Privacy Policy

Privacy Policy

Last Updated: February 25, 2026

This Privacy Policy applies to smallmatterspet.com (the "Website") and all other communications and services (collectively, the "Services") operated by Pet Foundry Studio Limited ("Pet Foundry Studio," "Small Matters," "we," "us," or "our"). Pet Foundry Studio Limited is a company incorporated in Auckland, New Zealand, and is the operator of the Small Matters brand, a range of dog food products manufactured in the United States.


This Privacy Policy explains how we collect, use, disclose, and protect personal information we obtain through your use of the Website and your communications with us. It also describes the choices available to you regarding your personal information.


"Personal Information" means any information that relates to an identified or identifiable individual.


Please read this Privacy Policy carefully. By using our Website, you acknowledge and agree to the practices described herein.

1. Information We Collect

Information you provide to us

We collect Personal Information that you voluntarily submit to us. This includes information provided when you:


Submit a contact form. Our Website includes a contact form through which you may submit the following information:

  • First name
  • Last name
  • Email address
  • Country of residence


We collect this information solely to respond to your inquiry and to communicate with you about our products and brand.


Communicate with us. If you contact us by email or through any other channel, we may collect and retain a record of that correspondence, including any Personal Information contained in your message.

Information collected automatically

When you visit our Website, certain information is collected automatically through cookies, pixels, and similar tracking technologies. This may include:

  • Internet Protocol (IP) address
  • Browser type and version
  • Operating system
  • Device type and identifiers
  • Referring and exit URLs
  • Pages visited and time spent on those pages
  • Clicks and interactions on the Website
  • General geographic location (e.g., country or city derived from IP address)
  • Date and time of your visit


This automatically collected information may be combined with Personal Information you have provided to us.

Tracking technologies we use

We use the following third-party tracking technologies on our Website:

Meta Pixel (Facebook/Instagram). We use the Meta Pixel to measure the effectiveness of our advertising and to build audiences for our advertising campaigns on Meta platforms (Facebook and Instagram). Meta may collect and use information about your activity on our Website in accordance with Meta's own Privacy Policy, available at https://www.facebook.com/privacy/policy.


TikTok Pixel. We use the TikTok Pixel to track conversions, optimize advertising, and build audiences for campaigns on TikTok. TikTok may collect and use information about your activity on our Website in accordance with TikTok's Privacy Policy, available at https://www.tiktok.com/legal/page/us/privacy-policy.


Google analytics. We use Google Analytics to understand how visitors interact with our Website, including which pages are visited most frequently and how users navigate the site. Google may collect and use information about your activity on our Website in accordance with Google's Privacy Policy, available at https://policies.google.com/privacy. You may opt out of Google Analytics tracking by installing the Google Analytics Opt-Out Browser Add-on, available at https://tools.google.com/dlpage/gaoptout.

2. How We Use Your Information

We use the information we collect for the following purposes:

  • To respond to your inquiries submitted through our contact form
  • To communicate with you about our products, brand updates, and news, where you have indicated interest or consented to receiving such communications
  • To operate and improve our Website, including understanding how visitors use our site and diagnosing technical issues
  • To measure and improve our advertising, using data from tracking pixels to understand the performance of our marketing campaigns
  • To comply with legal obligations applicable to us under New Zealand law, United States law, or the laws of other applicable jurisdictions
  • To protect our rights and interests, and to detect, prevent, or address fraud, security issues, or technical issues
  • For any other purpose disclosed to you at the time of collection or with your consent

We do not use your Personal Information for automated decision-making or profiling that produces legal or similarly significant effects on you.

3. How We Share Your Information

We do not sell, rent, or trade your Personal Information to third parties. We may share your information in the following limited circumstances:

Service providers. We may share your Personal Information with trusted third-party service providers who assist us in operating our Website, conducting our business, or providing services to you — such as website hosting, email service providers, and analytics providers. These service providers are authorized to use your information only as necessary to provide these services to us and are required to maintain the confidentiality and security of your information.

Advertising and analytics partners. As described in Section 1, we use Meta, TikTok, and Google Analytics technologies that may share data about your activity on our Website with those platforms for advertising and analytics purposes.

Business transfers. If we undergo a merger, acquisition, restructuring, bankruptcy, or sale of all or part of our assets, your Personal Information may be transferred as part of that transaction. We will notify you via email and/or a prominent notice on our Website of any such change and any choices you may have regarding your information.

