At The Alternatives (operated by Alkemal Foods, "we", "us", "our"), we respect your privacy and are committed to protecting the personal data you share with us. This Privacy Policy explains what information we collect, how we use it, and the choices you have — in line with Singapore's Personal Data Protection Act (PDPA).
By using our website, creating an account, or placing an order with us, you agree to the collection and use of information as described in this policy. If you do not agree, please refrain from using our site or services.
We collect information that you provide directly to us, as well as information gathered automatically as you browse our site.
Information You Provide
- Name, email address, phone number, and delivery address when you create an account or place an order
- Payment details, processed securely through our third-party payment gateways (we do not store full card numbers)
- Messages, feedback, or enquiries submitted through our contact form or customer support channels
- Reviews, ratings, or content you choose to submit on product pages
Information Collected Automatically
- Device information, browser type, and IP address
- Pages visited, time spent on site, and referring URLs
- Cookies and similar tracking technologies (see Section 3)
2. How We Use Your Information
We use the information we collect to:
- Process and fulfil your orders, including delivery and payment confirmation
- Create and manage your account, including order history and loyalty points
- Respond to customer service enquiries and support requests
- Send order confirmations, shipping updates, and transactional emails
- Send marketing communications, only where you have opted in — you may unsubscribe at any time
- Improve our website, products, and overall shopping experience
- Detect, prevent, and address fraud, security issues, or technical problems
- Comply with legal obligations under Singapore law
3. Cookies & Tracking Technologies
We use cookies and similar technologies to remember your preferences, keep you logged in, understand how you use our site, and personalise your experience. This includes essential cookies (required for the site to function), analytics cookies (to help us understand traffic and usage patterns), and marketing cookies (to tailor promotions to your interests).
You can control or disable cookies through your browser settings at any time. Please note that disabling essential cookies may affect the functionality of our website, including your ability to check out.
4. How We Share Your Information
We do not sell your personal data. We may share your information with:
- Logistics partners — to deliver your orders across Singapore
- Payment processors — to securely process transactions
- Service providers — who help us operate our website, send emails, or provide customer support, under strict confidentiality obligations
- Legal or regulatory authorities — where required by law, court order, or to protect our legal rights
Any third party we work with is required to handle your data in accordance with applicable data protection laws, including the PDPA.
5. Data Security
We take reasonable technical and organisational measures to protect your personal data against unauthorised access, alteration, disclosure, or destruction. This includes SSL encryption for data transmitted through our site and restricted access to personal data within our organisation.
While we work hard to protect your information, no method of transmission over the internet is 100% secure. We encourage you to use a strong, unique password for your account and to keep your login credentials confidential.
6. Data Retention
We retain your personal data for as long as necessary to fulfil the purposes outlined in this policy, including to comply with legal, accounting, or reporting requirements. Order and transaction records are typically retained for the period required under Singapore's accounting and tax regulations. You may request deletion of your account data at any time, subject to our legal retention obligations.
7. Your Rights
Under the PDPA, you have the right to:
- Access the personal data we hold about you
- Request correction of inaccurate or outdated personal data
- Withdraw consent for the collection, use, or disclosure of your personal data
- Request deletion of your account and associated personal data, subject to legal retention requirements
- Opt out of marketing communications at any time via the unsubscribe link in our emails or your account settings
To exercise any of these rights, please contact us using the details in Section 10 below. We will respond to your request within a reasonable timeframe, in accordance with the PDPA.
8. Children's Privacy
Our website and services are not directed at children under the age of 13, and we do not knowingly collect personal data from children. If you believe a child has provided us with personal data, please contact us so we can take appropriate action.
9. Third-Party Links
Our website may contain links to third-party websites, such as our social media pages or brand partner sites. We are not responsible for the privacy practices of these external sites, and we encourage you to review their privacy policies separately.
10. Changes to This Policy
We may update this Privacy Policy from time to time to reflect changes in our practices, technology, legal requirements, or other factors. Any updates will be posted on this page with a revised "Last Updated" date. We encourage you to review this page periodically.
If you have any questions, concerns, or requests regarding this Privacy Policy or how we handle your personal data, please reach out to us: