California Privacy Notice
This notice supplements our Privacy Notice and applies to California residents. We provide it under the California Consumer Privacy Act, as amended by the California Privacy Rights Act (together, the “CCPA”). Terms defined in the CCPA have the same meaning here.
Contents
Personal information we collect, use, disclose and retain
This notice describes our practices from the effective date shown at the foot of this page. It covers all of our direct-to-consumer business, including beyondtestkitchen.com, which beyondplantprotein.com replaced. We collect the categories of personal information below. For each, the table shows the purposes we use it for, the categories of third parties we disclose it to, whether we sell or share it, and how long we keep it.
| CCPA category | Collected | Purposes | Disclosed to | Sold or shared? | Retention |
|---|---|---|---|---|---|
|
A. Identifiers Name, postal address, email address, phone number, account name, IP address, cookie and device identifiers |
YES | Selling and delivering products; running your account; communicating with you; marketing; advertising; security and fraud prevention; legal compliance | E-commerce and website platforms; payment processors; fulfillment and delivery partners; marketing and messaging platforms; reviews platforms; subscription platforms; consent and privacy-rights platforms; advertising, analytics and measurement partners; marketplaces and retail media networks; agencies and professional advisers; legal and safety recipients | SHARED for cross-context behavioral advertising (online identifiers and hashed email). No consideration received | Order records 7 years; account information for the life of the account plus 24 months; marketing profile 36 months from last interaction; consent records 5 years after our relationship ends |
|
B. Customer records information Name, address, phone number, and payment card information as described below |
YES | Selling and delivering products; taking payment; legal and accounting compliance | E-commerce and website platforms; payment processors; fulfillment and delivery partners; professional advisers | No | 7 years from the transaction |
| C. Protected classification characteristics | NO — we do not collect these from consumers through the Sites | — | — | No | — |
|
D. Commercial information Products purchased or considered, order history, cart contents, subscription status, reviews |
YES | Selling and delivering products; marketing; advertising; product development | E-commerce platforms; fulfillment partners; marketing platforms; reviews platforms; subscription platforms; advertising, analytics and measurement partners; marketplaces and retail media networks; agencies | SHARED for cross-context behavioral advertising | Order records 7 years from the transaction; marketing profile 36 months from last interaction |
| E. Biometric information | NO | — | — | No | — |
|
F. Internet or other network activity Pages viewed, links clicked, email opens and clicks, browsing on our Sites, interaction with our ads |
YES | Running and improving the Sites; marketing; advertising and measurement; security | Website and analytics platforms; marketing platforms; advertising, analytics and measurement partners; agencies | SHARED for cross-context behavioral advertising | As set out in the Cookie Notice; 36 months in the marketing platform |
|
G. Geolocation data Approximate location, generally derived from IP address |
YES — approximate only. We do not collect or store precise geolocation. | Showing relevant content and offers; fraud prevention; analytics | Website and analytics platforms; marketing platforms; advertising partners | SHARED for cross-context behavioral advertising | 36 months from last interaction |
| H. Sensory data | YES — only where you submit a photo with a product review | Publishing your review | Reviews platform | No | Until removed |
| I. Professional or employment information | NO — not collected from consumers through the Sites. If you have applied for a job with us or work for us, ask us using the contact details below and we will tell you how that information is handled | — | — | No | — |
| J. Non-public education information | NO | — | — | No | — |
|
K. Inferences Predicted next order date, estimated customer value, likelihood of purchasing again, channel preference, audience segments |
YES | Marketing; personalization; advertising | Marketing platform; advertising and retail media partners; agencies | SHARED where used to build advertising audiences | 36 months from last interaction |
|
L. Sensitive personal information Your account username together with the password or code that opens it |
YES — only if you create an account. Nothing else in this category | Letting you into your account and confirming it is you | Our e-commerce platform, which runs the account | No | For as long as your account is open, then 24 months |
Sources
Where each category comes from:
- Directly from you — A (identifiers), B (customer records), D (commercial information) and H (any photo you add to a review).
- Automatically from your device as you use the Sites — A (online and device identifiers), F (internet or other network activity) and G (approximate location, derived from your IP address).
- From companies that provide services to us — A, B, D and F. Our e-commerce, payment, fulfillment, reviews, subscription and email providers return information about your orders and about how you interact with our messages.
- From marketplaces and retailers — A and D. Limited order information, which may include a forwarding email address rather than your real one.
- From advertising and analytics partners — A, F and G. Measurement and audience information about how our ads perform.
- Generated by us — K (inferences). Our marketing platform derives these from the categories above. We do not collect them from anyone.
- Created when you open an account — L (the username and password you choose).
