Privacy Policy

Privacy Policy

Last updated: August 18, 2026

General Aggregate Equipment Sales, ULC. ("Company", "we", "our", or "us") respects your privacy and are committed to protecting it through our compliance with this policy and with applicable Canadian privacy legislation, including the federal Personal Information Protection and Electronic Documents Act (“PIPEDA”) and Alberta’s Personal Information Protection Act (“Alberta PIPA”). This policy describes how we collect, process, retain, and disclose personal data about you when providing services to you through our websites (including www.genagg.ca), applications, products, and services that link to this policy (our "Services") and our practices for using, maintaining, protecting, and disclosing that information.

This policy applies only to information we collect:

• Through the Services.

• In communications, including email, text, chat, and other electronic messages, between you and the Services.

• When you interact with our advertising and applications (including mobile apps) on third-party websites and services, if those applications or advertising include links to this policy.

• When you interact with our employees, agents, and assigns through the Vital Engage Software.

It does not apply to information collected by:

• Us offline or through any other means, including on any other website operated by Company or any third party (including our affiliates and subsidiaries) that does not link to this policy; or 

• Any third party (including our affiliates and subsidiaries), including through any application or content (including advertising) that may link to or be accessible from or through the Services.

We may provide additional or different privacy policies that are specific to certain features, services, or activities.

Please read this policy carefully to understand our policies and practices regarding your information and how we treat it. By interacting with our Services or providing us with your information, you agree to the collection, use, and sharing of your information as described in this privacy policy. This policy may change from time to time (see Changes to Our Privacy Policy). Your continued use of the Services after we make changes as described here is deemed to be acceptance of those changes, so please check the policy periodically for updates. 

We collect, use, and disclose your personal data with your knowledge and consent, except where Canadian privacy legislation permits or requires us to do so without consent. Your consent may be express or implied depending on the circumstances. We will not, as a condition of supplying a product or service, require you to consent to the collection, use, or disclosure of personal data beyond what is necessary for the purposes described in this policy. You may withdraw your consent at any time, subject to legal and contractual restrictions and reasonable notice, by contacting us using the contact information below, and we will tell you the consequences of doing so.

Consent

Children's and Minors' Data

Our Services are not intended for, and we do not knowingly collect any personal data from, children under the age of 18. If we learn we have collected or received personal data from a child under 18 years old without verification of parental consent, we will delete that information. 

The Personal Data That We Collect or Process

"Personal data" (also referred to as “personal information”) is information about an identifiable individual, such as your name, email address, telephone number, home address, or payment information (for example, account information such as name, postal address, and email address, credit card number, or any other identifier we may use to contact you online or offline). It does not include business contact information used solely to communicate with you in relation to your employment, business, or profession.

The types and categories of personal data we collect or process include:

• Account and contact information, including name, address (such as home address, work address, or other address), email address, phone number, username, and other contact information you provide us.

• Payment information, including credit card or debit card information and information about the payment methods and services (such as PayPal or Venmo) you use in connection with the Services.

• Account history, including information about your subscription, account, transactions, purchases, order history, or discounts.

We also collect:

• Statistics or aggregated information. Statistical or aggregated data does not directly identify a specific person, but we may derive non-personal statistical or aggregated data from personal data. For example, we may aggregate personal data to calculate the percentage of users accessing a specific Services feature.

• Technical information. Technical information includes information about your internet connection and usage details about your interactions with the Services, such as clickstream information to, through, and from our Services (including date and time), products that you view or search for; page response times, download errors, length of your visits to certain pages, page interaction information (such as scrolling, clicks, and mouse-overs), or methods used to browse away from a page.

If we combine or connect non-personal statistical or technical data with personal data so that it directly or indirectly identifies an individual, we treat the combined information as personal information.

How We Collect Your Personal and Other Data

You Provide Information to Us

We collect information about you when you interact with our Services, such as when you create or update an account, place an order, subscribe, or make a purchase, participate in surveys, sweepstakes, contests, or promotions, or create, upload, or post content to the Services, including reviews, media such as photos, videos, or audio recordings.

Automatically Through Our Services

As you navigate through and interact with our Services, we may use automatic data collection technologies to collect information that may include personal data. Information collected automatically may include usage details, IP addresses, operating system, and browser type, and information collected through cookies, web beacons, and other tracking technologies including details of your interactions with our Services, such as traffic data, location data, logs, and other communication data, and which resources and Services features that you access and use.

