Privacy Policy

We recognize the sensitivity of personal information and value your ("You," "Your," or “User”) privacy. We are committed to protecting your personal information and using it only as appropriate to provide you with the best possible service, products, and opportunities, as described in this Privacy Policy.

This Privacy Policy explains the online information practices of Black Hereford Holdings, Inc. (collectively, “we,” “us,” “our,” “company,” Black Hereford Holdings,” “BHH,” or “CattleTracs”) which hosts the website “” (the “Website”) and the mobile application “CattleTracs” (the “Application,” or “App”). This policy explains what information we collect, what we do with it, and describes the rights you will have with respect to the information/data. This policy applies to the Application and Website, and any other BHH products and services (“BHH Services”).

When using the Application, this Privacy Policy should be read in conjunction with our Terms of Use. By accessing the Application, you acknowledge that the Privacy Policy and the Terms of Use govern your use of the Application.

Privacy and personal data protection principles vary from one country to another. When you access or visit a third-party website or application, you are subject to the privacy policy of that website or application. Please read the third-party’s privacy policy to determine the privacy practices that apply to information or data maintained by the website or application.

Black Hereford Holdings, Inc. is the data controller for the personal data collected in connection with use of BHH Services, if any is collected.

Information We Collect

We may collect and hold personal information related to you that is necessary for the purpose of conducting our business, including (without limitation) to deliver products, services or information, improve our services to offer better experience, and to fulfill our regulatory obligations.

We may collect the following personal information related to our users:

Location Information: We collect your location information using geo-location technology. We use your location data to provide information about animal location at the time a photo is taken. Location information is central to the primary function of the Application and Website. Location information may be made available to other Users and to the public.

User profile (Optional): If you wish to use the Application, creating a user profile may be optional. If you have not created a user profile and are only uploading your cattle photos to our database, then photos of cattle along with the geolocation and date/time stamp of when those photos were taken (including associated image files and associated metadata captured with the Application) is the only information we are collecting. If you register for a user account with the Application, we may collect certain information such as your e-mail address, username, and password.

Photos and other User content: We will collect any user content you create, share, or post to the Application or Website, or other BHH Services, which may include photos or other image files and associated metadata captured with the Application, as well as information contained in your optional user account. Please note that other users of the Application may be able to download and extract any images captured on the Application.

Do not include financial account numbers, social security numbers or any other sensitive or confidential information in your submissions to the Application.

We may also collect information that you submit when you contact us for customer support, or otherwise submit information to the Company, including email address, and other information submitted during your use of the Application.

Device and Internet Usage: If you download the Application, we may collect information from your device, including identifiers to help us identify your device’s hardware and operating system. Device information may be accessed using industry standard identifiers such as those approved by your device operating system manufacturer.

Cookies: Cookies are small files which, when placed on your device, enable platforms to provide certain features and functionality. We and our service providers use cookies to automatically collect information, measure and analyze which pages you click on and how you use the application, enhance your experience using the application, and improve our services. Cookies may include information such as your login or registration identification, user preferences, time spent on a website and pages visited. We may also use third-party tracking technology to record similar information regarding you and your activity on the Application. Analytics services may collect your IP address, data related to the device/browser, or other information about your use of the Application and may do so using cookies. Analytics’ services data practices are governed by their own Privacy Policy, as it may be amended from time to time. By using the Application, you consent to our use of Cookies.

Additionally, we allow our service providers (including analytics vendors and advertising networks) to collect information about your online activities through cookies. These third parties may use this information to display advertisements on our application and elsewhere online tailored to your interests, preferences, and characteristics. We are not responsible for the privacy practices of these third parties, and the information practices of these third parties are not covered by this Privacy Policy.

Some devices may offer a “Do Not Track” feature. The Application does not respond to “Do Not Track” signals.

How We Use Information


    • Legal Basis
    To provide support and to respond to your requests and enquiries
    • We have a legitimate interest to respond to your requests and inquiries for ongoing business administration
    To personalize your visits to the Application, Website, and any other BHH Services and to assist you while you use them; To deliver BHH Services; To improve BHH Services by helping us understand who uses BHH Services and how they are being used
    • We have a legitimate interest in providing and improving BHH Services
    To share data with our service providers, such as those that host data for us, including Amazon Web Services
    • We have a legitimate interest in using vendors to provide business services
    To share data with our affiliates
    • We have a legitimate interest in improving our services
    To market our products and services as well as enable third parties to provide advertisements to you via the Application
    • We have a legitimate interest in promoting our products and services and generating advertising revenue, and giving you choices about whether or not to use advertising-supported options
    To respond to law enforcement organization, or other government officials where we have a legal obligation, including complying with legal demands and complying with production and court orders. We will notify user of the information request or submission as, and if, allowed.
    • We have a legitimate interest in complying with applicable legal or regulatory obligations
    The day to day running and management of the business including to monitor, maintain and improve the processes, information and data, technology and communications solutions and services we use; protect our legal rights and interests; and share such personal information with third parties that acquire or are interested in acquiring all or part of our assets or shares, or that succeeds us in carrying on our business.
    • We have a legitimate interest to manage our business including to maintain ongoing operations and to improve and strengthen our operations

Your Right to Object - Please note that you have a right to object to processing of your personal information where that processing is carried out for our legitimate interest.

