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We appreciate the trust our customers have placed in Rural King for more than 60 years, and we are committed to respecting your privacy rights and personal information. This Privacy Policy, effective July 12th, 2023, describes the privacy practices of RK Holdings, LLP and its subsidiaries, divisions, affiliates, companies, and brands that follow this Privacy Policy, including RKguns.com, RKtractors.com (collectively, "Rural King," "our," "us," or "we”), and applies to the information we collect in association with your interactions with us, including, but not limited to:

  • Use of our websites;
  • Visits to our stores;
  • Social media interactions on our websites and other third-party websites like Facebook, Instagram, and Twitter;
  • Viewing our online advertisements or emails; and/or
  • Interactions with our authorized service providers.

It also applies to personal information that we receive from business partners and other third parties. You can find out more information about our collection of personal information below.

For information about our processing of personal information regarding current Rural King associates, former associates, and candidates, please see ICIMS website, ICIMS Privacy Notice, and the Rural King Employee Handbook for details.

This Privacy Policy does not apply to any website, application, product, or service that links to its own privacy statement. By enabling those connections, or clicking on the third-party links, may allow the third party to collect, use, or share data about you.

I. What information do we collect from you?

We collect your information when you: visit Rural King stores; sign up for Rural King Rewards Loyalty Program, or join our digital marketing lists. We also collect information from third parties that help us better understand your interests and preferences. This allows us to provide a truly curated shopping experience.


In store/Point of Sale Data

Ecommerce/Website Data

Loyalty Rewards & Marketing Data

Return(s) Data

§ Full Name/Unique ID

§ Company Name and Type

§ Address

§ State/Postal Code

§ Phone

§ Email

§ Location

§ Sales History

§ Account Information ⵜ

§ Full name/Unique ID

§ Address

§ State/Postal Code

§ Email

§ Phone

§ Location

§ Sales History

§ Billing information

§ Device/Browser History

§ Account Information ⵜ

§ Full Name/Unique ID

§ Company Name and Type

§ Address

§ State/Postal Code

§ Phone

§ Email

§ Account Information

§ Location ⵜ

§ Full Name/Unique ID

§ Address

§ Phone

§ Email

§ Birthday

§ Gender

§ Sales History

§ Location

§ Return History

§ Billing Information ⵜ

Source: Individuals typically provide this information to Rural King Store Associates during the checkout process. This information may also be received from third parties.

Source: Individuals typically submit this information to Rural King via the website’s secure checkout process. We may also receive this information from third parties or service providers.

Source: Individuals typically provide this information to Rural King Store Associates during the checkout process or by filling out email sign up form online. This information may also come from a third party.

Source: Individuals typically submit this information to Rural King Store Associates to process a return without a receipt or proof of purchase. Information may be provided by Driver’s License scan process. Lastly, this information may come from third parties.

Business Purpose: Auditing relating to transactions; product research; contract fulfillment; sales research; security detection, protection, and enforcement; functionality debugging/error repair; ad customization; internal research and development; quality control.

Business Purpose: Auditing relating to transactions; product research; sales research; security detection, protection, and enforcement; functionality debugging/error repair; ad customization; quality control.

Business Purpose: Auditing relating to transactions; product data; functionality debugging/error repair; ad customization; internal research and development; quality control.

Business Purpose: Auditing relating to transactions; security detection, protection, and enforcement; functionality debugging/error repair; ad customization; contract fulfillment; performing services to you; internal research and development; quality control.

ⵜ This information and content is subject to change.

II. How Does Rural King Collect That Information?

Information is subject to change at any time. We collect this information one of three ways:

a. We may collect information directly from you. For example, we collect information in when you:

§ Visit our stores;

§ Register for a Rural King Loyalty Rewards Program account or online account;

§ Make an online or in-store purchase;

§ Submit a question, provide us with comments or reviews, or contact our customer service team;

§ Upload or share a photo, submit a request, submit information, or post other digital content through one of our websites, applications or via social media interactions on third-party websites like Facebook, Instagram, or Twitter;

§ Register for one of our programs or offers or apply for a Rural King credit card or Tax-Exempt Farm Account;

§ Participate in Rural King sweepstakes, contests, and/or promotions;

§ Return a product or use a coupon, discount, or rebate;

§ Request we send you an electronic copy of your in-store receipt.

b. We may collect information indirectly from you.

