Jerome Irving Rodale:

Founding father of the organic food movement, creator of "Organic Farming
and Gardening" magazine, and founder of Rodale Press, a major publishing
corporation.

How he died: On the "Dick Cavett Show", while discussing the benefits of
organic foods.

Rodale, who bragged "I'm going to live to be 100 unless I'm run down by a
sugar-crazed taxi driver," was only 72 when he appeared on the "Dick 
Cavett Show" in January 1971. Part way through the interview, he dropped 
dead in his chair. Cause of death: heart attack. The show was never aired.