La Costena ‘Feel the Heat Jalapeno’ eating challenge returns.

The third annual La Costena Feel the Heat Jalapeno Eating Challenge Tour is challenging jalapeno lovers to chew through the existing record for the most jalapenos eaten within one minute, which currently stands at 31.

The contestant who eats the most jalapenos during each local competition is awarded a $500 cash prize. Additionally, the collective gastronomical achievements of the entire group of speed eating competitors will impact the city’s local hunger relief efforts. La Costena has pledged to donate an assortment of its authentic Mexican food products to local food banks and hunger relief agencies for each jalapeno consumed during these contests.

Competitive eating has become one of the fastest growing sports in America, and speed eaters report that jalapeno eating is one of the most grueling of stomach-centric competitions. The La Costena Feel the Heat Jalapeno Eating Challenge Tour is en-route to cities with a proven appetite for authentic Mexican cuisine spicing up some of the nation’s largest community events in Los Angeles, Dallas, San Antonio, Houston, Atlanta and Chicago with this fiery jalapeno contest.