Every year on the last Wednesday of August for exactly one hour around 150,000 tomatoes are hurled.
But foodies, don't worry. The tomatoes come from Extremadura, where they are less expensive and of inferior taste.
Trucks hauled the bounty of tomatoes into the centre of the town, Plaza del Pueblo.
Technically the festival does not begin until one brave soul has climbed to the top of a two-story high, greased-up wooden pole and reached the coveted ham at the top.
In practice, this process takes a long time and the festival starts despite no one reaching the meaty prize.
The signal for the beginning of the fight is firing of water cannons, and the chaos begins.