I agree with sipa. There is no law against unsolicited emails. Life's too short; if you don't like it, unsubscribe, and don't buy from the outfit.
Whilst it might feel irregular, it's not like these email addresses have been sold on the darkweb for nefarious motives, or anything.
We all unwittingly give consent for our details to be used for marketing purposes, and I bet this has happened here. Penny to a pound it's as a result of attending some trade show or other (probably BeeTradex, under Patrick's reign), and the recipients are on some related mailing list of 'beekeepers'.
I think the suspicion is that Ms Hagen (erstwhile director of Bee Equipment) has either ripped, or has been given a mailing list from BE. It's also interesting that her own privacy policy explicitly excludes BE from the "other parties" category.
That said, I have previously had the misfortune to buy stuff from Bee Equipment, and I haven't received one of these emails. It's quite possible that those who have received them have unknowingly opted-in, in dealings with them. However, Bee Equipment's privacy policy (
https://bee-equipment.co.uk/pages/privacy-policy) is quite clear, and, given that email addresses do constitute PII (personally identifiable information) for the purposes of GDPR, you'd like to think they have adhered to this. No matter what the past or present "relationship" between Hagen's Bees and Bee Equipment is, they are two distinct legal entities.
Has there been a breach? Possibly, possibly not.
Interesting though. Maybe the lady herself should be asked?
The way I see it, the Victor Meldrews amongst us can wind themselves up into some apoplectic fit about this; otherwise we shrug our shoulders and get on with the more important things in life.