He has turned vegan recently. That´s the message he is talking about. He has seen light after watching "What the health" and then getting more info by himself. It´s a disgusting reality on several fronts. If all the people were exposed to the facts half of the people would turn vegan instantly. Industries keep trying to avoid it. But judging by the numbers there´s no stopping. Fortunately.

The song... it´s not for me :)