Privacy notice
Version 1. In force from 3 November 2026.
Who we are
Vetch Ltd helps small and mid-sized regenerative and mixed farms make their businesses financially viable. We are the controller of the information you give us, registered with the Information Commissioner's Office (ICO) under reference ZC263876. Vetch Ltd is a company registered in England and Wales, company number 17406496. For any queries related to your data, contact Alisa Murphy at alisa@vetchworks.com.
This notice covers our pilot: registering your interest, the live Q&A, taking part, case studies, and staying in touch about future pilots. Many farms are sole traders or partnerships, so we treat farm financial information as personal data. We never sell your information, and we never share it with advertisers.
What we collect, why, and for how long
We collect only what each step needs. Detailed financial information is asked for only once you're offered a place.
Registering interest and being offered a place
What we collect: Name, farm name, farm address, region, email, farm type, what you sell and how, other farm income, whether you own or rent your land, the financial records you have, whether you'd share them, your main challenges, how you heard about us, your commitment to give feedback if offered a place, and Q&A attendance.
Why, and our legal basis: To consider you for a place and contact you about it. Basis: steps you've asked us to take before joining the pilot (contract).
How long we keep it: While you're in the queue, until you're offered a place or leave it. If we stop offering places before reaching you, we'll tell you and delete your details within a month.
If you'd rather not share financial information
What we collect: Your details and answers up to that point, and your optional reasons.
Why, and our legal basis: To understand what puts farmers off sharing, so we can improve. Basis: our legitimate interests.
How long we keep it: 12 months after the form closes, then anonymised.
The live Q&A
What we collect: Video, audio and chat from anyone who joins with camera or microphone on, display names, and a transcript.
Why, and our legal basis: To learn from farmers' questions and improve our materials and methodology. Basis: our legitimate interests. You can join with camera and microphone off. The recording is shared only with farmers who have registered interest in the pilot.
How long we keep it: Recording: 12 months. Transcript: names removed within a month, then kept.
Taking part in the pilot
What we collect: Your full farm profile, sales and costs, financial records, goals, confidence scores, feedback and session notes, and your 6- and 12-month updates.
Why, and our legal basis: To give you your financial picture, business plan and next steps, and to track progress. Basis: our agreement with you when you join (contract).
How long we keep it: Until 12 months after your final data update (about spring 2029), then anonymised. Copies of the advice we gave you and our correspondence are kept for six years after the pilot ends, in case of any claim about the advice (legitimate interests).
Improving our method
What we collect: A farm ID (not your name) linked to the corrections we make to drafts.
Why, and our legal basis: To check accuracy and design our software. Basis: our legitimate interests.
How long we keep it: The link to your identity is deleted when your pilot data is anonymised; anonymised records are kept.
Farmer digest
What we collect: Name and email.
Why, and our legal basis: To send you the Vetch farmer digest, including news of future pilots and our launch, if you've signed up. Basis: your consent.
How long we keep it: Until you unsubscribe. Every email has an unsubscribe link.
Case studies
What we collect: The details of your story you agree to, and your name only if you choose.
Why, and our legal basis: To share your farm's story, only in the ways you agree. Basis: your consent, given on a separate form each time.
How long we keep it: Until you withdraw consent. We can't recall copies already shared.
How we use AI
We use Claude, an AI model made by Anthropic, to draft your financial picture, business plan and next steps. It receives your farm figures under a farm ID, never your name or contact details. Under our business terms with Anthropic, your information is not used to train its models. A person reviews and corrects every draft before you see it. No decision about you is ever made by a computer alone, and the advice is yours to use or ignore.
Who we share it with, and where it's stored
We use these service providers to run the pilot. Each one acts only on our instructions, under a data processing agreement.
Typeform: Our forms. Stored: US.
Airtable: Our main records. Stored: US.
Google Workspace: Documents, email, Q&A on Google Meet, recordings and bookings. Stored: Google's data centres, including outside the UK.
Anthropic: Drafting advice with AI. Stored: US, with processing in other countries.
Where data leaves the UK, it's protected by the UK's International Data Transfer Addendum or standard contractual clauses, built into each provider's agreement. If you agree to adviser access on your profile form, a Vetch adviser bound by a confidentiality agreement may see your farm's details. Otherwise, advisers see your information only under a farm ID. We share your information with no one else unless the law requires it.
Your rights
You can ask us to:
- give you a copy of the information we hold about you
- correct anything that's wrong or incomplete
- delete your information, or limit how we use it
- stop using it, where we rely on our legitimate interests
- send information you gave us to you or another organisation in a usable format
- remove you from the queue, the digest, or the pilot
- withdraw any consent you've given, such as for the digest or a case study, at any time
Email alisa@vetchworks.com. We'll reply within one month, and tell you if we need longer for a complex request. If we keep any information, for example copies of advice in case of a claim, we'll tell you what and why. If you're unhappy with how we've handled your information, you can complain to the ICO at ico.org.uk/make-a-complaint or on 0303 123 1113.
Our website, and changes to this notice
Our website doesn't use analytics, tracking or advertising cookies. The register-your-interest form is provided by Typeform, which may set cookies needed to make the form work. You can read how Typeform handles this in Typeform's privacy policy (typeform.com/privacy-policy). If we ever add analytics to our website, we'll update this notice first.
If we change how we use your information, we'll update this notice and its version number, and tell you directly if the change affects you. Earlier versions are available on request from alisa@vetchworks.com.