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Upscale U.S. grocer Whole Foods Markets assures its eco-aware shoppers that its meat has no antibiotics, that its coffee and roses are fair-traded and, now, that its organic produce is delivered using oil-sands-free fuel

Whole Foods' trucks travel more than 35 million kilometres annually, delivering organic and natural products to its 284 North American outlets, items such as Manchego cheese from Spain and Himalania-chocolate-covered Goji berries from China.

The earthy grocer has now committed to reducing its carbon footprint further by shunning, where possible, Canada's oil sands producers and the U.S. refiners who market gasoline and diesel made from Alberta's bitumen, which creates more emissions than conventional, light oil.

The move by Whole Foods is part of its ecostrategy to cut energy costs, appeal to its environmentally aware customers, and raise the pressure on oil companies operating in northern Alberta to find cleaner ways of producing fuel.

Critics, however, suggest it is mere

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