We use tools like browser cookies, flash cookies, pixel tags, and web beacons to collect information when you use our websites and applications or interact with our emails. For more information about these tools and the choices you may have, please read Section V and VII below.

c. We may collect information from Affiliates, Partners, and Service Providers of Rural King.

For example, we may collect information from:

§ RKguns.com, RKtractors.com, and CountryCritters.com (Rural King affiliates);

§ Companies that help us process payments;

§ Service providers such as technicians performing warranty repair;

§ Financial institutions and other companies that help provide or support financial products and offers;

§ Security and fraud prevention providers;

§ Manufacturers and other businesses with which we conduct joint offers or programs;

§ Marketing companies that help us learn about consumer interests and trends;

§ Companies that may supplement our customer records with additional information;

§ Online advertising, suppliers/vendors, and analytics providers who service Rural King;

§ Social media platforms;

§ Public records resources (loan default);

§ Suppliers of property information (real estate/loan default).

III. How long does Rural King retain this information?

We retain the personal information we collect for as long as reasonably necessary to fulfill the purposes described above or when the information was collected unless a shorter retention period is required by law. We may retain personal information after our relationship with you ends. The length of retention may vary depending upon factors including:

· Defending or protecting against legal claims;

· Recordkeeping or legal compliance requirements based on type of information;

· Operating, developing, and improving our business;

· The need to prevent fraud, protect assets, and advance security; and

· Protecting the rights or safety of you, us, or others.

IV. Who would this information be disclosed to?

The primary purpose of our data collection is to better serve you, the customer. In an effort to be completely transparent, our disclosures of personal information are outlined below.

a. Identifiers, Commercial Information, and Property Information

This information will be disclosed on an “as needed” basis to service providers; product manufacturers and extended warranty providers; financial service companies; advisors and consultants; law enforcement (if required by subpoena or other legal means), public and government authorities (if required by subpoena or other legal means); Rural King owned affiliates and subsidiaries; advertising partners and marketing companies working directly for Rural King; and successors to all or part of our business.

b. Sales History, Account Information, Location, Browser History, and Inferences

This information will be disclosed on an “as needed” basis to service providers; law enforcement, public and government authorities, and others (if required by subpoena or legal means); affiliates and subsidiaries; advertising partners and marketing companies working directly for Rural King; and successors to all or part of our business.

c. Billing or Payment Information

This information will be disclosed on an “as needed” basis to service providers; financial service companies; advisors and consultants; law enforcement (if required by subpoena or legal means), public and government authorities (if required by subpoena or other legal means), Rural King owned affiliates and subsidiaries; and successors to all or part of our business.

d. Geolocation, Video/Audio Recordings, and Biometric Information

This information will be disclosed on an “as needed” basis to service providers of surveillance cameras; security advisors; law enforcement, public and government authorities, and others (if required by subpoena or legal means); affiliates and subsidiaries; and successors to all or part of our business.

V. Privacy of Children

The Rural King Website(s) are not intended for, or directed to, children. We do not knowingly collect or maintain any information relating to children under 13, without parental consent. If you are a parent or guardian and believe we have unauthorized information, or would like to exercise a right granted by the state relating to a child, please contact us at 1-800 561-1752 or email us directly by clicking here.

VI. Security

When you place orders on our websites or mobile applications, all your order information is transmitted through the Internet using Secure Sockets Layer (SSL) technology. SSL technology encrypts your order information before transmitting it to our secure server.

We encourage you to use caution when using the Internet or any online platform. No method of transmission over the Internet or electronic storage is 100% secure, and we cannot guarantee its absolute security. The security of your information also depends on you: you are responsible for using unique usernames and passwords for each of your accounts, and for keeping those usernames and passwords secure and confidential. We are not responsible for the circumvention of any privacy settings or cybersecurity measures contained on our Services, and any transmission of personal information is at your own risk.

VII. Exercising Consumer Rights

Privacy Laws provide consumers in California, Colorado, Connecticut, Tennessee, Utah, and Virginia with specific rights regarding their personal information. This section describes Consumers’ rights under the Privacy Laws and explains how to exercise those rights.

a. Do Not Sell or Share My Personal Information.

