Ironically, organic fruits and vegetables sold in supermarkets tend to use more plastic foil in order to distinguish them from non-organic produce. A high definition laser available since 2016, but not yet widely used, could help change this. The laser beam removes part of the pigment from the outer layer of the peel of fruits and vegetables leaving a permanent mark. It is marketed as Natural Branding©, and it is developed by JBT and LaserFood.