LaserFood is pioneer and leader of Natural Branding© technology, the innovative and eco-friendly solution for the contactless marking of organic fruits and vegetables. Website: http://www.naturalbranding.info/

1. The Pioneer of Natural Branding©
Technology
Company History

2. 2
Company foundation................................................................................................................3
Development of a “contrast liquid”............................................................................................4
The european commission-backed Laser Mark project...........................................................5
The first important commercial developments..........................................................................6
European Commission approved a law regulating the use of Laser Mark technology............. 7
Awards for the important contribution to reducing CO2
emissions........................................... 8
LaserFood signed a cooperation agreement with JBT.............................................................9
Natural Branding©
, the new way to eliminate plastic packaging on fresh produce................. 10
Natural Branding©
reflects the profound environmental benefits of the laser mark system.... 11
Food retailers aim to cut packaging by ditching stickers on fresh produce............................ 12
Natural Branding©
is the name brand Registered by LaserFood............................................ 13
Launch of the new promotional campaign..............................................................................14
TABLE OF CONTENTS

3. YEAR
2006
3
COMPANY FOUNDATION
LaserFood is the company that has created and developed the innovative and eco-friendly
solution for the contactless marking of fruits and vegetables with natural light. Now, this
technology is also commercially known as Natural Branding©
.
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. He
began working with researchers from the University of Valencia in Spain, investigating a
way of eliminating paper stickers, initially from citrus fruits.
Back then, there was no way to achieve permanent identification on fresh produce and the
Laser Mark was the solution to this problem.
#HISTORY 01/12

4. 2007
Certified organic in 2017
We spray a contrast liquid on the mark we just made
YEAR
4
DEVELOPMENT OF A
“CONTRAST LIQUID”
Right from the beginning, LaserFood understood that not all products could be laser
labeled in the same way due to the differences between disparate types of skins
In the case of citrus, the LaserFood team found the fruit surface did not show sufficient
contrast when marked. LaserFood’s solution was the development of a “contrast liquid”
– patented worldwide – which is sprayed on the fruit skin and causes the laser mark to
become visible.
Crucially, the liquid, which was certified organic in 2017, does so without damaging the fruit
or jeopardizing its shelf life.
#HISTORY 02/12

5. 2010
THE NEW GENERATION LABELING
YEAR
5
In 2010, LaserFood started the European Commission-backed Laser Mark project as part
of the Eco-Innovation Program.
The EU decided to support Laser Mark because this technology has multiple
environmental benefits as the reduction of waste of resources such as ink, plastic, glue
or paper; avoid of the GHG emissions (reduce the carbon footprint by 99.9%) generated by
the transport of the stickers.
The Laser Mark Project was successfully completed in 2013.
THE EUROPEAN
COMMISSION-BACKED
LASER MARK PROJECT
#HISTORY 03/12

6. 2011
YEAR
6
THE FIRST IMPORTANT
COMMERCIAL
DEVELOPMENTS
In 2011, the first important commercial development took place when Carrefour Spain
contacted LaserFood asking for assistance solving a problem in store: customers were
swapping labels between regular and premium watermelons, leading to negative financial
consequences for the retailer.
Laser marking the watermelons effectively eliminated the problem for Carrefour, and has
been so successful that the company now obliges all premium watermelon suppliers to use
the technology.
Around at the same time, a French supplier of premium Charentais melons faced a
similar problem protecting its “Philibon” brand. The company contacted LaserFood for
help and - after successfully adopting the system - now owns three Laser Mark machines
and is in the process of adding a fourth.
2. Philibon Brand1. Carrefour Spain
#HISTORY 04/12

7. 2013
LASER MARK
New law (510/2013)
YEAR
7
EUROPEAN COMMISSION
APPROVED A LAW
REGULATING THE USE OF
LASER MARK TECHNOLOGY
Undoubtedly, the biggest leap forward for LaserFood and Laser Mark was to take place in
2013 when the European Commission approved a new law (510/2013) regulating the use
of Laser Mark technology in all European Union member states.
Not only did the European Commission regulate the technology, but it also encouraged its
use.
#HISTORY 05/12

