Privacy Policy
The Fruitful Group (including The Fruitful Toolbox and Fruitful Developments)Last updated: 4 February 2026
This policy explains how we collect, use, store, and protect your personal information, and sets out your rights. Please read it carefully. If you have any questions, contact us at hello@thefruitfulgroup.com.
Who we are
The Fruitful Group (including The Fruitful Toolbox and Fruitful Developments) is committed to protecting your privacy and complying with the UK GDPR, the Data Protection Act 2018, and all other applicable data protection laws.
For the purposes of data protection law, The Fruitful Group is the data controller for the personal information described in this policy.
What this policy covers
This policy applies to all your interactions with The Fruitful Group online and offline, including when you visit, enquire, purchase, register, or engage with us via our websites, marketing, events, programmes, and services.
Legacy sites
Fruitful is consolidating its services and offerings under https://thefruitfultoolbox.com/. Historically, services were also provided through separate websites owned and operated by the same organisation:
- https://www.fruitfuldevelopments.com/ (legacy site)
- https://thefruitfulgroup.com/ (legacy site)
This single Privacy Policy now covers The Fruitful Group, The Fruitful Toolbox, and Fruitful Developments, including any personal information collected through or in connection with those legacy websites, whether those sites remain accessible, redirect to our current website, or are retained for archival purposes.
Your personal information is safe with us
Your personal information will only be shared within The Fruitful Group where necessary for the purposes set out in this policy, or with trusted suppliers who help us deliver our services. We do not sell your personal information and we do not share it with third parties for their own marketing purposes.
Where we rely on consent — for example for non-essential cookies or certain marketing communications — you will always be able to manage your preferences and you can withdraw your consent at any time without affecting the lawfulness of processing before withdrawal.
Personal data we collect
The personal data we collect is voluntarily provided when you interact with us in various ways, such as:
- Signing up for a mailing list or subscribing to marketing communications
- Creating an account with us
- Providing payment and billing information when purchasing products/services/EPIC credits
- Indicating interests and preferences to enable us to offer a better service
- Enquiring via our website, at shows/events, or through social media
- Taking part in competitions, surveys, or questionnaires
- Providing testimonials or commenting on blogs/social media
- Engaging with our online advertisements
- Contacting us for assistance with orders/accounts
This data is used to personalise your experience, improve our services, and enhance our communication with you. You have the right to request access to, correct, or delete your data at any time by contacting us.
Information collected automatically online
When you visit or use our websites (including the legacy websites referenced above), we may automatically collect information about your device and browsing behaviour. This may include:
- Cookie and tracking data (see our Cookie Policy for full details)
- IP address, operating system, and browser type
- Approximate geographic location (derived from IP address), referral source, length of visit, and pages viewed
- Ad interaction data, including engagement with Google Ads
- Aggregated and anonymised data from users who have turned on Ad Personalization in their Google accounts (see Section 8)
Where possible, this information is aggregated or anonymised. However, some online identifiers (such as IP addresses and cookie IDs) may still constitute personal data under UK GDPR.
Why we collect your data
We only use personal data where we have a lawful basis to do so. Depending on the context, we rely on one or more of the following:
- where processing is necessary to provide products or services you have requested, or to take steps at your request before entering into a contract.
- where we must process data to comply with a legal requirement.
- where we have a legitimate business reason to use your data and that interest is not overridden by your rights.
- where you have actively provided consent, such as for non-essential cookies or certain direct marketing.
- where processing is necessary to protect someone’s life (rare and usually emergency-related).
Your data will only be used for the purposes you indicate or as outlined in this privacy policy, including:
- Enhancing our records and responding to your enquiries
- Notifying you about products/services that may benefit you
- Improving products/services through feedback, surveys, and comments
- Enhancing website performance and user experience
- Administering your account, transactions, and contractual arrangements
- Sending you targeted marketing via email, post, or online ads
- Serving relevant Google Ads and retargeting campaigns based on browsing behavior
- Providing a personalised experience based on interests and site activity
If you are a certified facilitator, we retain and use your data as necessary to provide updates on the EPIC system, facilitation kits, and Members’ Area changes.
Data retention
We keep personal information only for as long as necessary for the purposes for which it was collected, including where we must retain records for legal, accounting, or regulatory reasons.
Where we hold marketing contacts based on legitimate interests, we periodically review engagement. If we have had no meaningful interaction with you for 12 months, we may contact you to confirm whether you wish to continue hearing from us. If you do not respond or you opt out, we will remove you from marketing communications. This does not apply to transactional or accounting records, which we retain in accordance with legal requirements.
