Privacy Policy

Last Updated: June 30, 2023

As used in this privacy policy (this “Privacy Policy”), “Natural Grocers,” “us,” “we” and “our” collectively refers to Vitamin Cottage Natural Food Markets, Inc. and its subsidiaries and affiliates.

Natural Grocers values the privacy of its customers’ information. This Privacy Policy describes how we acquire information from—including anywhere we interact with you—or about you, such as within our stores (“Stores”), through any websites we own or control (including without limitation,, (collectively, the “Site”), or on our mobile application (“Mobile App,” and together with the Site and Stores collectively, the “Offerings”) and how we use, share and protect that information.

Capitalized terms that are not defined in this Privacy Policy have the meanings given in our Terms of Use.

Please read this Privacy Policy carefully to understand our policies and practices regarding your information and how we will treat it. If you do not agree with our policies and practices, your choice is not to use any of our Offerings. By viewing our Offerings, you are consenting to the information collection, use and disclosure practices described in this Privacy Policy. This Privacy Policy may change from time to time. Please see Modifications to This Privacy Policy to learn more.

In certain jurisdictions, we are required by applicable data protection laws to provide alternate or additional disclosures relating to the processing of personal information. To find our state-specific disclosures that may be applicable to you, please click on State-Specific Disclosures.

When This Privacy Policy Applies

This Privacy Policy applies to information we collect:

  • when accessing the Offerings;
  • in email, text, and other electronic messages between you and us;
  • when you interact with our advertising on third-party websites; or
  • when you interact with our Offerings on third-party websites.

It does not apply to information collected by any third party, including through any application or content (including advertising) that may link to or be accessible from or on the Site or Mobile App. If you would like more information, please go to Hyperlinks to learn more.


How We Collect Your Information

We may obtain information from and about you in a number of different ways, including:

  • when you provide it to us while using any of the Offerings, including when you use any retail software systems in our Stores;
  • when you purchase, order, return, exchange or request information about our products and services in our Stores or on the Offerings;
  • through automated data technologies such as cookies and web beacons, described below;
  • when you participate in interactive features of the Offerings;
  • when you place online orders or purchase gift cards;
  • when you participate in our {N}power Loyalty Program, which is governed by its own Terms of Use;
  • when you conduct a transaction where we collect information required by law (for example, age-restricted purchases);
  • when you sign up for our emails, mobile messages, or any other communications;
  • when you send us email messages, call us by telephone, or text us using any device (including when you provide us with comments, suggestions or other input);
  • when you respond to surveys, both online and offline;
  • when you enter a contest or sweepstakes we sponsor;
  • through your search queries on the Offerings; or
  • from third parties.


We may (and third parties may) use cookies to receive and store certain types of information whenever you interact with the Offerings through your computer or mobile device. This information helps us customize your experience while visiting the Offerings and makes our marketing messages more relevant. You can opt out of IP‑based geolocation web services at any time by changing your browser or device settings. You may also modify your cookie settings in your browser through your browser settings. Please note that if you set your browser to disable cookies, you may not be able to fully access and use the Offerings.

Web Beacons

Pages of the Offerings and our emails may contain small electronic files known as web beacons (also referred to as clear gifs, pixel tags, and single-pixel gifs) that permit us, for example, to count users who have visited those pages or opened an email and for other related website statistics (for example, recording the popularity of certain Site content and verifying system and server integrity).


Information We Collect

We may collect the following types of information:

  • information by which you may be personally identified such as name, email, phone number, and physical address (“personal information”);
  • that is about you but individually does not identify you, such as demographics and your preferred Natural Grocers Store;
  • financial information to carry out a transaction, as described in and subject to, the paragraph below;
  • purchase information and transaction history;
  • information about the devices you use to access the internet (such as the IP address, location, and the type of the device, operating system, and web browser);
  • dates, times, and duration of visits to the Offerings (including whether you are a registered member or first-time visitor);
  • general geolocation and when you are prompted on the Mobile App, precise geolocation;
  • information on actions taken on the Offerings (such as page views and site navigation patterns); or
  • information about your online activities over time and across third-party websites or other online services (behavioral tracking).