8. 2014
YEAR
8
AWARDS FOR THE
IMPORTANT CONTRIBUTION
TO REDUCING CO2
EMISSIONS
In 2014, due to LaserFood’s important contribution to reducing CO2
emissions, the company
was invited by the UNEP (United Nations Environmental Program) to give a lecture at its
15th
Forum on Eco Innovation in Hanoi, Vietnam.
That same year, LaserFood received the award for
the Best European Environmental Project from the
regional government of Valencia in Spain.
Jaime Sanfelix and
Antonio Tajani, former EU
Commissioner for Industry and
Entrepreneurship, during the
Forum in Hanoi.
#HISTORY 06/12

9. 2014
LMS1 PRO
JBT and Laser Food introduce Natural Branding©
,
the Next Generation in Produce Labeling
Laser Labeling System
for Fresh Produce
YEAR
9
In 2014, LaserFood signed a cooperation agreement with US based multinational John
Bean Technologies (JBT) for the manufacturing and distribution of Laser Mark machines.
With important developments ahead, LaserFood needed a partner that would allow the
company to respond to worldwide demand for this new technology and, thanks to their
large network of commercial offices, factories and after sale service, JBT turned out to be
the perfect partner.
LASERFOOD SIGNED A
COOPERATION AGREEMENT
WITH JBT
#HISTORY 07/12

10. 2016
YEAR
10
NATURAL BRANDING©
,
THE NEW WAY TO ELIMINATE
PLASTIC PACKAGING
ON FRESH PRODUCE
The growth of worldwide opinion against the use of plastic, which is dominating headlines
across the globe, is likely to mean another 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.
The EU is expected to pass a new regulation banning single use plastics in all member
states, meaning that it will soon be no longer possible to sell fresh fruits and vegetables in
plastic wrap: the solution is called Natural Branding©
.
LaserFoodhasbeenconsolidatingitselfastheworldleaderinthecontactlessandpermanent
marking of fresh produce and it is only a matter of time before more supermarkets decide
to replace plastic used with the Natural Branding©
.
#HISTORY 08/12

11. 2016-2018
YEAR
11
The next important milestone in LaserFood’s history appeared when the organic sector
started to face a significant problem around packaging. The European regulation on organic
product states that, when organic fruits and vegetables are sold in the same store as
conventional products, the consumer must be able to clearly differentiate between them.
However, the regulation does not specify how this can be done and the only solution many
distributor had found was to wrap organic produce in plastic while conventional ones could
be sold in bulk. This approach was totally incoherent with the organic philosophy. Thanks
to the Natural Branding©
technology, it became possible to comply with the regulation
without using plastic since the laser mark applied on the fruit or vegetable is permanent.
Other companies in the organic sector followed and, today, LaserFood supplies machines
to some of the largest organic marketers in Europe, including Eosta, Lehmann Natur,
Biofreshi and Agricolli Bio.
NATURAL BRANDING©
REFLECTS THE PROFOUND
ENVIRONMENTAL BENEFITS
OF THE LASER MARK SYSTEM
#HISTORY 09/12

12. 2017
YEAR
12
FOOD RETAILERS AIM
TO CUT PACKAGING BY
DITCHING STICKERS ON
FRESH PRODUCE
In response to consumer demand for less plastic packaging, in 2017 Dutch fruit and vegetable
supplier Nature & More and Swedish supermarket ICA have joined forces to run a trial to
replace sticky labels on organic avocados and sweet potatoes using the Natural Branding©
technology by LaserFood.
Thiscontact-freemethodwasapprovedbyEUOrganiccertifierSKAL,noadditionalsubstances
are used, and the method is so superficial that it has no effect on taste or shelf life. As a bonus,
the energy needed for applying a Laser Mark is less than 1% of the energy needed for a
sticker, with a significant reduction in the amount of paper, ink, glue.
This is a solution that permanently marks the skin of the product, so it’s better from a
sustainability perspective, but also avoids the problem of stickers falling off. By using Natural
Branding©
on all the organic avocados they saved 200km (135 miles) of flow-pack plastic.
The innovation was noted worldwide and many supermarket chains queued up to join in!
#HISTORY 10/12

