It is a natural, eco friendly manner of branding a piece of fruit or vegetable by creating an image on the peel. It is a contactless method that is completely safe. A high definition laser removes pigment from the outer layer of the skin of the product. This is a very superficial process that does not have a negative affect on the taste, aroma or shelf-life of the fruit or vegetable. It's completely safe to eat the fruit and the peel, even the part that is marked.