19/07/2013 06:29 BST | Updated 19/07/2013 08:16 BST

Bruce Holland Dead, Australian Man Dies During Pie-Eating Contest

A 64-year-old man has died after collapsing during a pie-eating contest in Australia.

Bruce Holland was taking part in the challenge at the Bushland Beach Tavern near Townsville on Wednesday when he fell to the ground at around 9pm.

His last words were “Jeez, this chilli pie is hot,” onlookers told the Townsville Bulletin.

Bruce Holland died after collapsing during a pie-eating contest in Australia

Two nurses who were in the pub at the time rushed to his aide and began CPR while an ambulance was called. He was rushed to Townsville Hospital but was declared dead at around 10.30pm.

It is believed Holland suffered a heart attack, although police said the exact cause of the death was unknown and they were preparing a report for the coroner, the Herald Sun said.

‘‘It’s one of those tragedies that just happens - it was very difficult for us to know whether it was something that could have been avoided,’’ Arthur McMahon, from Lillywhite Hotel Group which owns the pub, told the Sydney Morning Herald.

He added: "He started to gasp and sat down with a glass of water and then passed out. There were seven other people in the competition and the meat was not overly hot."