13. 2018
YEAR
13
In 2018 LaserFood has announced the Europe wide launch of a new brand name for the
technology, Natural Branding©
.
NATURAL BRANDING©
IS THE NAME BRAND
REGISTERED BY LASERFOOD
Reflecting the profound environmental benefits of the system, the Natural Branding©
name will shortly be seen in grocery retail outlets and supermarkets across Europe,
emphasising the growing public acceptance of the LaserFood-originated technology.
This name has proven to be a hit with consumers, receiving overwhelmingly positive
feedback from shoppers and gathering media coverage across Europe.
#HISTORY 11/12

14. 2019
OR
YEAR
14
LAUNCH OF THE NEW
PROMOTIONAL CAMPAIGN
In January 2019, LaserFood has announced the launch of a new promotional campaign
named “Natural Branding©
or Burnt Skin” to raise awareness, in retailers and consumers, of
the differences between Natural Branding©
technology (owned by LaserFood) and others less
efficient laser-burning systems which often damage the products.
Under this slogan it will 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 LaserFood’s Natural Branding©
system. With over 12 years’ experience of monitoring
and controlling conditions for laser labelling as well an EU patent for its use, LaserFood 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, LaserFood’s
patented Natural Branding©
system works by removing a minuscule area of fruit skin - without
harming the fruit or vegetable in any way - before applying an EU-approved contrasting liquid
(only in the case of citrus, melons and pomegranates). On the contrary, the less efficient, non-
patented laser-burning techniques have a number of major drawbacks for producers, retailers
and consumers.
Open for use, regardless of experience with the technology, other less advanced techniques
from non-specialist companies involve burning a brand name or information onto the skin of a
fruit or vegetable. The resulting burnt skin not only harms of the image of laser labelling as a
technology, but also leads to damaged products and rejections at the point of sale.
#HISTORY 12/12

15. 15

16. Subjecttochangewithoutnotice.03•19 A50005-EN
Direct contact Valencia, Spain
www.laserfood.es
Phone: +34 960 700 522
smerit@laserfood.es
South America
John Bean Technologies Máq. e Equip. Ind. Ltda.
Av. Eng Camilo Dinucci 4605
14808-900 Araraquara, São Paulo
Brazil
Phone: +55 16 3301 2000
Fax: +55 16 3301 2144
Europe
John Bean Technologies Spain, S.L.U.
Autovia A-2, km 34,400
28805 Alcalá de Henares
Madrid, Spain
Phone: +34 91 304 0045
Fax: +34 91 327 5003
Latin America
JBT de México S de RL de CV
Camino Real a San Andrés Cholula No. 2612
Col. San Bernardino Tlaxcalancingo
72820 San Andrés Cholula, Puebla
México
Phone: +52 222 329 4902
Fax: +52 222 329 4903
John Bean Technologies SpA
Via Mantova 63/A
43122 Parma
Italy
Phone: +39 0521 908 411
Fax: +39 0521 460 897
Asia Pacific
John Bean Technologies (Shanghai) Co., Ltd.
Room 1908, Hongwell International Plaza, 1600
West Zhongshan Road,
Xuhui District, Shanghai 200235,
PRC
Phone: +86 21 3339 1588
Fax: +86 21 3339 1599
South Africa
John Bean Technologies (Pty) Ltd.
Koper Street
Brackenfell
Cape Town, South Africa 7560
Phone: +27 21 982 1130
Fax: +27 21 982 1136
Represented exclusively by
JBT is a leading provider of integrated food processing solutions. From single machines to complete processing lines, we enhance
value and capture quality, nutrition and taste in food products. With a local presence on six continents, JBT can quickly provide our
customers and partners in the food processing industry with the know-how, service, and support needed to succeed in today’s
competitive marketplace.
For further information please contact JBT at hello@jbtc.com or one for these convenient locations
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