If you are a resident of California, Colorado, Connecticut, Tennessee, Utah or Virginia, the following provisions may apply to our processing of information that identifies, relates to, describes, is capable of being associated with, or could reasonably be linked, directly or indirectly, with a particular consumer or household (“personal information”) subject to the California Consumer Privacy Act of 2018/ Privacy Rights Act, the Colorado Privacy Act, the Connecticut Personal Data Privacy Act, the Tennessee Information Protection Act, the Utah Consumer Privacy Act, and the Virginia Consumer Data Protection Act (collectively the “Privacy Laws”). To the extent other states enact similar laws this provision shall apply, and to the extent these states or other state’s consumer laws change the provisions herein shall be modified to ensure the continued compliance of the existing laws in effect from time to time. Please note that your use of the Sites may be subject to other local, state, national, and international laws.

If you are 16 years of age or older, and a resident of the state(s) outlined above, you have the right, at any time, to direct us not to sell your personal information.

When Consumers “opt out” we will not sell or share their personal information with others. We can still use information that we receive from your interactions with us to select advertisements we think may be of interest to you. You may opt out of such disclosures by clicking “Do Not Sell or Share My Personal Information on the Rural King website(s).”

b. Data Portability/Access to Information. Consumers that are residents of certain states also have the right to request a copy of the specific pieces of personal information we collected about them. Once we receive and confirm a verifiable Consumer request, we will disclose:

· The categories of personal information we collected about you, the sources of the information, our business or commercial purpose for collecting the information and whether the information was disclosed for a business purpose, shared, or sold.

· The categories of information we disclosed for a business purpose and the categories of information we sold or shared during the prior 12 months along with the categories of recipients of such information.

· The specific pieces of personal information we collected about you during the prior 12 months, or, at your option, since January 1, 2022. Please note that this disclosure will not include data generated to help ensure security and integrity or as prescribed by regulation.

c. Consumers’ Deletion Request Rights

· Consumers have the right to request that we delete any of your personal information that we collected from them and retained, subject to certain exceptions.

d. Non-Discrimination. We will not discriminate against you due to your exercise of these rights. For clarity, this means that we will not:

§ Deny you goods or services.

§ Charge you different prices or rates for goods or services, including through granting discounts or other similar benefits, or imposing penalties.

§ Provide you with a different level or quality of goods or services.

§ Suggest that you may receive a different price or rate for goods or services or a different level or quality of goods or services.


If you are a resident of a state that supports data access rights and deletion requests, you may submit a request yourself or on behalf of another. If you are obtaining this information on behalf of another, You must certify that you are requesting the information on behalf of the requester.

Using an Authorized Agent.

Prior to disclosing this information, You must verify through certification or other legal means that you are authorized to submit the request. To request this information on behalf of someone else, please submit your request to [email protected]. Our team will then send you a copy of the certification form. This certification must be signed by the named party and notarized by a notary public. Once complete, please return the form to the email address above. Our team will then verify and perform the request as outlined.

Once we receive and confirm a verifiable Consumer Request, we will delete (and direct our service providers to delete) your personal information from our records, unless an exception applies. We may deny your deletion request if retaining the information is necessary for us or our service provider(s) to:

· Complete the transaction for which we collected the personal information, provide a good or service that you requested, take actions anticipated within the context of our ongoing business relationship with you, or otherwise perform our obligations with you.

· Isolate security incidents, protect against fraudulent, deceptive, or illegal activity, or pursue those responsible for such activities, or to help to ensure security and integrity of your personal information.

· Identify problems that impair or otherwise hinder utility.

· Exercise free speech or exercise another right or obligation provided for by law.

· Enable solely internal uses that are reasonably aligned with consumer expectations based on your relationship with us and compatible with the context in which you provided the information.

· Make other internal and lawful uses of that information that are within the context you provided.

IMPORTANT: By submitting the request you agree to defend, indemnify, and hold harmless RK and RK’s affiliates, successors or assigns and their respective directors, officers, shareholders, members and employees, and RK's customers (collectively, "Indemnitees") against any and all loss, injury, damage, liability, claim, deficiency, action, or judgment that results from the breach of these terms, any willful misconduct in performance of these terms, or by supplying false, misleading, or inaccurate information in your request. To the extent allowed by applicable law, Consumer agrees that any proceeding to litigate in court any dispute arising out of or relating to this Agreement, for any reason, will be conducted solely on an individual basis, and You will not seek to have any controversy, claim or dispute heard as a class action, a representative action, or a collective action. Any such claim must be brought within one (1) year of the events giving rise to the claim or dispute or you hereby release Rural King of said claims, with full knowledge and understanding of the effect thereof, and after having consulted legal counsel with respect thereto.

