BP is performing a lot of research on biodiesel production options with a significant amount of their effort being devoted to the use of sugar cane grown in Brazil as the source of their ethanol.
Despite their self-described advances, the BP station in my suburban Chicago community has a large placard on each of the biodiesel dispensing pumps advising patrons that the product being sold is not a BP product. The placard describes that the biodiesel sold in my home region comes from a BP supplier that is not identified. It also emphatically states that BP does not warrant the product or accept responsibility for damage caused by the alternative fuel.
I would be more inclined to use it if the merchant clearly supported it. I am also leery about gelling in cold weather. I need to read up on it.