A former professional boxer died after choking during a croissant-eating contest in Argentina, according to reports and disturbing video.

Mario Oscar Melo, a 56-year-old retired light heavyweight who once fought Michael Moorer for the title in 1990, died Sunday after being rushed to a hospital after the event in Buenos Aires. He was pronounced dead on arrival, TMZ Sports reports.

Brief video footage shows several men unsuccessfully trying to dislodge the pastry from Melo’s mouth, violently shaking the Buenos Aires native on a stage in front of dozens of shocked spectators.

A firefighter and a doctor in the crowd then tried to save Melo at the venue, which did not appear to have a trained medical staff. The boxer was eating his third croissant when he started to choke, according to local media reports.

Officials are now investigating whether Melo died from complications due to diabetes or if his airway was blocked, Marca.com reports.

Melo, whose professional debut was in 1984, last fought in 1998 and finished his career with a 21-9 record, according to BoxRec.com. “Mazazo,” as he was known in South America, was knocked out in the first round of his title shot against Moorer at the Taj Mahal in Atlantic City.

Melo lived in Pinamar, Argentina, according to his Facebook profile, which was peppered with boxing photos and memorabilia. In one photo from New Year’s Eve, Melo appeared shirtless in a towel while flexing his muscles.

“Hello girls, Happy New Year from Pochi, better known as the anaconda,” Melo wrote.