These rights are not guaranteed, and there are several exceptions where we may not be obligated to fulfill your request. We are only required to honor these rights to the extent we act as a controller of that data and the requested rights have been granted and apply to you under applicable data protection laws. Please consult your local data protection laws to determine what rights may be available to you and when access to these rights is limited.

IX. Rural King Response to Consumer Requests

Once the request is received, we will acknowledge receipt of your request for access or deletion within 10 business days and will endeavor to respond within forty-five days of receipt of your request, but if we require more time (up to an additional forty-five days) we will notify you of our need for additional time.

For data portability requests, we will select a format to provide your personal information that is readily useable and should allow you to transmit the information from one entity to another entity without hindrance (e.g., Microsoft Excel file and/or Adobe PDF file).

For requests that we not sell or share your information we will comply with your request promptly, and at least within 15 business days. We cannot respond to your request or provide you with personal information if we cannot verify your identity and confirm that the personal information relates to you. Additionally, we do not charge a fee to process or respond to your verifiable Consumer request unless it is excessive, repetitive, or manifestly unfounded. If we determine that the request warrants a fee, we will tell you why we made that decision and provide you with a cost estimate before completing your request.

You may appeal an adverse decision regarding your requests by emailing us here. In addition, you may also lodge a complaint to your local regulator if you are not satisfied with our responses to your requests or how we manage your personal information. However, we encourage you to first contact us so we can address your concerns directly as all complaints must comply with the provisions set forth herein including Section XVI which is outlined below.

X. Cookies and Other Digital Tools

We collect personal and other information using digital tracking tools, such as cookies and web beacons, when you use our websites, interact with our emails provided on connected devices, or otherwise engage with our digital Rural King offerings and sweepstakes. We also partner with third parties that collect information this way. These third parties may place similar tracking tools on our websites, applications, and advertising to facilitate tracking, advertising, and measurement services.

The tools that we, our vendors, and third parties use include:

§ Application software. Software in our mobile and other connected-device applications collects information about how you interact with digital services.

§ Server logs, which record information about the device, browser, operating system, network, and other resources you use to access our digital services.

§ Browser and flash cookies. Cookies are small text files that websites send to your computer or other connected device to identify your browser or to store information or settings.

§ Web beacons and pixels. These are small electronic images deployed on websites and emails that collect information about how users interact with content.

We, our service providers, and third parties use the information collected via these tools to:

§ Identify new website visitors and online users;

§ Recognize returning customers;

§ Personalize your experience on our website, device applications, and third-party social networking websites, plug-ins, and applications;

§ Identify your location as determined by the IP address of your devices to ensure appropriate user experience. (i.e., pricing, ads, product offerings, sweepstakes);

§ We may make product recommendations and provide you with advertising content in which we think you will be interested. As part of this customization, we may observe your purchasing behaviors on our websites, or on other websites and applications;

§ understand our audience, our customers, our website visitors, and device application users.

Please see Section(s) XI and XII for information on how to limit third party tools.

XI. Online Advertising

We work with digital advertising and marketing companies to provide you with ads that meet your interests and that enhance your overall shopping experience at Rural King. These ads may be displayed on websites operated by us or third parties, and they may be based on information about your activities or preferences. Please note, Consumers may limit the use of mobile device advertising identifiers:

§ iOS Devices: Go to Settings > Privacy > Advertising > Turn on Limit Ad Tracking

§ Android Devices: Go to Google Settings > Ads > Opt-Out of Interest-Based Ads

You can opt out of receiving ads that are personalized as served by our Service Providers by following our instructions presented on the Service:

· The DAA's opt-out platform:http://optout.aboutads.info/?c=2&lang=EN

Members may also unsubscribe from Rural King advertising emails by clicking here. When you opt out of receiving targeted advertising, you may still see general audience advertising regarding our products and services.

XII. Controlling Cookies and Other Digital Tools

This section provides you with information about the options available to you to control our tracking tools.

