Working Smarter Together.

Last updated: 5 August 2026

PrimeHort Distributors complies with the New Zealand Privacy Act 202 (the Act) when dealing with personal information. Personal information is information about an identifiable individual.

This policy explains how we handle personal information across our websites, online services, customer accounts and digital support tools, including iFIX, our AI-powered support assistant.

This policy does not limit any rights you may have under the Act. Further information about your privacy rights is available at www.privacy.org.nz.

 

CHANGES TO THIS POLICY
We may update this Privacy and AI Policy from time to time by publishing a revised version on our website. Any changes will apply from the date the revised policy is published. The date of the latest update will be shown at the top of this page.

 

THE INFORMATION WE COLLECT
The personal information we collect depends on how you interact with PrimeHort. It may include:

• Your name, email address, telephone number and postal or delivery address
• Your organisation, role and account details
• Information you provide when requesting a quote, making an enquiry, placing an order or contacting our team
• Billing, transaction and payment-related information
• Information required to assess or administer a credit account
• Your marketing and communication preferences
• Website usage, device, browser, IP address and cookie information
• Support enquiries, service records and communications with us
• Information associated with machinery, equipment or products owned or used by you or your organisation
• Account information and conversations submitted through iFIX
• Photographs, images, documents or other information you choose to provide through our services.

Please do not provide sensitive personal information or confidential information that is not required for us to assist you.

 

HOW WE COLLECT PERSONAL INFORMATION
We generally collect personal information directly from you, including when you:

• Visit or use our website or online services
• Create or use an account
• Place an order or request a quote
• Subscribe to marketing communications
• Complete a form, survey, promotion or event registration
• Contact us by telephone, email, online chat or another communication channel
• Request technical assistance or aftersales support
• Use iFIX as a registered user or guest
• Interact with us at an event, demonstration or trade show.

We may also collect personal information from:

• Another person or organisation acting on your behalf
• An organisation you work for or represent
• Credit reporting or identity verification providers
• Service agents, dealers, suppliers and business partners
• Publicly available sources
• Other third parties where you have authorised the collection or where it is permitted by law.

Where personal information is collected from someone other than you, we will take reasonable steps to notify you when required by law, unless an exception applies.

 

HOW WE USE PERSONAL INFORMATION
We may use your personal information to:

• Verify your identity
• Create, administer and secure your account
• Supply products, services, quotes and information
• Process orders, payments, deliveries and returns
• Provide customer service, machinery support and technical assistance
• Maintain service, warranty and equipment records
• Personalise and improve our products, services and online experience
• Operate, maintain, monitor and improve iFIX
• Understand common customer questions, support needs and knowledge gaps
• Communicate with you about your account, orders, support requests or business relationship with us
• Send marketing communications where permitted by law
• Manage events, promotions, surveys and competitions
• Undertake credit checks or administer credit accounts where necessary
• Invoice you and collect money owed to us
• Detect, investigate and prevent fraud, misuse, security incidents or unlawful activity
• Conduct research, reporting and statistical analysis, including through aggregated or de-identified information
• Protect or enforce our legal rights and interests
• Comply with legal and regulatory obligations
• Carry out another purpose authorised by you or permitted by law.

We will not use personal information for a purpose that is materially different from the purpose for which it was collected unless you have authorised that use or it is otherwise permitted by law.

 

MARKETING COMMUNICATIONS
Where permitted, we may contact you by email, text, telephone or other electronic means about PrimeHort products, services, events, news and special offers.

You can unsubscribe from electronic marketing at any time by using the unsubscribe link in the message or contacting us. We may still send you service-related communications that are necessary to manage your account, order, enquiry or business relationship with us.

 

iFIX AND ARTIFICIAL INTELLIGENCE
How iFIX works

iFIX is an AI-powered assistant developed by PrimeHort. It uses equipment manuals, parts information, technical documents, videos and other material provided or approved by PrimeHort to respond to support questions.

iFIX may use third-party technology and infrastructure to process questions and generate responses.

 

INFORMATION COLLECTED THROUGH iFIX
If you use iFIX through a registered account, we may collect and hold:

• Your name, email address and account information
• The organisation associated with your account
• Information about machinery or equipment associated with you or your organisation
• Your questions, conversations and feedback
• Information about the machine or product to which a question relates
• Technical and usage information associated with your session.

If you use iFIX as a guest, your conversations may be recorded against a randomly generated session identifier rather than your name or email address.

If you choose to take a photograph or attach an image, the image may be processed to respond to your question, but it is not stored or retained.