In order to complete a transaction, you may be required to provide information such as the type of card, card number, expiration date, security code, and billing address. When you provide such information, it is processed directly by a third-party payment processor. We do not have direct access to, handle, or store any of your credit card or debit card details.


How We Use Your Information

We may use information that we collect about you or that you provide to us, including any information gathered through the Offerings, to:

  • provide products and services to you;
  • administer our business activities;
  • process, fulfill, manage and bill purchases, orders, payments, returns, exchanges and requests for information (including through third-party merchandise and service suppliers);
  • understand demographics and content preferences;
  • better serve you and other Natural Grocers customers;
  • deliver coupons, newsletters, promotions, new services, in-Store messages, emails and text messages;
  • send marketing communications and other information regarding our Offerings, products, services and promotions;
  • administer and improve the Offerings;
  • conduct research and analysis, including focus groups and surveys;
  • administer sweepstakes and contests;
  • provide notice of changes to the Offerings;
  • prevent fraudulent transactions and monitor against theft;
  • provide information in connection with the anticipated sale, purchase, merger or reorganization of Natural Grocers;
  • to assist law enforcement, respond to subpoenas or disclose information when legally compelled to do so or when Natural Grocers, in good faith, believes that the law requires it or for the protection of our legal rights or those of a third party; or
  • for any other purpose to which you consent.

Additionally, if you use our Mobile App, and if you elect to opt-in to use precise geolocation, we may collect information about the location of your device, to enable the functionality of our applications to provide you with information about Stores or nutritional health coaches near you.

Combined Information

We may combine the information we collect with publicly available information and information we receive from our parent, affiliate, or subsidiary companies, business partners, and other third parties. We may use that combined information for any purpose described in this Privacy Policy.

Automated Data Tracking Technologies

We also may use third-party website analytics tools (such as Google Analytics) that collect information about user traffic on and interactions with the Offerings. It helps us to improve our Offerings and to deliver a better and more personalized service enabling us to:

  • estimate our audience size and usage patterns;
  • store information about your preferences, allowing us to customize our Offerings according to your individual interests;
  • speed up your searches; or
  • recognize you when you return to our Offerings.

To learn more about your rights including how to opt out, go to Your Rights below.


Who We Share Your Information With

We may share information that we collect or you provide, as described in this Privacy Policy:

  • to contractors, service providers, and other third parties who keep personal information confidential and use it only for the purposes for which we disclose it to them; or
  • to an anticipated buyer or other successor in the event of a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of Natural Grocers’ assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, in which information held by Natural Grocers about our Offerings users is among the assets transferred.


Why We Share Your Information

We may share information to:

  • to fulfill the purpose to which you provide it;
  • for any other purpose disclosed by us when you provide the information;
  • for marketing or advertising purposes; or
  • with your consent.

We may also disclose your information:

  • to comply with any court order, law, or legal process, including to respond to any government or regulatory request;
  • to enforce or apply our Terms of Use or other agreements, including for billing and collection purposes as described in Information We Collect; or
  • if we believe disclosure is necessary or appropriate to protect the rights, property, or safety of Natural Grocers, our users, or others.

We will not sell or otherwise share personal information with third parties or nonaffiliated companies except for those purposes described above or as required or permitted by law. However, we may freely share any data collected through the Offerings that is not personal information.


This Website may contain hyperlinks to third-party websites. This Privacy Policy does not apply to information collected at any such third-party websites. Natural Grocers is not responsible for the privacy practices of such third-party websites. We encourage you to carefully review the privacy policies applicable to any website or service you visit so that you understand the policies applicable to those sites or services.

Third Party Automated Data Tracking Technologies

Some content or applications on the Offerings are served by third parties. These third parties may use cookies alone or in conjunction with web beacons or other tracking technologies to collect information about you when you use the Site. The information they collect may be associated with your personal information or they may collect information, including personal information, about your online activities over time and across different websites and other online services. They may use this information to provide you with interest-based (behavioral) advertising or other targeted content.

We do not control these third parties’ tracking technologies or how they may be used. If you have any questions about an advertisement or other targeted content, you should contact the responsible provider directly.


