JustFarm Privacy Policy
Effective: 2 October 2026
1. Who we are
Black Sheep Technology Limited, trading as JustFarm (company number 12365350, ICO registration ZC239428), of 4 Burlington Mews, Sevenoaks, Kent, TN13 1FJ, operates JustFarm. Contact us at contact@justfarm.app.
This policy covers our website, platform, app and communications, including information about people supplied by our customers.
We act as controller when deciding how personal information is used for our own purposes, such as account administration, billing, security and marketing. Where we process farm records on a farm business’s or adviser’s instructions, that customer is responsible for the processing and we act as processor. You can contact the relevant customer about those records, or contact us for help.
2. What we collect and why
We receive information from you, your use of JustFarm, and farm businesses, agents or colleagues who provide records or invite you. We also retrieve agricultural information from the Rural Payments Agency and public mapping and environmental datasets.
Information may include contact and login details; business details and SBI; farm locations, agreements and plans; documents, photographs, notes and location metadata; AI conversations; billing records; and device, usage and diagnostic information.
Where we act as controller, we use this information for the following purposes:
- Providing accounts, farm management tools, AI assistance and support. Lawful basis: contract, where necessary to provide services you have contracted for; legitimate interests in providing and administering services for business customers and their users.
- Processing payments and maintaining financial records. Lawful basis: contract for payment administration; legal obligation for required financial records.
- Maintaining, testing, securing and improving JustFarm. Lawful basis: legitimate interests in providing a reliable, secure and useful service.
- Managing customer relationships and tailoring service communications using account and farm activity. Lawful basis: legitimate interests in supporting customers and administering their service.
- Sending marketing emails. Lawful basis: consent.
- Optional analytics, session recording and advertising. Lawful basis: consent.
- Meeting statutory obligations and handling legal claims. Lawful basis: legal obligation where required by law; legitimate interests in establishing, exercising or defending legal claims.
- Sharing relevant agent business details with the RPA or Ordnance Survey under applicable data licences.Lawful basis: legitimate interests in complying with licence conditions and maintaining access to licensed data.
Customer-controlled records are processed on the customer’s instructions.
Our AI features send documents, questions and relevant farm context to AI providers to extract information and generate responses. We use customer records to provide, maintain, secure and improve JustFarm as our customers instruct. We may also create aggregated or anonymised information that no longer identifies any individual or customer, and use it to develop our products and insights.
Information marked as required is needed to provide the relevant service or meet a stated legal requirement. Without it, we may be unable to create your account, process payment or provide that feature. Marketing choices are optional.
3. Cookies, analytics and advertising
We use cookies and similar technologies for essential functions such as login and security.
With your consent, we also use:
- Analytics, to understand use of JustFarm. This may include session recordings and activity linked to your account across devices.
- Advertising services, to measure and improve campaigns. We may share visits, sign-ups, purchases and matching identifiers, including hashed email addresses. Hashing does not make this information anonymous.
You can manage or withdraw these permissions through the privacy or cookie controls provided in the relevant service. Technical diagnostics used to maintain and secure JustFarm are handled separately from optional analytics.
Google and Meta also process advertising information for their own purposes under their privacy policies. For the collection and transmission covered by Meta’s joint-controller terms, we and Meta are joint controllers. The Meta UK Controller Addendum explains the allocation of responsibilities. You may exercise your rights against either controller.
4. Who receives information and overseas processing
We do not sell personal information. We share it, where necessary, with:
- Providers of hosting, authentication, mapping, AI processing, payment, communications, analytics and diagnostic services.
- Authorised users of your farm or organisation, including administrators, colleagues and advisers, according to their access permissions.
- Advertising providers where you have consented.
- The RPA and Ordnance Survey for applicable licensing requirements.
- Professional advisers, regulators, courts and law enforcement where justified or legally required.
Providers processing information on our behalf must follow our instructions and applicable contractual safeguards. Some providers, including Stripe for certain payment activities, also act as independent controllers.
Some recipients process information outside the UK. Where UK transfer restrictions apply, we rely on applicable UK adequacy regulations or approved contractual safeguards, such as the UK International Data Transfer Agreement or UK Addendum to the EU Standard Contractual Clauses. Contact us for details of the safeguards applying to your information and how to obtain a copy.
5. How long we keep information
Retention depends on the purpose and our role:
- Account records: while the customer relationship continues, then available for export for 30 days after closure, after which it is deleted.
- Customer-controlled farm records: according to the customer’s instructions and our agreement with them. Removing a user or cancelling a paid subscription does not necessarily delete shared farm records.
- Support and security records: according to the time needed to resolve enquiries, investigate incidents and complete necessary follow-up.
- Analytics and advertising records we control: for up to 1 year after collection.
- Financial records: for the applicable statutory retention period.
- Marketing preferences: while relevant, including limited suppression records needed to respect requests not to receive marketing.
We may retain relevant information longer where necessary for a legal obligation or claim. Deleted information may remain in restricted backups until those backups expire, normally within 35 days.
6. Your rights and complaints
Depending on the circumstances, you can request access, correction, deletion, restriction or portability of your personal information.
You can object to processing based on legitimate interests. You can always ask us to stop using your information for direct marketing, including related profiling. Use the unsubscribe link in our emails or contact us.
Where we rely on consent, you can withdraw it at any time without affecting the lawfulness of earlier processing.
To exercise your rights or complain about our handling of personal information, email contact@justfarm.app or write to the address above. You also have the right to complain to the Information Commissioner’s Office.
7. Changes and further information
JustFarm accounts are for people aged 18 and over.
We will publish updates here and bring material changes to your attention where required. Before using personal information for a new purpose, we will provide any additional information required by law.
Read this policy alongside our Terms and Conditions.