Privacy Policy

Last updated: April 15, 2026

This Privacy Policy explains how NutriPlex Formulas, Inc. ("we," "our," or "us") collects, uses, and shares information when you visit wholefoodformulas.com (the "Site") or purchase our products. We respect your privacy and are committed to handling your information responsibly.

By using the Site, you agree to the practices described in this policy.

Who we are

We are NutriPlex Formulas, Inc., a Colorado corporation operating the Whole Food Formulas brand.

Registered address: 150 Murray Street, Suite 402, Niwot, CO 80544 Contact: hello@wholefoodformulas.com

Information we collect

We collect three categories of information.

Information you provide

  • Account information. When you create an account or place an order: name, email address, shipping address, billing address, phone number (if provided).
  • Order information. Products purchased, order history, and any notes you leave on an order.
  • Communications. Messages you send us through email, contact forms, product reviews, or surveys.
  • Marketing preferences. Whether you have opted in to receive marketing emails.

Information collected automatically

When you use the Site, we and our service providers collect certain information automatically:

  • Device and browser data. IP address, browser type and version, operating system, device type, screen resolution, referring URLs.
  • Usage data. Pages visited, time spent, items viewed, items added to cart, checkout behavior, search terms used on the Site.
  • Cookies and similar technologies. See "Cookies and tracking technologies" below.

Information from third parties

  • Payment processors. When you pay, our payment processor (Shopify Payments) handles your card details directly. We receive transaction confirmation data but do not store full card numbers.
  • Shipping carriers. Delivery status and tracking data.
  • Analytics and advertising partners. Aggregated information about how visitors find and interact with the Site.

How we use your information

We use the information we collect to:

  • Fulfill and ship orders, including forwarding your shipping details to our supplier for dropshipping
  • Process payments, returns, and refunds
  • Send order confirmations, shipping updates, and other transactional emails
  • Send marketing emails to customers who have opted in
  • Manage active subscriptions, including renewal charges and reminders
  • Respond to inquiries, support requests, and product reviews
  • Improve the Site, product offerings, and customer experience
  • Analyze traffic patterns and marketing performance
  • Prevent fraud, enforce our Terms of Service, and comply with legal obligations

Who we share your information with

We share information only with the parties needed to operate the business. We do not sell your personal information.

  • Shopify. Our e-commerce platform. Processes orders, hosts the Site, stores customer accounts.
  • Shopify Payments. Processes credit and debit card transactions.
  • Klaviyo. Our email marketing platform. Receives email addresses, order history, and engagement data to send marketing and transactional emails.
  • NutriPlex Formulas fulfillment. Receives shipping details and product information to fulfill orders directly to you.
  • Shipping carriers. USPS, UPS, FedEx, or similar, for delivery.
  • Google Analytics. Aggregate Site traffic and behavior analysis.
  • Advertising partners. If we run paid advertising, we may share hashed identifiers with platforms such as Meta (Facebook and Instagram) and TikTok to measure ad performance and retarget past visitors. We will update this policy before any such integration goes live.
  • Legal and compliance. We may disclose information when required by law, court order, or to protect the rights, property, or safety of our customers, our company, or others.

If we sell, merge, or reorganize the business, customer information may be transferred as part of that transaction. You will be notified and given choices about your information before it is transferred.

Cookies and tracking technologies

We and our service providers use cookies, pixels, and similar technologies to:

  • Keep you signed in and remember items in your cart
  • Measure how visitors use the Site (via Google Analytics)
  • Deliver and measure the performance of marketing emails (via Klaviyo)
  • Enable targeted advertising on other platforms (planned: Meta, TikTok)

You can control cookies through your browser settings. Blocking cookies may affect some parts of the Site, such as the cart and checkout.

Marketing emails

If you have opted in to marketing emails, we may send you product announcements, health tips, subscription reminders, and occasional promotions. You can unsubscribe at any time by clicking the unsubscribe link at the bottom of any marketing email, or by contacting us at hello@wholefoodformulas.com.

Unsubscribing from marketing emails does not stop transactional emails (order confirmations, shipping updates, subscription renewal reminders, etc.), which we must send to service your orders.

Your rights

Depending on where you live, you may have rights over the personal information we hold about you.

All customers can:

  • Access and correct information by logging in to your account or emailing us
  • Unsubscribe from marketing emails at any time
  • Request a copy of your personal information
  • Request deletion of your personal information, subject to any legal obligations that require us to retain it

California, Colorado, Virginia, Connecticut, and other state residents may have additional rights under applicable state privacy laws (CCPA/CPRA, CPA, VCDPA, CTDPA, and similar). These may include the right to:

  • Know what categories of information we collect and share
  • Opt out of the sale or "sharing" of personal information for cross-context behavioral advertising (we do not currently sell personal information in the traditional sense; if we enable advertising partners like Meta or TikTok in the future, we will provide an opt-out)
  • Request correction or deletion of personal information
  • Appeal our response to a privacy request
  • Not be discriminated against for exercising your rights

To exercise any of these rights, email us at hello@wholefoodformulas.com with the request and enough information for us to verify your identity.

Data security

We use commercially reasonable security measures to protect your information, including HTTPS encryption for all Site traffic, secure payment processing through Shopify Payments, and access controls on customer data. No system can be guaranteed 100% secure, and we cannot promise that your information will never be accessed or disclosed in a way inconsistent with this policy.

Data retention

We retain personal information for as long as needed to provide our services, comply with legal obligations (such as tax and accounting requirements), resolve disputes, and enforce agreements. When information is no longer needed, we delete or anonymize it.

Children

The Site is not directed to children under 13. We do not knowingly collect personal information from anyone under 13. If we learn that we have inadvertently collected information from a child under 13, we will delete it. If you believe we have information from a child, contact us at hello@wholefoodformulas.com.

International users

The Site is operated from the United States. If you access the Site from outside the US, your information will be transferred to, stored, and processed in the United States. By using the Site, you consent to this transfer.

Do Not Track signals

Some browsers send a "Do Not Track" signal. There is no industry-standard response to this signal, and we do not currently respond to it. We disclose our tracking practices in this policy so you can make informed choices.

Changes to this policy

We may update this Privacy Policy from time to time. The "Last updated" date at the top reflects the most recent changes. Material changes will be announced by email to account holders or by a prominent notice on the Site.

Contact

Questions, requests, or concerns about your privacy?

Email: hello@wholefoodformulas.com Mail: NutriPlex Formulas, Inc., 150 Murray Street, Suite 402, Niwot, CO 80544