The secure and responsible destruction of data is a legal requirement of the Data Protection Act 1998 and will also be upheld in the General Data Protection Regulation (GDPR) which is coming into effect in May 2018. Working in accordance with globally recognised security procedures, Avena specialises in confidential waste destruction and document shredding in London to help organisations comply with this requirement. Along with data destruction, specialist divisions ensure that brand value is upheld through asset and profit protection measures which include the specialist destruction of other items of value to others such as clothing and brand associated goods. With a long-established reputation for security, integrity and sustainability, organisations who choose to partner with Avena can be assured that these core values are upheld throughout any destruction process. Bringing new ideas and strategic innovation to the marketplace through clearer auditability and bespoke management techniques, Avena have secured partnerships with some of the largest and most recognised brands for their protection and sustainable destruction requirements.