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Privacy Policy
Last Updated: September 29, 2026
Avitasretail, LLC, doing business as Emerald Fire Provisioning Center ("Emerald Fire," "we," "us," or "our"), respects your privacy and is committed to protecting the personal information you provide when visiting our website, using the Emerald Fire mobile application, placing an order, creating an account, participating in our loyalty program, communicating with us, or otherwise interacting with our services.
This Privacy Policy describes the information we may collect, how we use and disclose that information, how we protect and retain information, and the choices available to you.
This Privacy Policy applies to the Emerald Fire website at EMERALDFIRECC.COM, the Emerald Fire mobile application, our online ordering services, and other Emerald Fire digital services that link to this Privacy Policy.
Emerald Fire operates licensed adult-use cannabis retail operations in Michigan. Cannabis-related services are available only to individuals who meet applicable legal age and eligibility requirements.
1. Information We Collect
Depending on how you interact with Emerald Fire, we may collect the following categories of information:
Contact and Account Information: Name, email address, telephone number, account credentials, customer profile information, loyalty account information, and other information you provide when creating or maintaining an account.
Age and Identity Information: Information necessary to verify your age or eligibility to purchase cannabis products, including information obtained from or associated with a government-issued identification document when required.
Order and Transaction Information: Products selected or purchased, order history, transaction dates and times, quantities, discounts, loyalty activity, payment-related information, and other transaction details.
Delivery Information: If delivery services are offered, information necessary to fulfill and document a delivery, including delivery location and information required by applicable Michigan laws or regulations.
Device and Usage Information: Information that may be collected automatically when you use our website or mobile application, such as IP address, device type, operating system, browser type, device identifiers, application activity, pages or features accessed, and dates and times of interactions.
Location Information: Our website, mobile application, or service providers may process location information when necessary to provide location-based services and when permitted by your device settings and applicable law.
Communications and Preferences: Information you provide when contacting us, submitting a form, communicating with customer service, participating in a promotion, or establishing marketing or communication preferences.
Cookies and Similar Technologies: Our website and service providers may use cookies, pixels, device identifiers, analytics technologies, and similar tools to operate our services, remember preferences, analyze performance, and support communications and marketing activities.
2. How We Collect Information
We may collect information directly from you when you create an account, place an order, make a purchase, join a loyalty program, contact us, or otherwise provide information.
We may also collect certain information automatically through our website, mobile application, cookies, analytics technologies, and interactions with our digital services.
Information may also be received from third-party service providers that support our online ordering, point-of-sale, loyalty, mobile application, communications, analytics, security, and related business functions.
3. How We Use Information
We may use information to operate and provide our website, mobile application, retail and online ordering services; create and manage customer accounts; process orders and reservations; verify age and eligibility where required; administer loyalty programs; provide customer service; maintain required transaction and regulatory records; send transactional communications; send promotional communications when permitted; personalize and improve our services; analyze performance and usage; protect against fraud, misuse, and security incidents; and comply with applicable laws, regulations, legal processes, and regulatory requirements.
4. Dutchie and Other Service Providers
Emerald Fire uses third-party technology providers to support portions of our website, mobile application, online ordering, point-of-sale, loyalty, and other customer services.
Certain services may be provided or supported by Dutchie (Courier Plus, Inc.). Information submitted through or generated by these services may be processed by Dutchie in accordance with its role in providing those services and its applicable privacy practices.
We may also use third-party providers for website hosting, communications, analytics, payment processing, marketing, security, and other operational functions.
These providers may receive or process information when reasonably necessary to perform services on our behalf or as otherwise permitted by law.
You can review Dutchie's Privacy Policy for additional information regarding Dutchie's privacy practices.
5. How We May Disclose Information
We may disclose information to service providers and vendors that perform services on our behalf; payment and transaction providers when necessary to complete transactions; government agencies or regulatory authorities when legally required; and law enforcement, courts, or other parties when required by lawful process.
Information may also be disclosed when reasonably necessary to protect Emerald Fire, our customers, employees, property, services, or legal rights, or in connection with a merger, acquisition, restructuring, financing, sale of assets, or similar business transaction.
We do not disclose personal information merely because an individual purchases cannabis products from Emerald Fire except as necessary for business operations, service providers, regulatory compliance, or as otherwise permitted or required by law.
6. Michigan Cannabis Regulatory Compliance
Emerald Fire operates within Michigan's regulated cannabis industry and may be required to collect, verify, maintain, or report certain information to comply with applicable Michigan laws, rules, tax requirements, and requirements of the Michigan Cannabis Regulatory Agency ("CRA").
Information required for legal or regulatory compliance may be retained even after an account-deletion or data-deletion request when continued retention is required or permitted by law.
