are provided for information and convenience only. We are not responsible for the sites linked to, or the information found there. Please refer to their own privacy policies for more information. Please also note that our advertising partners may use cookies to help target advertising towards you.

A link does not imply an endorsement of a site. Likewise, not linking to a particular site does not imply lack of endorsement.

We reserve the right to withdraw a link or refuse to link to any website without providing an explanation or justification.

10. Links to this website

You don't need permission to link to pages on this Site however, please respect the following conditions if you link to this Site:

  • Links should not be used in a defamatory context
  • Specific page URLs are subject to change without notice
  • The EEF name and logo must not be copied and used to create links.
  • We do not “trade” links – if you choose to create a link to our Site, we will not always offer you a reciprocal link (a link back to your site).

11. Forums, Profiles and User Generated Content

Please remember that forums and areas of our Site that allow you to submit content or set up a profile on our Site are for public viewing and discussion. Any personal information supplied by users here is widely accessible. We are not responsible for the content posted by users of these services. We advise users of the Site to use caution when using these areas of the Site and not disclose and information which can personally identify you.

12. Access to your personal information

You have a right under the Data Protection Act 1998 to ask us to provide you with the information we hold about you and to have any inaccuracies corrected. If you would like to access a copy of your information, please contact our Data Protection team using the Contact Us facility.

13. Our Commitment to Data Security

To prevent unauthorized access, maintain data accuracy and ensure the correct use of information, we have put in place appropriate physical, electronic and managerial procedures to safeguard and secure any information we collect through the Site. However, please note that whilst we take appropriate technical and organizational measures to safeguard the personal data that you provide to us, no transmission over the Internet can ever be guaranteed secure. Consequently, please note that we cannot guarantee the security of any personal data that you transfer over the Internet to us

If you are using a computer or terminal in a public location, we recommend that you always log out and close the website browser when you complete an online session for your security. In addition we recommend that you take the following security measures to enhance your online safety:

  • Keep your account passwords private. Remember, anybody who knows your password may access your account.
  • When creating a password, use at least 8 characters. A combination of letters and numbers is best. Do not use dictionary words, your name, email address, or other personal data that can be easily obtained.
  • Avoid using the same password for multiple online accounts.
  • Accessing EEF through publically accessible computers or via a shared computer.

14. Warning

Posting comments on EEF website & accessing EEF website through publically accessible computers or via a shared computer.

  1. Please remember that except where otherwise stated, any comments posted which appear on the Site (which is a public forum) can be accessed by anyone from the general public or by internet search engines such as Google. Do not mention names of people and places in your posts.
  2. If you think a family member or someone close to you might find a way to read the forum, and that worries you, make sure you post anonymously.
  3. If you are posting on the Site, consider taking off the ‘remember me’ setting from your login so it’s harder for others to access the site – but remember that except where otherwise stated, any forums appearing on EEF website are open to be read by those who are not members of the Site.
  4. Toolbars such as Google, AOL and Yahoo keep a record of the search words you have typed into the toolbar search box. In order to erase all the search words you have typed in, you will need to check the individual instructions for each type of toolbar. For example, for the Google toolbar all you need to do is click on the Google icon, and choose "Clear Search History".
  5. If you do not use a password to log on to your computer, someone else will be able to access your email and track your internet usage. The safest way to find information on the internet would be at a local library, a friend's house, or at work.

15. How to clear Browser History

The following guidelines may assist you in clearing your browser history:


  • Go to Tools and select Internet Options. The Internet Options dialog window will appear. On the General tab,
  •  Select "Privacy" tab.
  • Delete Stored passwords.
  • Click "Clear" button next to "History".
  • Click "OK"

Internet Explorer:

  • Go to Tools and select Internet Options. The Internet Options dialog window will appear. On the General tab,
  • Click "Clear history".
  • Click "OK" to erase history.
  • Click "Delete cookies"Click "OK"
  • Click "Delete files"
  • Click "OK"
  • Select Content from the top tabs.
  • Click AutoComplete.
  • Click to "Clear passwords"
  • Click "OK"
  • Click to "Clear forms"
  • Click "OK"


  • Go to "Edit" menu and select "Preferences".
  • Select "Navigator" under the "Category" listing.
  • Select "Clear History" in the "History" area.
  • Click "OK" to erase history.

Netscape Navigator

  • Go to "Edit" menu and select "Preferences".
  • Select "Navigator" under the "Category" listing.
  • Select "Clear History" in the "History" area.
  • Click "OK" to erase history.


  • Go to "Edit" menu and select "Preferences".
  • Select "Navigator" under the "Category" listing.
  • Select "Clear History" in the "History" area.
  • Click "OK" to erase history.

Other things you may need to do

  • Clear the clipboard - if you've been copying text into word processing applications
  • Empty the recycle bin - if you've deleted any files you'd been working on

16.  Warning about deleting cookies and address histories

Please remember that there is always a risk involved in removing data from your computer. For instance, if your partner uses a particular website and has a saved password, then if you clear the cookies on your PC, your partner will realise you've done so, because their password will no longer be saved. Also, if the address history on the PC has been cleared, your partner may notice, and this may raise suspicion.

17.  Changes to our Privacy policy

This privacy statement may change at any time, so you may wish to check it each time you visit our Site.