Bruce Holland, 64, decided to join a pie eating contest on Wednesday night at the Bushland Beach Tavern in Townsville, Queensland during the State of Origin rugby league match. The fun event unexpectedly turned into a tragedy when Mr Holland suddenly collapsed and choked on the chili pie he was eating.

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According to The Sun report, Bruce Holland was one of the eight participants of the competition. He was immediately rushed to Townsville Hospital after collapsing but unfortunately passed away about 10:30 p.m. (AEST).

Arthur McMahon, a representative of the Lillywhite Hotel Group that owns the tavern, revealed that Bruce Holland had been a regular to the pub for over three years with a well-respected reputation. "It was a very sad day today, as he was a very well-respected person down there. Whenever he was there, he always had lots of company and friends," McMahon shared to AAP on Thursday.

Before the incident happened, Arthur McMahon stated that the pub had a cheerful atmosphere. "It was half-time during the game, and we had the big screen out the back, and everyone was having a very enjoyable time," McMahon recalled.

He further added: "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. It was hoped more would be known following investigations, including whether Mr Holland had a medical condition."

Bruce Holland was a resident of the close by suburb in Beach Holm. Investigations are currently being carried out to further look into the case of the Townsville local who died from choking while eating a pie at a contest as the coroner prepares the official report to certify the cause of death.

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