Privacy policy

WILD'R is a trading name of Hook'd Up Food Ltd. When this policy says “we”, that is who it means. We are the controller of the personal data described here, which is the legal way of saying we decide how it is used and we are answerable for it.

For anything about your data, email hello@wildr.co. A real person reads it.

• Registered office: 89 Colwith Road, London, W6 9EZ
• Company number: 12043988

• You can use this whole site without telling us who you are.
• We only hold your email address if you sign up for the recipe email.
• Analytics cookies stay off unless you press Accept. You can change your mind at any time.
• We do not sell your data, rent it, or pass it to anyone for their own marketing.
• Nothing here makes automated decisions about you, and nothing builds a profile of you.

The recipe email

If you sign up, we keep your email address, the fact that you ticked the consent box, the date and time you signed up, and the page you were on. We use it to send you one recipe email a month and for nothing else. Our lawful basis is your consent. You can withdraw it whenever you like: reply to any of our emails, or write to hello@wildr.co, and we take you off the list.

To stop the form being flooded, our systems hold the IP address a sign-up came from for about ten minutes, to limit how many can arrive from one place. Our lawful basis for that is our legitimate interest in keeping the list clean.

Getting in touch

The contact form on this site does not send anything to us by itself. It opens a new message in your own email app, already addressed to us, and you press send. Once you email us we hold your name, your email address and whatever you wrote, so we can answer you. Our lawful basis is our legitimate interest in replying to people who write to us. If your message is about a product, we may need to pass the details to the team that looks after food safety and quality.

Rating a recipe

When you rate a recipe we record the number of stars and add it to that recipe’s total. We do not record who gave it. To stop one person voting over and over, your browser keeps a small note that you have rated that recipe, and our systems hold your IP address for about a minute to limit how fast votes can arrive. Our lawful basis is our legitimate interest in keeping ratings honest.

Finding a store

If you type a postcode, your browser sends it to Postcodes.io, a free UK postcode service, which turns it into a map position. We then work out your nearest stores. We do not store your postcode, although it can appear in the page address and so in routine server logs. If you press “Use my location”, your browser asks your permission first. Your position is then used inside your browser to sort the stores and is never sent to us. The map is drawn with tiles from Mapbox, which means Mapbox sees your IP address and which part of the map you are viewing.

Analytics, only if you accept

If you press Accept on the cookie banner, we use Google Analytics 4 to see how the site is used: which pages are read, roughly where in the world visitors are, what kind of device they use, and whether things like the store finder are doing their job. We deliberately leave personal details out of what we send. We never send your postcode, your email address or anything you type into a form. Google does not give us your IP address and we cannot identify you from these reports. Our lawful basis is your consent. If you press Decline, none of this loads at all.

Simply visiting

Like every website, ours is delivered by servers that see your IP address, your browser type and the page you asked for. Our hosting company keeps short-lived logs of this to keep the site secure and working. Our lawful basis is our legitimate interest in running a safe website. We do not use these logs to identify anyone.

A cookie is a small note a website leaves in your browser. We use as few as we can. The first two below are only set if you press Accept. The rest exist to make a feature you chose to use work properly, so the law does not ask for consent for them, and they do not track you.

You can change your analytics choice at any time with the “Cookie settings” link at the foot of every page. Declining also deletes the analytics cookies already set. You can clear or block cookies in your browser settings too.

We use a small number of companies to run this site. They act on our instructions, under contract, and may only use your data to provide their service to us.

• Vercel hosts the website and keeps the routine server logs.
• Google provides Google Analytics, if you accept it, and the spreadsheet that holds the recipe email list.
• Upstash stores recipe rating totals and the short-lived vote and sign-up limiters.
• Sanity stores the recipes and images you see, and delivers the images to your browser.
• Mapbox supplies the map tiles on the store finder.
• Postcodes.io turns a postcode into a map position.

Some of these companies are based in, or use servers in, the United States and the European Union. When personal data leaves the UK, we rely on the safeguards UK law provides: the UK’s adequacy decisions, including the UK and US data bridge for companies certified under it, or the International Data Transfer Agreement or Addendum approved by the Information Commissioner. Ask us if you would like to know which applies to a particular company.

• The recipe email list: until you unsubscribe. We then delete your address within 30 days.
• Emails you send us: up to two years after our last reply, unless we need them for longer, for example for a product complaint or a legal claim.
• Recipe ratings: the totals are kept for as long as the recipe is published. They are not linked to you. The vote limiter forgets your IP address after about a minute, and the sign-up limiter after about ten.
• Analytics: Google keeps the detail of individual visits for two months, then only totals remain.
• Server logs: a short period set by our hosting company, for security.

UK data protection law gives you the right to:

• ask for a copy of the personal data we hold about you
• ask us to correct anything that is wrong
• ask us to delete your data
• ask us to stop or limit what we do with it
• object to us using it on the basis of our legitimate interests
• ask for your data in a form you can take elsewhere
• withdraw your consent at any time, where we rely on it. This does not affect what we did before you withdrew it.

To use any of these, email hello@wildr.co. It costs nothing. We will answer within one month. We may need to check you are who you say you are before we send anything out.

You do not have to give us any personal data to use this site. If you choose not to give an email address, the only consequence is that we cannot send you the recipe email.

Please tell us first, at hello@wildr.co, and we will try to put it right. You also have the right to complain to the Information Commissioner’s Office, the UK regulator for data protection, at any time: ico.org.uk/make-a-complaint (opens in a new tab) or 0303 123 1113.

This site is written for adults who buy and cook food. It is not aimed at children, and we do not knowingly collect personal data from anyone under 13. If you think a child has given us their details, email us and we will delete them.

If the site starts doing something new with personal data, this page will say so before it happens, and the date at the top will change. If the change is significant and we hold your email address, we will tell you directly.