We may use these automatic collection technologies to collect information about your online activities over time and across third-party sites or other online services (behavioral tracking). 

Using automatic collection technologies helps us to improve our Services and to deliver a better and more personalized experience.

The technologies we use for this automatic data collection may include:

• Cookies. A cookie is a small file placed on your device when you interact with the Services. You may refuse to accept or disable cookies by activating the appropriate setting on your browser or device. However, if you select this setting, you may be unable to access certain features of the Services. 

• Web Beacons. Some parts of the Services and our emails may contain small electronic files known as web beacons (also referred to as clear gifs, pixel tags, and single-pixel gifs) that permit the Company, for example, to count users who have visited those parts or opened an email and for other related statistics (for example, recording the popularity of certain content and verifying system and server integrity). 

Where any of these automated technologies are used for online behavioural advertising, targeted advertising, or profiling, you may opt out from use of these automated technologies for such uses by contacting us using the contact information herein. Please note that some Services features may be unavailable as a result. 

When you interact with the Services, there are third parties that may use automatic collection technologies to collect information about your or your device. These third parties may include:

• Advertisers, ad networks, and ad servers.

• Analytics companies.

• Your device manufacturer.

• Your internet or mobile service provider.

These third parties may use tracking technologies to collect information about you when you use the Services. The information they collect may be associated with your personal data or they may collect information, including personal data, about your online activities over time and across different websites, apps, platforms, and other online services. They may use this information to provide you with interest-based (behavioral) advertising or other targeted content.

We do not control these third parties' tracking technologies or how they may be used. If you have any questions about an advertisement or other targeted content, you should contact the responsible provider directly.

How We Use Your Information

We use information that we collect about you or that you provide to us, including any personal data, to:

• Provide you with the Services and any contents, features, information, products, or services that we make available through the Services.

• Fulfill and manage subscriptions, purchases, orders, deliveries, payments, returns, and exchanges.

• Fulfill any other purpose for which you provide it.

• Provide you with notices about your account/subscription, including expiration and renewal notices.

• Improve our Services, including by analyzing your information and creating aggregated or de-identified data derived from your information to develop, maintain, analyze, improve, optimize, measure, and report on our Services and their features and how users interact with them. We do not use your personal data to train machine learning or artificial intelligence models, and we do not disclose your personal data to third parties for that purpose.[A2.1]

• Promote our Services, business, and offerings by publishing advertising on our own Services and by placing ads on third parties' services. We may use your information to model, segment, target, offer, market, and advertise our Services.

• Carry out our obligations and enforce our rights arising from any contracts entered into between you and us, including for billing and collection.

• Notify you when Services updates are available and about changes to any products or services we offer or provide though them.

• In any other way we may describe when you provide the information.

• For any other purpose with your consent.

The usage information we collect, whether connected to your personal data or not, helps us improve our Services and deliver a better and more personalized experience by enabling us to:

• Estimate our audience sizes and usage patterns.

• Store information about your preferences, allowing us to customize the Services according to your individual needs and interests.

• Speed up your searches.

• Recognize you when you return to our Services.

We may also use your information to contact you about goods and services that may be of interest to you. If you do not want us to use your information in this way, please check the relevant box located on the form on which we collect your data (the order form/registration form) or adjust your user preferences in your account profile. For more information, see Your Rights and Choices About Your Information. 

Who We Disclose Your Information To

We may disclose aggregated information about our users, and information that does not identify any individual, without restriction. 

We may also disclose personal data that we collect or you provide as described in this privacy policy:

• To our subsidiaries and affiliates.

• To contractors, service providers, and other third parties we use to support our organization and who are bound by contractual obligations to keep personal data confidential and use it only for the purposes for which we disclose it to them.

• To a buyer or other successor in the event of a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of General Aggregate Equipment Sales, ULC.'s assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, in which personal data held by General Aggregate Equipment Sales, ULC. is among the assets transferred.

• To third parties to market their products or services to you if you have consented to/not opted out of these disclosures. We contractually require these third parties to keep personal data confidential and use it only for the purposes for which we disclose it to them. For more information, see Your Rights and Choices About Your Information.

• To fulfill the purpose for which you provide it. For example, if you give us an email address to use the "email a friend" feature of our Services, we will transmit the contents of that email and your email address to the recipients.

• For any other purpose disclosed by us when you provide the information.

• With your consent.

We may also disclose your personal data:

• To comply with any court order, law, or legal process, including to respond to any government or regulatory request.

• To enforce or apply agreements, including for billing and collection purposes.

