Privacy Policy
FarmMarket
Privacy Policy
How FarmMarket collects, uses, and protects your information
Last updated: 6 August 2026
1. Introduction
This Privacy Policy explains how Mafikeng Digital Innovatioin hub trading as FarmMarket ("we", "us", "our") collects, uses, discloses, and protects personal information when you use farmers.mafihub.co.za (the "Platform"). We process personal information in accordance with the Protection of Personal Information Act 4 of 2013 (POPIA) and, where applicable, other relevant data protection laws.
2. Information We Collect
2.1 Information you give us
Account details: name, email address, phone number, password, and (for Sellers) business name and registration details.
Profile and listing information: product descriptions, prices, photos, and location details you choose to publish.
Payment information: billing details for Seller subscriptions, processed via our payment provider (we do not store full card numbers on our own servers).
Messages: content you send through our in-platform messenger to other users.
Support communications: information you provide when contacting customer support.
2.2 Information collected automatically
Device and usage data: IP address, browser type, device identifiers, pages viewed, and time spent on the Platform.
Cookies and similar technologies: see Section 7 below.
Approximate location: derived from your IP address or, if you allow it, device location services, to help match Buyers with nearby Sellers.
3. How We Use Your Information
We use personal information to:
create and manage your account;
operate the marketplace, including displaying Listings and facilitating messaging between Buyers and Sellers;
process Seller subscription payments and billing;
verify Seller identity and prevent fraud;
communicate with you about your account, transactions, and platform updates;
improve, secure, and develop the Platform;
send marketing communications where you have opted in (you may opt out at any time);
comply with our legal obligations and enforce our Terms and Conditions.
4. Legal Basis for Processing
We process your personal information on one or more of the following bases: your consent; performance of a contract with you (e.g. your subscription); our legitimate business interests (e.g. platform security, fraud prevention); and compliance with a legal obligation.
5. Sharing of Information
We do not sell your personal information. We may share it with:
other users, where necessary to facilitate a connection — for example, a Buyer's message or requested contact details are shared with the relevant Seller, and vice versa;
service providers who help us operate the Platform, such as hosting, payment processing, analytics, and customer support providers, under contractual confidentiality obligations;
professional advisers, regulators, or law enforcement where required by law or to protect our rights, property, or safety, or that of our users;
a successor entity in the event of a merger, acquisition, or sale of assets.
6. Data Retention
We retain personal information for as long as your account is active, and thereafter for as long as necessary to comply with legal, accounting, or reporting obligations, resolve disputes, and enforce our agreements. Listing and messaging data may be retained for a reasonable period after account closure for record-keeping purposes.
7. Cookies and Tracking Technologies
We use cookies and similar technologies to keep you logged in, remember your preferences, and understand how the Platform is used. You can control cookies through your browser settings; disabling certain cookies may limit some features of the Platform.
8. Data Security
We take reasonable technical and organisational measures to protect personal information against loss, unauthorised access, alteration, or disclosure. No system is completely secure, and we cannot guarantee absolute security of information transmitted to or from the Platform.
9. Your Rights
Subject to applicable law, you have the right to:
access the personal information we hold about you;
request correction of inaccurate or outdated information;
request deletion of your personal information, subject to our legal retention obligations;
object to or restrict certain processing, including direct marketing;
withdraw consent where processing is based on consent;
lodge a complaint with the Information Regulator of South Africa if you believe your rights under POPIA have been infringed.
To exercise any of these rights, contact our Information Officer at info@mafihub.co.za.
10. Children's Privacy
The Platform is not intended for use by anyone under the age of 18. We do not knowingly collect personal information from children. If we become aware that we have done so, we will delete it promptly.
11. Cross-Border Transfers
Where we use service providers located outside South Africa (for example, cloud hosting or payment processing), we take reasonable steps to ensure such providers offer an adequate level of protection for personal information, consistent with POPIA's requirements for cross-border transfers.
12. Changes to This Policy
We may update this Privacy Policy from time to time. Material changes will be notified via email or an in-platform notice, and the 'Last updated' date at the top of this page will reflect the most recent revision.