In an attempt to win over a growing demographic of eco-friendly, organic eating consumers, the American retail giant announced earlier this year that it would start carrying more organic food products.  However, their attempt to lure more affluent customers has backfired and the move is being decrying as antithetical to the organic ethos.

Groups representing organic farmers say "Walmartisation" will undermine the ethos of the movement and push production into industrial farms.

The Cornucopia Institute, representing family farmers, said Wal-Mart was applying the same price pressures to organic producers as to other suppliers. It warned that Wal-Mart was bypassing smaller farmers for more controversial producers. It has already appealed to the US Department of Agriculture (USDA) over techniques used upon one Wal-Mart milk supplier.

The Independent: ‘Green’ Wal-Mart Stirs Organic Protest