British retail chain puts "By air" sticker on F&V

In the aisles of Fruit Logistica, a recent move of some British retail chain communication is drawing the professionnals' interest and sometimes worries. Some British retailers have began to put a small sticker : "By air" on fresh fruit & vegetables that have been transported by air. This simple communication could change a lot of things in the F&V industry, as "environment friendly" behaviour becomes a crucial trend in many markets. Would this "by air" stickers really give to consummers a true idea on the effects on the environment? What about the impact of a controlled atmosphere warehouses ? Can we just communicate on the air deliveries consequences without any information over the whole process : from crop to the retail chain shelves?