A NORTH Queensland man who died after choking during a pie-eating competition on State of Origin night has been remembered as jovial and kind.

Avid rugby league fan Bruce Holland, 64, from Bushland Beach near Townsville, was taking part in the half-time food contest at the Bushland Beach Tavern when he fell to ground about 9pm.

Nearby patrons, including two local nurses, rushed to his side and began CPR before the paramedics arrived.

He was taken to Townsville Hospital where he died about 10.30pm.

It is believed Mr Holland suffered a heart attack, although police said the exact cause of the death was unknown and they were preparing a report for the coroner.

Arthur McMahon from Lillywhite Hotel Group, who own Bushland Beach Tavern, said Mr Holland died while enjoying watching his beloved Maroons.

"He has been a regular patron for quite a few years and loved his football," he said.

"He was there to have an enjoyable night and it is such a tragic and unfortunate thing to have happened.

"He was well known to the whole of Bushie Beach."

Mr McMahon said it was the first time the pub hosted a food competition and Mr Holland was the first to put his hand up.

"He was always up for raffles or anything and used to like winning things," he said.

"At half time they had this chilli pie competition and people were asked to volunteer and Bruce put up his hand."

Mr Holland had only taken a few mouthfuls before he started to choke.

"He started to gasp and sat down with a glass of water and then passed out," Mr McMahon said.

"There were seven other people in the competition and the meat was not overly hot."

Friend Michelle Bradley watched the last moments of Mr Holland's life and said his last words were "Jeez, this chilli pie is hot."

Bushland Beach resident Paul Jacobs said the sudden tragedy would rock the close community.

"The death will have a huge impact on our community and has come as such a shock," he said.

"Once it gets around to everybody in the area, everyone will be very stunned.

"I have been to plenty of State of Origin matches at the Tavern and they were always great nights."

"We will all be thinking of his family and friends."

Mr McMahon said he would remember Mr Holland as a happy-go-lucky man.

"He never had a bad word to say about anyone and was very well liked amongst the community and I'll always remember him in that type of fashion," he said.