Abstract: A method of automatically and continuously labelling articles such as fruit or vegetables. The method consists in placing said articles in indented trays having parallel rows of indentations, in disposing the trays in single file on a continuously moving conveyor, said rows being disposed perpendicularly to the advance direction of the conveyor, and in moving at least one labelling head over a row of indentations with composite rectilinear translation motion resulting from longitudinal advance motion corresponding to that of the conveyor combined with transverse motion such that a label is placed successively on each article in said row, and then in renewing said operation for each of said rows. The invention also provides apparatus for implementing the method.