Information Not Covered by This Privacy Policy

We may allow you to communicate with other users of BHH Services and post information using message boards and other similar features available through the BHH Services. NONE of the information that you provide using these features is protected by this Privacy Policy. You should consult the privacy practices of third parties before sharing your information with third parties.

BHH Services may contain links to other websites. Please be aware that we are not responsible for the privacy practices of these other sites, and we encourage you to review the policies of each site you use. We cannot control the actions of such third parties or be held responsible for their use of any information that you provide directly to them.

Data Retention

We retain your personal information for as long as it is necessary and relevant for our business. The criteria used to determine the retention periods include: (i) how long the personal information is needed to provide the services and operate the business; (ii) the type of personal information collected; and (iii) whether we are subject to a legal, contractual or similar obligation to retain the personal information (e.g., mandatory data retention laws, government orders to preserve data relevant to an investigation, or data that must be retained for the purposes of litigation or disputes).

Data Rights

We do not sell personal information to third parties for their own business/commercial uses.

    If you are a resident of the European Union or the State of California, you have the following rights:
    • You have the right to request an accounting of all Personal Information that we have that pertains to you, and to be delivered copies of such information in electronic format (e.g., electronic copies of information attached to an email). We reserve the right to transmit information to you in a manner that complies with all applicable laws.
    • You have the right to request that we change any Personal Information that pertains to you that is inaccurate.
    • You have the right to request that we delete some or all Personal Information that pertains to you. We reserve the right to carry out such a request in a manner that complies with all applicable laws, such as laws concerning record retention. Note that fulfilling this request requires us to delete Personal Information in our possession, but that this right does not extend to Personal Information that has already been lawfully shared in accordance with this Policy.
    • You have the right to request that we cease processing any Personal Information that pertains to you. Note that fulfilling this request requires us to cease processing Personal Information that pertains to you in the future, but does not apply to lawful processing that has already occurred in accordance with this Policy.
    • You have the right to exercise all the rights afforded by this Policy without fear of retaliation or discrimination. This means that we treat Users who exercise any of the rights under this Policy the same as Users who do not.

All requests to exercise any of the rights explained above should be made using the contact details set out below. Please note that if you request that your personal information be deleted, you may no longer be able to access or use all or certain parts of the Application and/or Website, and/or other BHH Services. We will respond to your request in writing as soon as practicable. We may request proof of identification to verify your request.

Please note that if you do not have a user account, we may have no Personal Information at all that is linked to you.

Once we have received notification that you withdraw your consent, we will no longer process your information for the purpose(s) to which you originally consented unless there are compelling legitimate grounds for further processing which override your interests, rights, and freedoms or for the establishment, exercise or defense of legal claims.

You also have the right to lodge a complaint about the handling of your personal information with an EU data protection authority or other relevant regulator.

California residents may request certain information about our disclosure of personal data during the prior calendar year to third parties for their direct marketing purposes. We do not share your personal data with third parties or corporate affiliates for their direct marketing purposes.


We maintain security standards and procedures designed to prevent unauthorized access to your data by anyone, including our staff. We use commercially reasonable means such as (but not limited to) data encryption, firewalls, and server authentication to protect the security of your personal information. The Company and our staff and any third parties hired to provide support services will be required to observe our privacy standards and to allow us to audit them for compliance. However, no information security defenses are impenetrable, and we cannot guarantee the security of our applications, servers or databases, nor can we guarantee that information you supply will not be intercepted while being transmitted to us over the Internet. By using the Websites, Apps, and Company services, you acknowledge that you understand and agree to assume these risks.

International Audience

The Application and other BHH Services are hosted in the United States. Therefore, personal information collected from you, including via the Application, will be transferred to the United States. Such transfer may not provide a similar level of protection to that provided by countries in foreign jurisdictions. As discussed above, we have a legitimate interest in utilizing service providers in the United States to provide you with the services.

Please do not use the Application or other BHH Services if you do not agree to the transfer and processing of your personal information in the United States or if it is illegal to do so in your home country.

Children’s Privacy

Consistent with the Children's Online Privacy Protection Act (“COPPA”) and the General Data Protection Regulation, the Website and App, and other BHH Services are not intended for use by anyone under the age of 18 (COPPA's minimum protections are for minors 13 years of age or under). Black Hereford Holdings, Inc. does not knowingly collect personal information from children through the App, Website, or other BHH Services.


This Privacy Policy sets out our current policies and demonstrates our commitment to your privacy. We may change the content or services found on BHH Services at any time, and consequently our Privacy Policy may change at any time in the future and will be updated from time to time. Whenever we make changes to this Privacy Policy that are important for you to know about, we will post the updated Privacy Policy at this link.


If you have any questions regarding privacy issues or if you wish to exercise your data rights as described above, contact us for more information. To ensure that we carry out your instructions accurately, to help us continually improve our service and in the interests of security, we may monitor and/or record your correspondence with us.

Our contact information:

Black Hereford Holdings, Inc.
719 Walnut St., Kansas City, MO 64106
Contact email:
Last updated: October 15, 2020