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 such as carbon black 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 invention includes a method and apparatus for using the media in conjunction with labeling produce items.