One of Rodale's most successful projects was "Prevention" magazine, founded in 1950, which promotes preventing disease rather than trying to cure it later. It pioneered the return to whole grains, unrefined sweets, using little fat in food preparation, folk cures, herbal medicines, and breastfeeding. It also promoted the consumption of higher than typical amounts of nutritional supplements and forgoing nicotine and caffeine. Rodale opposed the consumption of milk and sugar, which he blamed for many diseases. He was not a vegetarian and frequently denounced vegetarianism.