Office Depot Private Brand Shredder Named a Consumers Digest “Best Buy”

Boca Raton, Florida based office supply retailer Office Depot announced yesterday that its Private Brand Ativa MD1200 12-Sheet Cross-Cut Desktop Shredder has been named a Consumers Digest “Best Buy” in the shredder category, in the magazine’s February issue. The Ativa MD1200 shredder is available at nationwide Office Depot retail locations and online at starting at $79.99.

Consumers Digest “Best Buys” are defined as products that deliver the most value in a given category and merit special attention from consumers, based on a combination of performance, ease of use, features, warranty, efficiency, style, and maintenance and service requirements. “Best Buys” in shredders were selected based on performance, paper capacity, types of media accepted and warranty. Only models that use cross cut or similar technology were considered for “Best Buys” because of their ability to shred documents more thoroughly than strip-cut models.

“Being named a Consumers Digest ‘Best Buy’ is a great honor, and we are thrilled that our Ativa MD1200 shredder was recognized,” said Tammie Hunt, Vice President of Own Brand for Office Depot. “Our customers’ feedback is taken into great consideration when we design our Own Brand products, and being named a ‘Best Buy’ validates our strong focus on our customers needs.”

The compact Ativa MD1200 desktop shredder is designed for medium-duty shredding in the general household or home office use, and delivers reliable cross-cut shredding for confidential personal and business documents. With the ability to shred up to 12 sheets per pass and up to five minutes of continuous run time, the Ativa MD1200 helps clear clutter by shredding unopened junk mail and also features durable cutters that can slice through CDs/DVDs, credit cards, paper clips and staples. The strong high-density blades resist wear and corrosion for lasting sharpness and strength and also reduces noise and vibration with the innovative Quiet Cut feature.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.