The goal of the intervention is to place the product, as a cell of consumer society, somewhere where it is not expected. The first step of the intervention is visiting supermarkets and collecting authentic brand labels found on imported fruit. This fruit represents the majority of accessible fruit on the market. The second step is to paste the stickers on the still groving fruits of a living tree. With this, I wanted to achieve 'branded' fruit effect before it became recognized as an 'edible product of nature' (a quote from one of the labels). The work presents a provocative comment on the consumerist policy of the food industry. The intervention was carried out in 2017 in Novo mesto. (Source: Danilo Milovanović)