• If we believe disclosure is necessary or appropriate to protect the rights, property, or safety of our organization, our customers/members, or others. This includes exchanging information with other companies and organizations for the purposes of fraud protection and credit risk reduction.

The categories of personal data we may disclose include:

• Account and contact information.

• Payment information. 

• Account history, including information about your subscription, account, transactions, purchases, order history, or discounts.

• Device information.

• Content and information you elect to provide to us.

• Identity document information.

Your Rights and Choices About Your Information

This section describes mechanisms you can use to control certain uses and disclosures of your information and rights you may have under Canadian privacy legislation.

Advertising, marketing, cookies, and other tracking technologies choices:

• Cookies and Other Tracking Technologies. You can set your browser to refuse all or some browser cookies or other tracking technology files, or to alert you when these files are being sent. You can choose whether or not to allow the Services to collect information through other tracking technologies by responding to the Opt-Out option, if available, or by contacting us using the information herein. If you disable or refuse cookies or similar tracking files, some Services features may be inaccessible or not function properly. Some browsers include a "Do Not Track" (DNT) setting that can send a signal to the online services you visit indicating you do not wish to be tracked. Because there is not a common understanding of how to interpret the DNT signal, our Services may not respond to all browser DNT signals. Instead, you can use the range of other tools to control data collection and use, including the cookie controls and advertising controls described in this policy. 

• Promotions by the Company. If you do not wish us to use your information to promote our own or third parties' products or services, you can opt out by responding to the promotion or contacting us using the information herein. You can also opt out by sending us an email stating your request to Opt-Out. 

• Targeted Advertising by the Company. If you do not want us to use information that we collect or that you provide to us to deliver advertisements according to our advertisers' target audience preferences, you can opt out by request to our Privacy Officer. For this opt out to function, you must have your browser set to accept all browser cookies. 

• Disclosure of Your Information for Third-Party Advertising. If you do not want us to share your personal data with unaffiliated or non-agent third parties for advertising and marketing purposes, you can opt out by . You can also opt out by logging into your account and adjusting your account settings and preferences or sending us an email stating your request to contact information herein. We do not control third parties' collection or use of your information to serve interest-based advertising. However, these third parties may provide you with ways to choose not to have your information collected or used in this way. 

Your Privacy Rights

Under PIPEDA and, where applicable, Alberta PIPA, you have certain rights related to your personal data, including: 

• Access. On request, we will inform you of the existence, use, and disclosure of your personal data and give you access to that information. We will assist you if you tell us that you need help preparing an access request. We will respond within 30 days, unless we are permitted to extend that period, in which case we will notify you within the original 30 days.

• Correction. You may challenge the accuracy and completeness of your personal data that we maintain and request that we correct it, and we will amend the information as appropriate.

• Withdrawal of Consent. You may withdraw your consent to our collection, use, or disclosure of your personal data at any time, subject to legal and contractual restrictions and reasonable notice. We will tell you the consequences of withdrawing your consent, which may include our inability to continue providing certain products or services. 

• Challenging Compliance. You may ask questions or make a complaint about our handling of your personal data by contacting our Privacy Officer using the contact information herein. We will investigate all complaints and, if a complaint is justified, take appropriate steps to resolve it.

Important: These rights are subject to the exceptions and limitations set out in applicable Canadian privacy legislation. There are also several exceptions where we may not have an obligation to fulfill your request, and if we refuse a request in whole or in part we will explain why. 

Some browsers and browser extensions support the Global Privacy Control ("GPC") that can send a signal to process your request to opt out from certain types of data processing, including data "sales" as defined under certain laws. When we detect such a signal, we will make reasonable efforts to respect your choices indicated by a GPC setting as required by applicable law. 

How We Protect Your Personal Data

We use commercially reasonable administrative, physical, and technical measures designed to protect your personal data from accidental loss or destruction and from unauthorized access, use, alteration, and disclosure. However, no website, mobile application, system, electronic storage, or online service is completely secure, and we cannot guarantee the security of your personal data transmitted to, through, using, or in connection with the Services. In particular, email, texts, and chats sent to or from the Services may not be secure, and you should carefully decide what information you send to us via such communications channels. Any transmission of personal data is at your own risk. 

The safety and security of your information also depends on you. You are responsible for taking steps to protect your personal data against unauthorized use, disclosure, and access. 