See also Where we get it.
Sensitive personal information
California defines “sensitive personal information” more broadly than most people expect. It includes things we do not collect at all, like government identification numbers, precise location, racial or ethnic origin, religious beliefs, health or genetic information, biometric data, and the contents of your private communications. We collect none of those, except credentials to our Sites which is described next.
One thing we hold does fall inside the definition: if you create an account, the username and password combination that opens it. We collect that for one reason — to let you into your account and confirm it is you.
We use it only for that reason. We do not use it, or anything else, to work out characteristics about you, and we do not disclose it for any purpose beyond running your account. Because our use stays within what California law permits without a further choice, the right to limit the use of sensitive personal information does not arise, and you will not find a “Limit the Use of My Sensitive Personal Information” link on our site. If that ever changes, we will publish one.
Sale and sharing of personal information
We share personal information for cross-context behavioral advertising. We use advertising and measurement technologies on our Sites that allow advertising platforms to collect online identifiers and information about what you do on our Sites, and to combine it with information they hold about you from elsewhere. We also provide advertising platforms with a hashed, scrambled version of an email address so they can recognize an existing customer.
Under the CCPA this is “sharing” for cross-context behavioral advertising, and you have the right to opt out of it.
We do not receive money or anything else of value in exchange for your personal information. We pay these advertising platforms to carry our advertising; nothing flows back to us in return for your information. We do not disclose personal information to data brokers. If any of these arrangements is characterized differently under California law, the opt-out below applies to them in full.
Who receives it
The advertising and measurement partners we share personal information with are:
| Recipient | What they receive | Why |
|---|---|---|
| Online identifiers, pages viewed, purchase events; hashed email where Customer Match is used | Advertising and conversion measurement. Google Analytics operates separately as our service provider | |
| Meta | Online identifiers, pages viewed, purchase events | Advertising and measurement on Meta platforms |
| TikTok | Online identifiers, pages viewed, purchase events | Advertising and measurement on TikTok |
| Microsoft Advertising | Online identifiers, pages viewed, conversion events | Advertising and measurement on Microsoft platforms |
| Online identifiers, pages viewed, conversion events | Advertising and measurement on Pinterest | |
| Spotify | Online identifiers, page events | Advertising measurement |
| 6sense | A persistent visitor identifier, IP address and page activity | Identifying visitors to our Sites |
| 506 | Store identifier, order count, total spend and customer tags | Customer analytics |
| Amazon Advertising | Any audience we provide, typically a hashed email address; conversion signal | Advertising on and off Amazon |
| Retail media networks (including Instacart and Walmart Connect) | Hashed identifiers for audience matching | Advertising on retailer platforms |
Our Cookie Notice lists the specific technologies each of these partners uses on our Sites, what they do and how long they last.
What categories we share
We share the following categories of personal information with the recipients above for cross-context behavioral advertising:
- A. Identifiers — online and device identifiers, and hashed email addresses
- D. Commercial information — what you bought or considered, order count and total spend
- F. Internet or other network activity — pages viewed, links clicked and interaction with our ads
- G. Geolocation data — approximate location only
- K. Inferences — audience segments built from the above
We also disclose categories A, B, D, F, G, H and K to service providers for business purposes. Service providers are contractually restricted to using personal information only to perform services for us.
How to stop it
You can opt out of all of the sharing described above at any time:
- For advertising that uses cookies and similar technologies — use Cookie Preferences in the footer of every page. This choice applies to the browser and device you make it on.
- For other sharing of your personal information — use Do Not Sell or Share My Personal Information in the footer of every page.
- Or send a Global Privacy Control signal from your browser, which we treat as an opt-out for that browser without asking you to do anything else.
If any of the sharing described above is considered a “sale” of personal information under California law, your opt-out applies to that as well. A single request covers all of it — you do not need to make more than one.
We do not sell or share the personal information of consumers we know to be under 16 years of age.
Onward sale
A company that receives personal information from us may not sell it on, or share it on for cross-context behavioral advertising, unless it first gives you explicit notice and a chance to opt out. That obligation sits on them rather than on us, but you should know it exists. The advertising companies we work with are named above; each publishes its own privacy notice and opt-out controls, and the industry tools listed in our Cookie Notice let you opt out of several of them at once.
Your California rights
- Right to know — the categories and specific pieces of personal information we have collected about you, the sources, our purposes, and the categories of third parties we disclosed it to.
- Right to delete — ask us to delete personal information we collected from you, subject to exceptions.
- Right to correct — ask us to correct inaccurate personal information.
- Right to opt out of sale or sharing — tell us to stop sharing your personal information for cross-context behavioral advertising.
