I see that he’s a professor of marketing and strategy. So I guess we can forgive for not knowing the the branch of chemistry called organic is the chemistry of the carbon compounds. Carbon is inextricably bound up with an element called carbon. Carbon dioxide is exhaled by every respirating organism. And those humans he would have us dine on, wouldn’t we want them to be as nutritious — hence as well fed — as possible. I trust his strategy in putting forth this notion is working out as planned.