Food in the Air (FITA) began a year and a half ago, when four sisters, along with a friend, thought of the simple yet unique idea to hold their food in "air", having the food as the main focus of the shot while keeping the background relatable. We liked the idea that you could create images with your food while still focusing on your surroundings. Beautiful backgrounds and famous landmarks paired with relatable foods, because who doesn’t like food and traveling? @Foodintheair is the first and only food Instagram account to incorporate your meal with the surrounding scenery by, you guessed it, holding it in the air. Without any marketing, we reached 10,000 followers within 11 months and 6 months later we surpassed 100,000 followers.