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Privacy policy

The below-defined rules for protection of personal data apply to the business activities of "HYVE EAT BETTER'' or "HYVE", a MERX TRADE, s.r.o. brand, ID 09594566, residing at Nove Sady 988/2, 602 00 Brno, registered in the Business Register administered by the Regional Court in Brno, Section C, File 119557/SL1/KSBR (hereinafter referred to as MERX TRADE, s.r.o.o. or "the Company"). These rules apply to all the activities of the online shop,, operated by the company.

MERX TRADE, s.r.o., is an administrator of the personal data of its customers and users of its online shop, as defined by the Act on Personal Data Protection and related regulations.

Office and corresponding address: 

MERX TRADE, s.r.o.

Nove Sady 988/2,

602 00 Brno, 

Czech Republic

Phone: +420 607 577 903

E-mail address:

The privacy policy of MERX TRADE, s.r.o. applies to the customers and users of the online owned by MERX TRADE, s.r.o. and run under established brand hyve, who are natural persons and are composed of the following articles:

1. Personal and ambassador account

You can register at, an online shop operated by MERX TRADE, s.r.o., as a new ambassador and gain a number of benefits. In the registration form, you need to enter the required data, mainly your name, surname, delivery address, phone number, and email address. Once this data is submitted and confirmed via email, your ambassador account will be established. In this way, you provide MERX TRADE, s.r.o., with your personal data and agree to its processing according to the information you received when filling out and submitting the registration form.

To access your ambassador account, you need to choose a username and password. Please choose wisely in order to prevent any unauthorized use by a third party. We do our best to protect your personal data, but when the correct login data is used, we cannot further verify whether it is really you logging in. If your login data is misused, the person who misused it gains access to your personal data entered during the registration. Please keep the login data secret. If you do not, MERX TRADE, s.r.o., shall not be held responsible for any misuse of the ambassador account or the data it contains by a third party.

The information provided during registration must be truthful and complete. Any account established based on untrue or incomplete data may be canceled without any compensation, and the same applies to any ambassador account through which legal regulations or good manners are violated. In the event of changes to your data, it is recommended that you correct them immediately in the ambassador account or inform any of the above-listed contacts about them.

2. Protection of personal data

By filling out an order, setting up an ambassador account, subscribing to our newsletter, commenting on and rating our products, or exercising the rights following the purchase contract, you provide MERX TRADE, s.r.o. with some of your personal data. As you are informed when entering your personal data, by most of these steps you grant your consent to the processing of the provided personal data to the given extent and for the given purposes, in most cases until you express your disapproval with such processing. We need to always have a legitimate reason to process your personal data. When you subscribe to our newsletter and set up an ambassador account without ordering any products, your consent to the processing of your data, which you grant by submitting the personal data entered and clicking on the link in the confirmation email, constitutes a legitimate reason. If you enter this data when placing an order, returning some products, or filing a complaint, the legitimate reason for its processing is the fact that we need the data to conclude a purchase contract and to fulfill our obligations resulting from it. In some cases, we may process some of your personal data (e.g., your email address) due to our legitimate interest, mainly in developing, promoting, and improving our business.

When processing your personal data, we proceed in accordance with the law valid in the Czech Republic, mainly with Act No. 101/2000 Coll. on protection of personal data, as amended, and with the provision of the European Parliament and the Council of the European Union (EU) No. 2016/679 on the protection of natural persons in relation to the processing of personal data and on free movement of this data and the cancellation of Directive No. 95/46/EC (hereinafter referred to as the Directive).

2.1 What is personal data?

Personal data is the information you provide us when filling out an order, registering, or doing any other activity in some of the online shops operated by MERX TRADE, s.r.o. Personal data refers to each piece of information that identifies or may identify a specific person. Personal data mainly, but not exclusively, refers to name and surname, photographs, date of birth, email address, postal address, or phone number. Personal data may also be less usual, such as a bank account number, as it may be used to identify a specific person.

