GAINESVILLE-  The air horn blared, beans and water ran together in a soggy mush, and the competition looked on with full cheeks as the victor stood dominantly.
More than 150 people participated in the annual Moe’s Burrito Eating Contest Saturday afternoon at the Westside Recreation Center on the corner of N.W. 34th Street and N.W. 8th Ave.
Moe’s Southwest Grill invited individuals and teams of five or more to win free Moe’s for a year, along with other prizes.
The challenge: eat three Moo Moo Mr.Cows, a kid-sized meal composed of rice, beans, salsa and cheese in one sitting.
 “My plan was to see how I felt and swallow without chewing,” said Josh Fair, who came in 5th place overall as a member of Team “Cage o’ Torment.”
Fair took 2 minutes and 6 seconds to finish the challenge.
“I dug deep into my heart and found the courage,” Fair said.
Winners from each individual and team competition won a once-a-week free meal from any Moe’s in Gainesville.  Throughout the day, shouts of “Go Moe’s!” pierced the cheering of table-side friends of the competitors.
John George, a member of Team “Paramount” from Paramount Plaza Hotel and Suites, came in 2nd place overall with a time of 1 minute 52 seconds.  His strategy was to average 40 seconds a burrito.
“I got engaged at Moe’s,” George said.  “I love it.”
Every team’s appearance was announced by nine-year-old Jaramy Boothe who counted down to the start of each contest.
One team, Team “Chris Mullet” got the audience involved in a few choruses of artist Tag Team’s “Whoomp! (There It Is).”
Team “Theatre Strike Force,” a University of Florida improv comedy troupe, participated to win free food for one of its members, Filup Molina.
“It was really great that my friends came together to help me out when I needed it,” Molina said.  “But I know they had a lot of fun showing off how fast they could all lose.”
Despite the fears of the attending crowd and the nearby ready trash cans, only one contestant vomited.
Eating strategies varied from contestant to contestant. 
“I didn’t eat yesterday in preparation for today,” said Justen Walker, one of the early winners on Team “Joe.”
Some would tear open the burrito before eating it.  Others would use copious amounts of water to get it down.
“I would just take a bite and swallow, take a bite and swallow,” Walker said.  “It’s called Army training.”
After three hours and more than 250 burritos, a champion emerged.
The grand winner of the event was Roberto Cruz with a time of 1 minute 44 seconds.  His wife Anna and daughter Cellianne cheered on Cruz from the sidelines.
I feel surprised, said Mrs. Cruz who translated for her husband.
Mr. Cruz will receive the grand prize of free Moe’s for life, a two-night stay at the Marriot West Palm Beach Courtyard, two Butterfly Rainforest Tickets, and two tickets to the Hippodrome State Theatre.
This the first time the Burrito Contest has been paired with the Moe’s Hospitality Counsel, said Kevin Pirkle, general manager of the Moe’s located near Interstate 75.
“We wanted to bring the community together and create a fun event,” Pirkle said.