La Costeña will wrap up its La Costeña Feel The Heat Jalapeño Eating Challenge Tour with a big-league finale in Chicago on Sept. 16. The event held in conjunction with the 2007 Major League Eating circuit and the International Federation of Competitive Eating will have competitors on the MLE circuit which includes Nathan’s Famous Fourth of July International Hot Dog Eating Contest in Coney Island attempt to break the one-minute jalapeño eating record which currently stands at 16.
The Mexican company which makes canned peppers salsas beans and other Hispanic favorites launched the Challenge Tour in April with stops at Hispanic-focused events in Atlanta Dallas Houston Los Angeles Phoenix San Antonio San Francisco and San Jose.
Winners from each participating city receive a $500 cash prize. In addition for every jalapeño consumed during the contests La Costeña donates product to local food banks and hunger relief agencies. The tour also offers consumers the opportunity to experience authentic Mexican cuisine cooked by La Costeña chefs in a state-of-the-art traveling kitchen.
“We wanted to be able to reach consumers one-on-one and be able to give them the opportunity to sample the variety of products we have ” Johanna Lugo marketing manager told Buzz. “With a mobile vehicle that is equipped with a full kitchen we have the opportunity to prepare elaborate recipes for the consumers and they can taste more of our product line.” Agency: Marketing Werks Chicago.