Your Rights

Choices Regarding Promotional Communications

If you receive a promotional email from us, you may unsubscribe at any time by following the instructions contained within the email. You may also opt out from receiving promotional email from us, and any other promotional communications that we may send to you from time to time (e.g., by postal mail), by sending your request to us via the contact information at the end of this Privacy Policy. We try to address these requests as quickly as possible, although you may receive promotional email from us before we implement your request. Additionally, even after you opt out of receiving promotional messages from us, you will continue to receive messages from us that are not promotional in nature, for example, regarding your orders.

Choices Regarding Targeted Advertising

If you do not want us to use information that we collect or that you provide to us to deliver advertisements according to our advertisers’ target-audience preferences, you can opt-out by contacting us via the contact information at the end of this Privacy Policy or by using our opt out form found here.

We do not control third parties’ collection or use of your information to serve interest-based advertising. However, these third parties may provide you with ways to choose to not have your information collected or used in this way. You can opt out of receiving targeted ads from members of the Network Advertising Initiative (“NAI”) on the NAI's website or other opt-out mechanism.

Accessing, Amending and Deleting your Information

If we offer the ability to create user accounts or profiles on the Offerings, you have the ability to access and update categories of information that you provide to us by logging into your account and accessing your account settings. If you wish to access or amend any other personal information we hold about you, you may contact us as outlined at the end of this Privacy Policy. We may request proof of your identity before sharing or updating such personal information.

If you request that we delete the personal information that we have collected, we will do so within a reasonable period of time, but we may need to retain some of your information in order to satisfy our legal obligations, or where we reasonably believe that we have a legitimate reason to do so.


Modifications to this Privacy Policy

Natural Grocers reserves the right to make changes to this Privacy Policy at any time, and such changes will be effective immediately upon being posted on the Offerings. When we do, we will also revise the “Last Updated” date at the beginning of this Privacy Policy. If we change this Privacy Policy in a manner that is materially less restrictive of our use or disclosure of your personal information, we will provide you with an opportunity to opt out of such new or different use. We encourage you to review this Privacy Policy from time to time for any changes.


How We Respond to Do Not Track Signals

Your web browser may let you choose your preference as to whether you want to allow the collection of information about your online activities over time and across different websites or online services. At this time, the Offerings does not respond to the preferences you may have set in your web browser regarding such collection of your information, and the Offerings may continue to collect information in the manner described in this Privacy Policy.


Children’s Privacy

This Website is not intended for use by anyone under the age of 18. Natural Grocers does not knowingly solicit and does not wish to receive any information from children. If you believe we might have any information from or about a child under the age of 18, please contact us using by using the contact information at the end of this Privacy Policy.


Security and Retention

We have attempted to take all reasonable steps to have physical, electronic and procedural safeguards in place to protect personal information gathered through the Offerings. This includes compliance with related federal regulations and may include use of industry-standard Secure Socket Layer (SSL) encryption to prevent any loss, misuse, unauthorized access, disclosure, or modification of information. Unfortunately, no data transmission over the internet can be guaranteed to be 100% secure. As a result, while we strive to protect your information, we cannot guarantee or warrant the security of any information you transmit to or from our Site, and you do so at your own risk.

The safety and security of your information also depends on you. Where we have given you (or where you have chosen) a password for access to certain parts of our Offerings, you are responsible for keeping this password confidential. We ask you not to share your password with anyone.

We will retain your personal information for as long as we deem needed to fulfill your requests, provide the Offerings, comply with our legal obligations, resolve disputes and enforce our agreements.


State-Specific Disclosures

We may be required by law to provide additional privacy disclosures, depending on the jurisdiction in which you reside. Please refer below for disclosures that may be applicable to you.

United States

If you are a resident of Colorado, please click here for additional privacy disclosures.

If you are a resident of Utah, please click here for additional privacy disclosures.

International Visitors

Our servers and data centers are located in the United States. If you choose to use the services from outside the United States, then you should know that you are transferring your personal information outside of your region and into the United States for storage and processing. Also, we may transfer your data from the United States to other countries or regions in connection with storage and processing of data, fulfilling your requests, and operating the Offerings. You should know that each region can have its own privacy and data security laws, some of which may be less stringent as compared to those of your own region.


Contact Us

If you have any questions or concerns regarding this Privacy Policy, please contact us. You may also reach us by mail at:

Natural Food Markets, Inc.
Attn: General Counsel
12612 West Alameda Parkway
Lakewood, Colorado 80226