Legal requirements. We may disclose your Personal Information if required to do so by law or in good-faith belief that such action is necessary to: (i) comply with a legal obligation, government request, or court order; (ii) protect and defend our rights or property; (iii) prevent or investigate possible wrongdoing in connection with our Services; or (iv) protect the personal safety of users or the public.

With your consent. We may share your information with third parties when we have your explicit consent to do so.

4. Cookies and Tracking Technologies

Our Website uses cookies and similar tracking technologies (including pixels and analytics scripts) as described in Section 1.

What are cookies? Cookies are small text files placed on your device by a website you visit. They are widely used to make websites work more efficiently and to provide information to website owners.

Your choices. You can control cookies through your browser settings. Most browsers allow you to refuse cookies or to delete cookies that have already been set. Please note that if you disable cookies, some features of our Website may not function correctly. You can also opt out of interest-based advertising from participating companies through the Digital Advertising Alliance at https://optout.aboutads.info or the Network Advertising Initiative at https://optout.networkadvertising.org.

5. Data Retention

We retain your Personal Information for as long as necessary to fulfill the purposes outlined in this Privacy Policy, unless a longer retention period is required or permitted by law. When your information is no longer needed, we will delete or anonymize it.

Information submitted through our contact form is retained for the period required to respond to your inquiry and, where applicable, for up to 24 months thereafter for record-keeping purposes.

6. Data Security

We take reasonable and appropriate technical and organizational measures to protect the Personal Information we collect and store. However, no method of transmission over the Internet or method of electronic storage is 100% secure. While we strive to use commercially acceptable means to protect your information, we cannot guarantee its absolute security.

7. Children's Privacy

Our Website is not directed at children under the age of 13, and we do not knowingly collect Personal Information from children under 13. If you believe we have inadvertently collected information from a child under 13, please contact us immediately using the details in Section 12 and we will take steps to delete that information promptly.

8. Your Privacy Rights

U.S. State Privacy Rights

Depending on where you reside in the United States, you may have additional rights regarding your Personal Information under applicable state privacy laws.

California (CCPA/CPRA). California residents have the right to: (i) know what Personal Information we collect, use, disclose, and sell; (ii) request deletion of their Personal Information; (iii) opt out of the sale or sharing of Personal Information; and (iv) non-discrimination for exercising their privacy rights. We do not sell Personal Information as defined under the CCPA. To exercise your California privacy rights, please contact us using the details in Section 12.

Virginia (VCDPA), Colorado (CPA), Connecticut (CTDPA), Texas (TDPSA), and other applicable U.S. state laws. Residents of these states may have the right to: (i) access Personal Information we hold about you; (ii) correct inaccurate Personal Information; (iii) request deletion of your Personal Information; (iv) opt out of certain processing activities including targeted advertising; and (v) appeal our decisions regarding your privacy rights requests. To submit a request, please contact us using the details in Section 12.

We will respond to verifiable consumer requests within the timeframes required by applicable law (generally within 45 days, with an extension of up to an additional 45 days where reasonably necessary).

Do Not Track

Some browsers transmit "Do Not Track" signals to websites. Because there is currently no recognized industry standard for responding to Do Not Track signals, our Website does not currently alter its practices in response to such signals.

9. International Data Transfers

Small Matters is operated by Pet Foundry Studio Limited, a company based in Auckland, New Zealand. Our products are manufactured in the United States, and our Website is directed primarily at users in the United States. If you are located outside the United States, please be aware that your information may be transferred to and processed in the United States or New Zealand, which may have data protection laws different from those in your country.

By using our Website and submitting information through our contact form, you acknowledge and consent to the transfer of your information to the United States and/or New Zealand for the purposes described in this Privacy Policy.

10. Third-Party Links

Our Website may contain links to third-party websites or services. We are not responsible for the privacy practices of those third parties, and this Privacy Policy does not apply to their websites. We encourage you to review the privacy policies of any third-party sites you visit.

11. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our practices, technology, legal requirements, or other factors. We will post the updated Privacy Policy on this page and update the "Last Updated" date at the top. We encourage you to review this Privacy Policy periodically. Your continued use of the Website after any changes constitutes your acceptance of the updated Privacy Policy.

12. Contact Us

If you have any questions, concerns, or requests regarding this Privacy Policy or the way we handle your Personal Information, please contact us at:

Small Matters / Pet Foundry Studio Limited Email: hello@petfoundry.co Website: www.smallmatterspet.com Mailing Address: Pet Foundry Studio Limited, Auckland, New Zealand

We will endeavor to respond to all legitimate requests within a reasonable timeframe.