Certain transaction or regulatory information may also be maintained in state-required systems or records that are not controlled exclusively by Emerald Fire.
Michigan CRA materials state that retailers are not generally required to retain customer information beyond specified transaction information such as payment method and amount, date and time of sale, quantity, and product descriptors. Other requirements may apply depending on the transaction or service involved.
7. Data Retention
We retain personal information for as long as reasonably necessary to provide our services, maintain customer accounts, complete transactions, administer loyalty programs, maintain security, resolve disputes, and satisfy legal, tax, accounting, contractual, and regulatory obligations.
Retention periods vary depending on the type of information, the purpose for which it was collected, and applicable legal and regulatory requirements.
When information is no longer reasonably necessary and no legal, regulatory, security, fraud-prevention, or other legitimate reason requires continued retention, we or our applicable service providers may delete, anonymize, or otherwise dispose of the information.
Information that must be retained to satisfy Michigan cannabis regulations, transaction-record requirements, tax obligations, litigation holds, fraud-prevention requirements, or other legal obligations may be retained for the applicable required period even following an account-deletion request.
Google expressly permits retention of information following an account-deletion request when there is a legitimate reason such as regulatory compliance, security, or fraud prevention, provided that the retention practice is disclosed to users.
8. Your Privacy Choices
You may contact Emerald Fire to request access to, correction of, or deletion of personal information associated with you, subject to applicable legal and regulatory requirements.
You may unsubscribe from promotional email communications using the unsubscribe link contained in applicable emails. You may also manage certain communication preferences through your account or by contacting us.
Transactional, account, security, or service-related communications may still be sent when necessary.
9. Account and Data Deletion
You may request deletion of your Emerald Fire mobile app account and associated personal information at any time.
To submit an account and data deletion request, email:
Use the subject line "Account Deletion Request" and provide the email address or telephone number associated with your account so that we can locate and verify the account.
After verifying your request, Emerald Fire and/or the applicable service provider will process deletion of the account and personal information associated with it, except for information that must or may be retained for legal, regulatory, security, fraud-prevention, transaction-record, tax, accounting, or other legitimate purposes.
Information retained for one of these purposes will be retained only as appropriate for that purpose and will not remain active merely for continued use of the deleted customer account.
Third-party providers may maintain information under their own legal obligations or independent privacy practices.
Deleting an account is permanent and is different from simply logging out, uninstalling the application, or opting out of marketing communications.
For questions regarding account or data deletion, contact high@emeraldfirecc.com.
10. Cookies and Tracking Technologies
Our website and digital services may use cookies and similar technologies to provide functionality, maintain preferences, understand how our services are used, improve performance, analyze traffic, and support communications and marketing.
Browser and device settings may allow you to restrict or delete certain cookies or limit certain tracking technologies. Disabling some technologies may affect the functionality of portions of our website or services.
Third-party services integrated into our website or application may also use cookies or similar technologies subject to their respective privacy practices.
11. Data Security
We use reasonable administrative, technical, and physical safeguards designed to protect personal information against unauthorized access, loss, misuse, alteration, or disclosure.
We also rely on technology and service providers to maintain appropriate safeguards for information they process in connection with their services.
No internet transmission, electronic storage system, network, website, or mobile application can be guaranteed to be completely secure.
12. Age Restrictions
Emerald Fire's adult-use cannabis services are intended only for individuals who satisfy the legal age requirements applicable to cannabis purchases in Michigan.
Age and identity may be verified before entry, purchase, delivery, or other regulated activities when required by applicable law.
Our cannabis purchasing services are not intended for individuals who are not legally eligible to purchase cannabis products.
13. Third-Party Websites and Services
Our website and mobile application may contain links to or integrations with third-party websites, applications, and services.
Those third parties may maintain their own privacy policies and practices. We encourage users to review the privacy policies of third-party services with which they interact.
14. Changes to This Privacy Policy
We may update this Privacy Policy periodically to reflect changes in our services, technology, business practices, legal obligations, or regulatory requirements.
When this Privacy Policy is updated, we will revise the "Last Updated" date displayed at the top of the policy. Where appropriate or required, material changes may also be communicated through our website, application, email, or another reasonable method.
Contact Us
For privacy questions, requests concerning your personal information, or account and data deletion requests, contact:
Avitasretail, LLC
DBA Emerald Fire Provisioning Center
Michigan, United States
Privacy Contact: high@emeraldfirecc.com
For account deletion requests, please use the subject line "Account Deletion Request."
We may request reasonable information necessary to verify your identity and locate the applicable account before fulfilling certain privacy or deletion requests.
Effective Date: September 29, 2026