- Right to limit use of sensitive personal information — the only sensitive personal information we hold is your account login, used solely to run your account. Because we do not use it to infer characteristics about you, this right does not arise. See Sensitive personal information.
- Right to non-discrimination — we will not treat you differently for exercising a right.
How to exercise them
- To opt out of sale or sharing: use Cookie Preferences for advertising that uses cookies, and Do Not Sell or Share My Personal Information for other sharing — both in the footer of every page. You can also enable Global Privacy Control in your browser.
- For all other rights: submit a request at Do Not Sell or Share My Personal Information, call 866-756-4112, or email privacy@beyondmeat.com.
We will confirm receipt within 10 business days and respond within 45 calendar days. If we need more time we will tell you, and may take up to 90 days in total. We may ask you to verify your identity before we act on a request to know, delete or correct, and we will only use what you provide for that purpose. We do not ask you to verify your identity in order to opt out of sale or sharing. We act on an opt-out, including a Global Privacy Control signal, without asking you for anything further, and we will never require you to create an account in order to make any request. You may use an authorized agent; we may ask for written permission and may still ask you to verify your own identity. You can exercise the right to know, including the right to receive a copy of your personal information, twice in any 12-month period.
Your request will cover at least the 12 months before we receive it, and you can ask us to go back further, as far as 1 January 2022. We will do that where we still hold the information. Some of it is deleted on the schedule set out in How long we keep it, and we cannot produce what we no longer have. If reaching further back would take a disproportionate effort, we will explain why rather than simply decline.
If we decline your request
California law does not give you a right of appeal and does not require us to offer one. We offer one anyway. If we decline a request we will tell you why, and you can ask us to look at it again by emailing legal@beyondmeat.com with “Privacy Appeal” in the subject line. We will respond within 45 days and explain our reasoning.
Global Privacy Control
We recognize the Global Privacy Control opt-out preference signal. When we receive it, we treat it as a valid request to opt out of sale and sharing for that browser or device, without asking you to do anything else. Because it is browser-based, you will need to enable it on each browser and device you use.
Accepting cookies does not give up this right. Your cookie choices and your right to opt out of sale and sharing are two separate things. If you accept cookies and later send a Global Privacy Control signal, we treat the signal as an opt-out.
What runs before you choose
On our websites we ask before any non-essential technology runs in California — no advertising or analytics technology operates until you allow it. We work out where you are from your internet connection, which is not always accurate at state level, so Cookie Preferences in the footer of every page lets you set each category yourself whatever we detect, and shows you the setting currently applied. By using our Sites, you agree under our Conditions of Use to provide us with accurate information, including your location so we can apply the applicable settings for your selection.
Financial incentives
What we offer, and what we ask for. We give you 10% off your first order when you join our email list. To unlock it we ask for your email address and your permission to send you marketing. Those two things are all we collect for this.
Under California law this discount might be interpreted as a “financial incentive” program, because it involves the collection of personal information.
What we think your information is worth, and how we worked that out. We do not value your personal information by what we might earn from you later. We value it at what we are prepared to give up in order to obtain it, which is the discount itself. Our good-faith estimate of the value of your personal information is therefore equal to the value of your discount: 10% of your first order. The cost of the incentive is the whole of the calculation; nothing else enters it.
Taking part is entirely voluntary. You choose to join by entering your email address and confirming that you want to receive marketing from us. You can withdraw at any time and for any reason by clicking “unsubscribe” in any marketing email, by updating your preferences using the link in our emails, or by emailing privacy@beyondmeat.com. Withdrawing does not cancel an order you have already placed using a discount code.
If you do not sign up, you can still buy from us on exactly the same terms as everyone else. The only thing you do not receive is the sign-up discount.
Subscription savings are not part of this. Where we offer a lower price for a recurring order, that price reflects your commitment to buy from us regularly, not the provision of any personal information. We need the same details to fulfill a subscription order as we do a one-time order.
This section covers the email sign-up discount. It is the only program we run in which a saving is offered in exchange for personal information. If we introduce another one, we will set out its terms and its valuation here before it starts.
Shine the Light
California Civil Code section 1798.83 lets California residents ask us about personal information we disclosed to third parties for their own direct marketing purposes. Email privacy@beyondmeat.com with “Shine the Light” in the subject line.
Contact
Beyond Meat, Inc., Attn: Privacy, 888 N. Douglas Street, Suite 100, El Segundo, CA 90245 | privacy@beyondmeat.com | 866-756-4112
If you need this notice in a different format because of a disability, tell us using the details above and we will find a way to get it to you.
Effective date: 1 September 2026 · Last updated: 1 September 2026 · Ref: BYND.2.1.1