Your personal data may be transferred to, stored in, and processed in the United States and other countries by us, our affiliates, and our service providers (including the providers of our business system and the Vital Engage software). While your personal data is outside of Canada, it is subject to the laws of that jurisdiction and may be accessible to the courts, law enforcement, and national security authorities of that jurisdiction. We remain accountable for personal data that we transfer to service providers and use contractual and other means to provide a comparable level of protection while it is processed on our behalf. For more information about our policies and practices regarding service providers outside of Canada, including the countries where your personal data may be collected, used, or disclosed and the purposes for which we have authorized those service providers to handle it, please contact our Privacy Officer using the contact information herein.

Storage and Transfer of Personal Data Outside of Canada

How We Retain Your Personal Data

We keep the categories of personal data described in this policy for as long as reasonably necessary to fulfill the purposes described or for as otherwise legally permitted or required, such as maintaining the Services, operating our organization, complying with our legal obligations, resolving disputes, and for safety, security, and fraud prevention. This means that we consider our legal and business obligations, potential risks of harm, and nature of the information when deciding how long to retain personal data. At the end of the retention period, personal data will be deleted, destroyed, or deidentified.

Vital Engage Software and Other Non-Marketing Contact

To better serve our customers, General Aggregate Equipment Sales, ULC. may use a software implemented and operated by Vital Engage to communicate with you by SMS/MMS text message and email about your account, orders, quotes, parts, service, and credit matters, and other ongoing work. 

When you opt in to receive SMS/MMS communications from us through Vital Engage, we collect the following categories of personal information:

• Mobile Phone Number. You mobile telephone number, which is an identifier under applicable privacy laws.

• Message Content. The content of messages you send us in response to our SMS/MMS communications, including service-related inquiries, requests, and responses to our prompts

• Usage Information. Information about your interaction with our SMS/MMS program through Vital Engage, including message delivery status and response patterns.

We use the information we collect for the following purposes with Vital Engage:

• To send you service-related and transactional communications, such as account notifications, order confirmations, service updates, alerts, reminders, and other information directly related to your relationship with us.

• To fulfill the purposes for which you provided your mobile phone number.

• To respond to your inquiries and requests.

• To improve our SMS/MMS program and customer service.

• To comply with legal obligations and enforce our rights.

By providing your mobile phone number, you consent to receive recurring text messages (SMS) and multimedia messages (MMS) from the Company. Message frequency varies depending on your interactions with us and your account activity.

Consent is required to receive these messages, but is not a condition of any purchase. You must be the authorized user of the phone number provided and have the legal right to received SMS/MMS at that number.

Standard message and data rates may apply based on your mobile carrier, and Company is not responsible for any fees charged by your carrier. 

By providing your number, you confirm that you are at least 18 years old (or the age of majority in your jurisdiction) and are legally able to consent to receiving electronic communications. You may withdraw your consent and opt out of receiving messages at any time by contacting us at the contract information provided below.

Canada’s Anti-Spam Legislation (CASL). Messages we send through Vital Engage are transactional. They provide quotes or estimates you have requested, facilitate, complete, or confirm a transaction between you and us, provide warranty, recall, safety, or security information about products or services you use or have purchased, or provide factual information about your account or ongoing relationship with us. Messages of this kind are exempt from CASL’s consent requirement, although we continue to identify ourselves and provide our contact information in our messages. We do not use Vital Engage to send marketing or promotional messages. If we use text messaging for marketing purposes in the future, we will obtain your express consent and include an unsubscribe mechanism in those messages as CASL requires. Asking us to stop Vital Engage messages does not prevent our employees and representatives from contacting you directly in the ordinary course of our business relationship, and does not on its own withdraw any separate consent you have given to receive marketing communications from us.

Changes to Our Privacy Policy

We may update this policy from time to time, and we will provide notice of any such changes to the policy as required by law. The date the privacy policy was last updated is identified at the top of the page. We will notify you of changes to this policy by updating the "last updated" date and posting the updated policy on the Services. We may email or otherwise communicate reminders about this policy, but you should check our Services periodically to see the current policy and any changes we have made to it.

Contact Information

To exercise your rights or ask questions or comment about this privacy policy or our privacy practices, contact us at: 

Privacy Officer, Sara Frith, General Aggregate Equipment Sales, ULC.

sfrith@genequip.com

701-282-2662

4300 Main Ave

Fargo ND  58103

If you are not satisfied with our response, you may contact the Office of the Privacy Commissioner of Canada or, in respect of our activities in Alberta, the Office of the Information and Privacy Commissioner of Alberta.