EPIC profiles generated by The Fruitful Group will be uploaded to your account or deleted within 12 months unless otherwise requested.
Security
We take your data security seriously and use appropriate technical and organisational measures to protect the personal information you provide. These include:
- Secure, password-protected servers and controlled access to systems holding personal data
- Encryption and security protocols applied to data in transit and at rest
- Use of reputable hosting providers whose infrastructure includes resilient, multi-location data storage
We work with trusted third-party providers for marketing, website management, and data processing. All providers are required to maintain appropriate security standards consistent with this policy.
If you hold a password to access any of our services, you are responsible for keeping it confidential. The Fruitful Group does not have access to user passwords.
Google Signals
We have enabled Google Signals in Google Analytics. This allows us to receive aggregated reporting about users who have turned on ad personalisation in their Google accounts, which helps us understand behaviour across devices and improve the relevance of our advertising.
Google Signals does not provide us with directly personally identifiable information such as your name or email address. It allows us to analyse trends and deliver more relevant content and ads based on aggregated user interactions across multiple devices.
You can manage Google ad personalisation and disable Google Signals data collection in your Google account settings at myaccount.google.com.
Google Consent Mode
This section explains what happens to data sent to Google’s systems when you decline cookies on our website.
We use Google Consent Mode v2 on our website. This is a technology framework that adjusts how Google’s tools (including Google Analytics and Google Ads) behave depending on the consent choices you make via our cookie banner.
What this means in practice
When you accept all cookies, Google Analytics and Google Ads operate normally, collecting data about your visit and interactions to help us measure and improve our advertising and site performance.
When you decline non-essential cookies, Google’s tools switch to a restricted, cookieless mode. In this mode:
- No cookies are set on your device for analytics or advertising purposes
- Certain limited, non-identifiable signals (such as whether a page was visited or a conversion occurred) may still be sent to Google in a cookieless form
- Google uses these limited signals alongside modelling techniques to produce aggregated, anonymised estimates of ad performance and audience behaviour
- This modelled data does not identify you personally and cannot be linked back to you as an individual
Why we use Google Consent Mode
Google Consent Mode v2 is required by Google for all advertisers using Google Ads and GA4 in the UK and European Economic Area. It allows us to respect your consent choices fully while still receiving some aggregated insight into overall campaign effectiveness, without compromising your privacy.
This approach is designed to comply with UK GDPR and ePrivacy requirements by ensuring that no personal tracking occurs without your explicit consent.
Managing your consent
You can change your cookie preferences at any time using our on-site cookie controls. Withdrawing consent will immediately adjust how Google’s tools operate on your device.
Use of Cookies, Google Ads, and Retargeting
We use cookies and similar technologies to provide a better online experience. Our cookies fall into the following categories:
- Strictly necessary cookies: essential for the website to function. These do not require your consent.
- Functional cookies: remember your preferences and settings to improve your experience.
- Analytics cookies: help us understand how visitors use our site, including via Google Analytics and Google Signals.
- Advertising and retargeting cookies: used to show you relevant ads based on your previous activity on our site, via Google Ads and retargeting platforms.
Where required by law, we will ask for your consent before placing non-essential cookies. You can adjust your cookie preferences at any time through our on-site cookie controls or your browser settings.
Your rights
Under UK GDPR, you have the following rights in relation to your personal data:
- you can request a copy of the personal data we hold about you.
- you can ask us to correct inaccurate or incomplete data.
- you can ask us to delete your data in certain circumstances (‘the right to be forgotten’).
- you can ask us to limit how we use your data in certain circumstances.
- you can ask for your data in a structured, machine-readable format.
- you can object to processing based on legitimate interests or for direct marketing.
- where we rely on consent, you can withdraw it at any time without affecting the lawfulness of prior processing.
- you have the right to lodge a complaint with the Information Commissioner’s Office (ICO) at ico.org.uk if you believe your data rights have been violated.
To exercise any of these rights, please contact us using the details in Section 1, or use the unsubscribe links in our email communications.
Changes to the policy
We may update this policy from time to time to reflect changes in our practices or legal requirements. When we do, we will update the ‘last updated’ date at the top of this page. Continued use of our website after any updates constitutes acknowledgement of the revised policy. We encourage you to review this policy periodically.
Contact us
For data-related queries or requests, contact us via:
- Email: hello@thefruitfulgroup.com
- Mail: The Fruitful Group, Basepoint Bromsgrove, Bromsgrove Technology Park, Isidore Road, Bromsgrove, B60 3ET
Online Contact Form: Click Here
