A multi-layer laminate media is provided on which information may be applied in machine or human readable form on a visible front surface by the output of one or more lasers, or other high intensity light source. In a preferred embodiment, the media has three layers including a substrate, a thermochromic layer and a light absorbent layer located intermediate the media substrate and the thermochromic layer. The light absorbent layer is adapted to absorb light from the light source and convert the absorbed light into heat. The heat is immediately conducted into selected portions of the thermochromic layer which is in thermal contact with the light absorbent layer, causing portions of the thermochromic layer to change visual appearance such as color to create the desired mark. The media optimally includes obscuration materials to reduce the visibility of the light absorbent layer to the naked eye. The light absorbent layer is preferably a low cost absorber such as carbon black. An alternate form of the invention is a two layer laminate media including a substrate and a thermochromic layer. The invention is usable in conjunction with labeling produce items. The invention includes a method and apparatus for using media in conjunction with labeling produce items.