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Mr. Musk is promoting a philosophy he calls “real food,” which nourishes the body, the farmer and the planet. It doesn’t sound much different than what writers like Michael Pollan and everyone who has ever helped start a farmers’ market or community garden have preached for years.

Musk having spent years working in the tech industry has set his sights on 'innovating' the food world motivated by his passion for healthy food and what he sees as the ceremony of food. He has effectively dedicated himself to changing the way Americans eat. He is keen to promote soilless farming a controversial, disruptive opinion within the organic farming world.

For all his business and tech acumen, Mr. Musk can sometimes seem tone-deaf. At a conference on food waste in New York last month, he declared from the stage that “food is one of the final frontiers that technology hasn’t tackled yet. If we do it well, it will mean good food for all.”

When the comment was posted on Twitter, Lawrence McLachlan, a farmer in Ontario, Canada, shot back: “You might want to visit a Farm Progress show. Or even a farm. I think you might have missed 70 years of Ag history. It’s Hi-Tech stuff bud.”

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