Natural Branding© by LaserFood: the one and only supported by European Union

"When looking for innovative laser labeling for fresh produce, beware imitations! With almost 15 years’ experience LaserFood is the pioneer and undisputed leader of laser-labelled technology", claims
John Bean Technologies - JBT Corporation.

Natural Branding©: more than just technology
Natural Branding© is the name registered by LaserFood for its innovative solution in 2016, after 10 years of experience. It all started in 2006, when LaserFood founder and agro-sector professional Jaime Sanfelix became aware of the problem non-labeling and mislabeling presented for retailers. Back then, there was no way to achieve permanent identification on fresh produce and the Laser Mark was the solution to this problem.

Natural Branding© has proven to be a hit with consumers, receiving overwhelmingly positive feedback from shoppers and gathering media coverage across Europe. Thanks to Laserfood’s Natural Branding© technology, Laserfood’s customer Eosta won the prize in the Sustainability Category at the 2018 Packaging Awards.

Jaime explained that laser labelling is recognized by increasing numbers of consumers first and foremost as Natural Branding©. “As the leaders and the creators of the technology, it’s very satisfying to see how the Natural Branding© brand name is now recognized by consumers across Europe, and how more and more people are acknowledging the great benefits it has for the environment. “On the other hand it is very preoccupying to see how opportunists that appeared recently on the market make an inappropriate and fraudulent use of a technology that has meant for us years of work, experience, research and effort in order to improve it. The bad use of the technology by these “me too” players gives a poor image about it on the markets.”

In the last years, the constant growth of worldwide opinion against the use of plastic, is likely to mean a big step forward for LaserFood. The world has finally realized that we cannot continue producing and rejecting insane amounts of plastic that we use only once, but which will take centuries to degrade.

What are the advantages of LaserFood Natural Branding©?
Laser Food’s Natural Branding© can help both producers and retailers improve their environmental credentials and it’s cheap for the simple reason that the system eliminates the need for wasteful paper labels, inks, glue and only uses light.

That’s why only us can boast the support of the eco-innovation program of the European Union from 2010 to 2013.

Furthermore, it’s a very flexible system: the latest innovation introduced allows our customers to mark on their products whatever they want, whenever they want. The new software now allows customer to create their own logos and recipes and upload them themselves in their machine. Of course, Laserfood will always be available to offer this service and make sure that customers can still benefit from our many years of experience.

Last but not least, it’s a permanent label. This means that with Natural Branding© your food becomes identifiable through its entire commercial life to the end consumers table. Full traceability of products allows growers and retailers to trace their products until they are consumed. In turn, consumers now have full guarantee about what they buy!

“Our customers and market are asking more and more for traceability with natural and sustainable solutions,” says Alessandro Pernigo from Frutta C2. “When we tried LaserFood’s Natural Branding© we immediately understood that we could rely on the right solution for its flexibility, not to mention the fact that the fruits and vegetables marked this way are also beautiful to look at”.

Based in the Italian province of Latina, another customer of Laserfood, AgricolliBio grows significant volumes of green kiwifruit for export worldwide “So far, the system has been very interesting and the feedback from customers has been very positive,” says Alexander Feulner, CEO. “At the moment, we are using the machine almost exclusively for our client ICA, the Swedish supermarket chain, to brand kiwifruit with their ‘I love Eco’ slogan, but we also plan to begin laser labelling other products, such as exotics.”

Looking further ahead, Feulner says “AgricolliBio hopes to begin using the Laser Mark system to label products exported to customers in the US once the technology receives regulatory approval.”

José Antonio Maya, technical specialist at the Port of Rotterdam-based company, Coolport Packing Rotter-dam (CPPR) says: “We heard about the Laser Food technology a few years ago and were very interested. Being environmentally friendly is very much a current topic, as is reducing pollution and removing labels from products, so we proposed to our principal clients that instead of carrying labels, the products could laser la-belled using this kind of machine. We got into contact with Laser Food and spoke about what kinds of prod-ucts could be laser labelled and in what ways. We passed all of this information to our clients and they loved the idea. From there, we carried out the first tests and then bought the full Laser Mark system.”

How Natural Branding works?
With over 14 years’ experience of monitoring and controlling conditions for laser labelling as well an EU patent for its use, Laser Food is a pioneer and leader in the safe, damage-free marking of fruits and vegetables. Unlike laser-burning techniques which compromise product quality and shelf life, Laser Food’s patented Laser Mark system works by removing a minuscule area of fruit skin.

It is eco-friendly manner of branding fruits and vegetables creating an image on them peel through a contactless marking solution with natural light. Natural Branding can be applied to practically all fruits and vegetables. It is a very superficial process that does not have a negative effect on the taste, aroma or shelf-life and it is completely safe to eat the fruit and the peel, even the part that is marked.

This technology doesn’t burn skin of products. Under the slogan Natural Branding© vs Burnt Skin,’ Valencia, Spain-based Laser Food highlight the threat posed by the inefficient laser marking of fresh produce, not just to the quality and integrity of products, but also to the reputation of the award-winning Natural Branding system.

How do you know it's safe?
The effects of the technique were investigated in extensive scientific studies. We do not use or create any chemical substances and the fruit does not increase decay or micro-biotic contamination. It has been approved by health authorities both in the USA and in the EU. For USA approval, see here. For EU approval (including additions that we do not use in Natural Branding) see here. Laser labels were approved by the European Union in 2013.

Option and models
There are two available models: LMS1 PRO and LMS1 LITE.

The PRO range of machine is the maximum expression of the Laser Mark technology while the LITE range of machines is a simplified version of the PRO range for customers who wish to enjoy all the advantages of the Laser Mark technology while making a reduced investment. The LITE machines offer the same performances and marking capacity as the PRO machines, but the systems have been simplified.

For more info or receive an offer  
Laser Food’s global expansion has been made possible thanks to its worldwide marketing agreement with JBT Corporation, which builds and promotes Laser Food’s Laser Mark technology worldwide. JBT also promotes Laser Food via and the @JBTLaserFood social media accounts on LinkedIn, Facebook and Twitter.


T:+34 960 700 522 

Publication date:

Receive the daily newsletter in your email for free | Click here

Other news in this sector:

Sign up for our daily Newsletter and stay up to date with all the latest news!

Subscribe I am already a subscriber

You are using software which is blocking our advertisements (adblocker).

As we provide the news for free, we are relying on revenues from our banners. So please disable your adblocker and reload the page to continue using this site.

Click here for a guide on disabling your adblocker.