The USDA's first nutrition guidelines were published in 1894 by Dr. Wilbur Olin Atwater as a farmers' bulletin.[2] In Atwater's 1904 publication titled Principles of Nutrition and Nutritive Value of Food, he advocated variety, proportionality and moderation; measuring calories; and an efficient, affordable diet that focused on nutrient-rich foods and less fat, sugar and starch.[3][4] This information preceded the discovery of individual vitamins beginning in 1910.