An automatic, high speed labeling machine is provided for applying individual labels to large and variable size produce items. The label strips used are much larger and heavier than known label strips used for small produce such as apples and pears. The increased weight causes label strip overrun when the labeler is paused and also causes slippage of the label strip. A label strip deflector is provided which causes the larger and heavier label strip to fold back on itself rather than to overrun and foul the application of labels. The drive rollers are modified to eliminate slippage of the heavier label strip.