Friday’s 11th annual Swiss Roll Eating Contest once again turned the lawn behind the Brandon Inn into the site of one of Brandon’s silliest — and most beloved — Independence Day traditions, with cheering, crumbs, and cream-filled competition all packed into a fast-paced Fourth of July spectacle.

Before the first package of Swiss Rolls was opened, contest founder and commissioner Jim Leary, who is retiring after launching and emceeing the event for more than a decade, inducted the first two members into the International Swiss Roll Hall of Fame.

Of the inductees, Leary said, "In short, you could say I've enjoyed a courtside seat to greatness."

Sammi McNally of Somerville, Massachusetts, was recognized for spreading the joy of Swiss Roll competitions far beyond Brandon and, despite never winning the local championship, for demonstrating the "grit, determination, and focus" that define the contest's competitors.

Eleven-time Brandon champion AJ "The GOAT" Mendiola also earned his place in the hall after, as what Leary described as a career that has “rewritten the record books” of competitive Swiss Roll eating.

Accepting his Hall of Fame honors, Mendiola hammed it up for the crowd, raising his scepter-like award and announcing, "Feast your eyes on this, you peasants!"

The competition featured three divisions. Five youngsters ages 10 and under eagerly tackled two Swiss Rolls apiece, with a young Brandon competitor claiming the title after a spirited but relatively civilized contest.

Seven competitors squared off in the division for ages 11 to 16, where the intensity ratcheted up as contestants powered through four Swiss Rolls each. Austin, also of Brandon, emerged victorious.

The main event saw 10 adults — including competitors from as far away as Portland, Oregon, one hiker fresh off the Long Trail, and several Vermonters from other parts of the state — attempt to be the first to conquer an entire box of Little Debbie Swiss Rolls. Defending champion AJ Mendiola once again proved impossible to dethrone, narrowly defending his championship and extending his remarkable winning streak to 11 consecutive titles.

Although Leary is stepping down after this year, he said he hopes the tradition continues. "I'm hopeful that some fresh ideas will take Brandon to the next level of competitive Swiss Roll competitions."