Disable browser cookies: Your browser may give you the ability to control cookies, some of which may enable third parties to collect data about your use of our websites. You can adjust your browser settings to block all cookies. Certain browsers also allow you to limit the blocking of cookies to specific websites. For instance, we allow you to block cookies on our website(s). To disable, simply select your preference on our website pop up specifically outlining cookies. You will need to adjust the settings on each browser and on each device for which you wish to block cookies. Please note that ignoring or closing the cookie popup is considered acknowledgement and acceptance of all cookies. Disabling cookies may also limit the functionality of our websites.

Disable Flash cookies: Third parties may collect data about your usage of our websites via Flash cookies. You may adjust flash cookies settings on each device for which you wish to block Flash cookies.

XIII. Geolocation Information

If you use our websites, we may collect location data obtained from your IP address. We use this location data to find our nearest store to you, provide product pricing and availability at our stores near you, provide you with coupons and other offers based on your location. For many devices, you can disable our collection of location information in the settings menu of your device or via device portals.

XIV. Notice of Financial Incentive

We offer incentives to customers that provide personal information. The information collected and retained is described above and includes identifiers, commercial information, electronic network activity and location information. Benefits offered through our promotional programs such as coupons, invitations events, or incentives may be deemed to be a ‘financial incentive’ or ‘differential services’ under the Privacy Laws. We currently offer the following promotional programs in connection with the collection and retention of personal information:

  • Rural King Rewards Loyalty Program: We offer rewards to customers who enroll in our rewards program. Consumers simply by providing their name, address, email address, phone number and date of birth. No purchase is necessary to join. Members can earn points by making purchases in our retail stores. All Rural King Rewards members are also bound by the Rural King Rewards Loyalty Terms and Conditions which are expressly incorporated herein and outlined here. Our good faith estimate of the value of your personal information is the value of the benefit we offer to you.
  • Sweepstakes & Promotions.We may offer incentives limited to a specific time such as sweepstakes, contests, or other promotional events. Participation is governed by the applicable terms and conditions, such as the Official Rules for a sweepstakes or contest and will also describe any financial incentives or prizes associated with the promotion.
  • Rural King Visa Credit Card. Cardholders receive multiple benefits from obtaining a Rural King Credit Card. The number of points per dollar spent may depend on the annual spending level of the cardholder. To learn more about this program, such as “how to apply” click here. Our good faith estimates of the value of the information provided is directly correlated to the value of the benefit we offer to you.

XV. Choice of Law & Forum

You agree that the laws of the State of Illinois, excluding its conflict-of-law's provisions, shall govern this Statement. You expressly agree to the exclusive jurisdiction of the state and federal courts of Coles County, Illinois in any suit or proceeding arising out of or relating to this Agreement or the transactions contemplated hereby. The parties irrevocably and unconditionally waive any objection to the laying of venue of any suit or proceeding arising out of or relating to this Agreement or the transactions contemplated hereby in federal and state courts in the Coles County, Illinois and irrevocably and unconditionally waive and agree not to plead or claim in any such court that any such suit or proceeding in any such court has been brought in an inconvenient forum.

XVI. Notice & Opportunity to Cure

In the event of a dispute, claim, or action, You shall notify Rural King in writing, and Rural King shall have ninety (90) days to cure the cause of said dispute, claim, or action. All legal notices shall be sent to the address below.

RK Holdings, LLP (d/b/a “Rural King”)

Legal Dept.

4216 DeWitt Ave.

Mattoon, IL 61938.

and via email at [email protected]

XVI. Severability

If any term or provision of this agreement is invalid, illegal, or unenforceable in any jurisdiction, such invalidity, illegality, or unenforceability shall not affect any other provision, or invalidate or render unenforceable such provision in any other jurisdiction. Upon such determination that any term or other provision is invalid, illegal, or unenforceable, the parties hereto shall negotiate in good faith so as to affect the original intent of the parties.

XVII. Updates and Modifications

This policy is a living document. We reserve the right to make changes at any time and/or alter the look, content, and functionality of our Sites with or without notice to You. However, if we change how we use your Personal Information, we will post the policy change notification here, update this Statement accordingly, and outline a new effective date. We encourage you to periodically review this Statement for the latest information on our privacy and security policies.

© RK Holdings, LLP (2023)

Rural King Customer Service

Email: [email protected]

Phone: 1-800-561-1752.

Customer Service Hours: Mon-Sat: 7am - 5pm & Sun: 7am – 1pm (CST).