We obtain some data automatically when you visit our online shop, such as your IP address, type of browser, device, and operating system; the duration and number of times you access the web interface; information gained via cookies; and other similar information. We would like to inform you that we may obtain this other data even if you don’t set up an ambassador account and regardless of whether you make a purchase at our online shop or not. This other data helps us detect cookies. We informed you about the use of cookies right after you arrived at our online shop website.

It makes no difference whether you provide your personal data on the Internet or when placing an order at our shop. If you provide us with your personal data with the aim of ordering products or concerning their delivery to our clerks in person, the following information applies to you:

2.2 How is the personal data used?

By using your personal and other data, we provide you with access to your ambassador account and related benefits while you are active on our online shop website. The data is also necessary for us if you order products from us, so that we know who we conclude the contract with, where to ship the products, and whom to contact if needed.

Also, the data is further used for communication concerning the administration of your ambassador account and for user support. The data may be used to improve our services, including an analysis of the behavior of the users who arrive at the websites of the online shops operated by MERX TRADE, s.r.o.

The data may be used for commercial and marketing purposes as well, i.e., to administer a database of customers, registered users, and subscribers to our newsletter and offers of products and services; it may be used this way for an indefinite period of time, unless an objection is raised or a request to delete the data is received, as explained below. By placing an order or setting up an ambassador account, you expressly consent to receiving commercial messages in accordance with the information we provided before you submitted your personal data.

The consent to receiving commercial messages and electronic mail for the purposes of direct marketing may be withdrawn at any time by sending an email message to our contact email address or by clicking on the link provided in the commercial message.

2.3 How do we administer and store your personal data?

MERX TRADE, s.r.o., is an administrator of personal data in accordance with the Act on Protection of Personal Data as well as with the Directive, and it is registered with the Czech Office for Personal Data Protection as No. 00038046.

We are entitled to authorize a third party to process your personal and other data as a processor. The processor is the party to whom we pass on your personal data for the purpose we specify, and this person may handle the data only in the way we specify. The processor may be a subject operating data storage where we keep your personal data.

The personal data obtained through completed deals will be processed for the period necessary to fulfill the obligations following the purchase contract and to ensure that the rights and obligations of both the purchasing and selling parties may be exercised and fulfilled. The data processed due to these reasons shall be processed for a period not exceeding 10 years following the day on which the contract purchase was concluded. If the personal data is processed based on the registration for a newsletter subscription or on setting up an ambassador account, the data will be processed only until you withdraw your consent to the processing of the personal data for these purposes or until you let us know in any other way that you no longer wish for your personal data to be processed. The personal data will be processed in electronic form in an automated way or in printed form in a non-automated way.

2.4 Who is the personal data passed on to?

We do not pass on your personal data to any other party without informing you when we obtain it from you, unless it clearly follows from the nature of the purpose for which it is provided that it needs to be passed on. These other parties may be contracting shipping companies or people involved in the delivery or in providing the service. These people will receive your personal data to the minimum extent necessary for delivering the products or providing the service. If we use your personal data for marketing purposes, we may pass it on to the party outsourcing these activities for us; however, again, only to the extent necessary for the marketing service provided.

2.5 Your rights related to the processing of personal data

In relation to the processing of your personal data, you have a number of rights you can exercise toward the administrator of your personal data. You have the right to access your personal data processed by MERX TRADE, s.r.o., and the right to receive information concerning the processing (about the purpose of processing, about which data concerning you is processed by us, and about the sources and recipients of this data). This information will be immediately provided to you on request, just like a statement on whether we process any personal data about you. For the provision of the information, we are entitled to ask for adequate compensation not exceeding the costs of providing the information.

You have the right to require that incorrect or subsequently changed personal data be corrected or deleted. You also have the right to raise an objection to the processing of personal data. Based on your written request, we will remove your personal data from the database. The request to delete the personal data should be based on some of the reasons stipulated in Article 17, Clause 1, of the Directive. Until we make a decision about your request to correct or delete your personal data, you have the right to require that we limit our use of this data.

