Abstract: Label inserting apparatus for automatically inserting identification labels in plant containers or the like comprises a conveying track for conveying containers on a predetermined path; a horizontal label storage magazine positioned above the path for holding the labels in a horizontal stack wherein all labels except the outermost label in the stack are constrained from downward movement; an insertion mechanism mounted transversely to the outer end of the storage magazine and having a vertically reciprocable slide member abutting the outermost label in the stack, the slide having a gripping means for gripping the outermost label only and driving it downwardly into the plant container; and control means for causing labels to be inserted in each plant container. The gripping means may be a projection on the slide that engages the label and also can include a vacuum device.