 

HOW iFIX INFORMATION IS USED
We may use information submitted through iFIX to:

• Answer your questions
• Provide technical support to you and your organisation
• Maintain continuity across support conversations
• Identify the equipment or documentation relevant to your question
• Improve the accuracy, usefulness and coverage of iFIX
• Identify recurring equipment issues, support needs and gaps in our technical information
• Investigate potential errors, misuse or security issues
• Determine when assistance from a PrimeHort team member or service agent may be required.

We do not sell information submitted through iFIX or share it with third parties for their own advertising or direct marketing purposes.

Information submitted through iFIX will not be used to train a publicly available AI model unless we tell you and obtain any consent required by law.

 

AI LIMITATIONS
AI-generated responses may occasionally contain errors, omissions or misunderstandings. Always verify safety-critical information against the original manual, or consult a qualified technician, or an authorised service agent before undertaking:

• Complex repairs
• Warranty work
• Electrical, hydraulic or mechanical work involving significant risk
• Work that could affect personal safety
• Work that could damage equipment, property or crops.

iFIX is an information and support tool. It is not a substitute for qualified technical, safety, legal, financial, agricultural or horticultural advice.

 

APPROPRIATE USE
Please use iFIX for genuine support enquiries relating to machinery or equipment supplied by PrimeHort. Do not enter sensitive personal information, confidential business data, or anything unrelated to equipment support in your messages.

You are responsible for ensuring that you have authority to provide any information relating to another person or organisation.

 

DISCLOSURE OF PERSONAL INFORMATION
We may disclose personal information to:

• Employees, contractors, dealers and authorised service agents who need the information to assist you
• Suppliers, manufacturers and distribution partners
• Technology, website, cloud hosting, data storage, communications, payment and support providers
• Credit reporting, debt collection, fraud prevention or identity verification providers
• Professional advisers, including accountants, insurers and legal advisers
• A purchaser or potential purchaser in connection with a proposed sale, merger or restructuring of all or part of our business
• Government agencies, regulators, courts, tribunals or law enforcement agencies where required or permitted by law
• Another person or organisation where you have authorised the disclosure
• Another person or organisation where disclosure is otherwise permitted under the Act or another law.
• A business that supports our services and products may be located outside New Zealand. This may mean your personal information is held and processed outside New Zealand.

Our service providers may only use personal information for the services they provide to us, subject to their contractual and legal obligations.

 

COOKIES AND WEBSITE ANALYTICS
Our websites and online services may use cookies and similar technologies. Cookies are small files stored on your device that help us:

• Operate essential website functions
• Keep you signed in
• Remember your preferences or guest session
• Understand how visitors use our websites
• Improve website performance and user experience
• Measure the effectiveness of marketing activities.
• Some cookies may be provided by third-party services used on our website.
• You can control or disable cookies through your browser settings. Disabling certain cookies may affect the availability or performance of some website features.
• iFIX uses essential cookies only, to keep registered users signed in or to remember your guest sessions. PrimeHort does not use iFIX conversations for third-party advertising.

 

PROTECTING PERSONAL INFORMATION
We take reasonable steps to protect personal information from loss, misuse, unauthorised access, modification, disclosure and other unauthorised activity.

If you choose to use our online chat service, the information you provide may be collected and retained to help us respond to your enquiry, improve our customer service and maintain a record of our communications.

No internet transmission or storage system can be guaranteed to be completely secure. Please take care when sending personal information online and protect your account credentials from unauthorised use.

If you believe your account or personal information may have been compromised, please contact us as soon as possible.

 

ACCESSING AND CORRECTING PERSONAL INFORMATION
You have the right to request access to personal information we hold about you and to ask us to correct it.

We may need to verify your identity before responding to a request. In some circumstances, the Act allows us to withhold information or decline a request.

If we do not make a requested correction, you may ask us to attach a statement of the correction sought to the information.

You may also ask us to delete information or close an online account. We will consider the request and delete information where it is no longer required and we are not legally or operationally required to retain it.

To make a privacy request, contact us using the details below and include:

• Your name and contact details
• Enough information for us to confirm your identity
• Details of the information or account concerned
• The access, correction, deletion or other action you are requesting.

 

LINKS TO OTHER WEBSITES
Our website may contain links to websites operated by other organisations.

PrimeHort is not responsible for the privacy or security practices of external websites. We recommend reviewing the privacy policy of any external website before providing personal information.

CONTACTING US
For questions, concerns, complaints or requests relating to privacy, please contact PrimeHort: sales@primehort.co.nz or 0800 127 746. For enquiries relating to iFIX, you can also email: ifix@primehort.co.nz.