If we process personal data based on your consent, you have the right to withdraw this consent at any time. Your withdrawal in no way affects the legitimacy of the processing of data prior to your withdrawal of consent.

In case we process your data based on our legitimate interest, you have the right to raise an objection to such processing, and we will suspend processing until we prove there are serious legitimate reasons for the processing. If our legitimate interest is direct marketing, raising the objection will terminate the processing of the personal data for this purpose.

If the legal reason for the processing of your personal data is the fact that you gave your consent to the processing and it is done automatically, e.g., by automatically storing the data into a database once it is provided in an online shop, you have the right to require that we provide this data to you in a machine-readable format with the aim of passing the data on to another administrator.

If you suspect that our company or the processor of personal data processes your personal data in conflict with the Office for Personal Data Protection or the Directive, you have the following options:

  • You can ask us or the processor for an explanation.
  • You can ask us or the processor to correct such a situation, mainly if it is about blocking, correcting, adding information to, or removing personal data.
  • You can file a complaint against such behavior with the Office for Personal Data Protection.

We will do our best to protect your personal data. If you are not satisfied with the way it is processed, however, you have the right to contact relevant authorities, mainly the Office for Personal Data Protection (, which supervises the protection of personal data in the Czech Republic. This provision in no way affects your right to contact this office directly.

3. Further context of the use of your data by a MERX TRADE, s.r.o. on  online shop

3.1 What are cookies, and how do you consent to their use?

Cookies are text files stored on the computer or other electronic device of each visitor to an online shop that allow, for example, the analysis of how visitors use it. Websites that have stored cookies in your browser will then be able to tell whether you have visited the site before, whether you have items in your basket or a form in progress, or whether you are logged in.

The first time you connect to our website, you will be presented with a cookie banner that invites you to consent to the use of cookies on our website. On the basis of your consent, we use analytics and marketing cookies to enable us to optimize the site and offer you relevant advertising messages. It is your choice whether you accept these cookies and other similar techniques of personal data processing, either by selecting the "Accept All" button on the cookie bar or by setting your cookie consents according to your preferences and needs by providing your consents in the more detailed settings. You can change the consents you have already given in the same way at any time (e.g., via a link in the footer of the page or in the more detailed settings), while withdrawing your consent does not affect the lawfulness of processing based on consent given before its withdrawal.

3.2 Can you prevent the storage of cookies on your computer altogether?

You can refuse the use of cookies in the preference center, as described above, or by selecting the appropriate settings in the internet browser you are using. In this respect, you may wish to contact the manufacturer of your internet browser. By completely rejecting the use of cookies in your browser settings, you may not be able to make full use of all the functions normally available on the online shop pages. Some of the cookies are necessary for their smooth operation. We are entitled to use these necessary cookies without your explicit consent, which is why there is no option in the preference center to refuse them. However, we are obliged to notify you of the use of these cookies, which we have done via the cookie bar and this document.

3.3 Categories of Cookies

We use the following categories of cookies on our website:

Functional cookies

The collection and storage of these cookies helps us ensure the correct functionality of our website. The processing of this data is necessary, for example, to ensure the registration process, login, secure the website against attacks, improve the functionality of the website, customize functionality, monitor page loading speeds, etc. Without this data, the website cannot function properly, and therefore it cannot be refused.

Analytical cookies

Analytical cookies allow us to obtain information about user activity over time on our website, which allows us to improve our website according to your needs. For example, they are used to track how users return over time, where they come from, what their favorite pages are, and how they interact with the different components and features of our website.

Marketing cookies

The processing of data from marketing cookies allows us to show you our advertising on other websites. They are also used to track the ads you click on or the actions you take after clicking on an ad. The processing of this data also allows us to create and serve ads tailored to you.