Locals and visitors from as far away as Australia, Japan and the United States crammed into the eastern town of Bunol as mushy tomatoes flew in every direction in a world-famous orgy of mush.
"It was mental. Crazy. People jumping around, throwing tomatoes and slipping over," said Alex Harris, 20, from Dorset in England, his T-shirt torn and chest drenched in juice.
"It was awesome. Hectic, chaotic, not for the claustrophobic," said Ben Brown, a London-based Australian with a head plastered with red pulp. "It's the most fun you'll have in an hour in your life."
Mindful of safety and money, the indebted local authorities last year began charging revellers an entry fee and hired a private company, Spaintastic, to sell tickets.
The town hall said it had to improve safety at the wild festival, which before the privatisation drew 40,000 revellers to the town, quadrupling its population. Places are now limited to 22,000.
"The essence of the Tomatina had been lost. There was no space and it was quite dangerous," Bunol's deputy mayor Rafael Perez told AFP.
Revellers glugged pints of beer and sangria until trucks loaded with 125,000 tomatoes rolled through Bunol's narrow streets and teams on board heaped the squishy load onto the heads of the crowd.
The iconic food fight has long been a draw for foreigners.
"In Japan lots of people want to come to the Tomatina because it's a crazy festival," said Ayano Saito, a 25-year-old woman from Tokyo.
"This is the fourth time I've come to Bunol. I come every year," yelled another Japanese visitor, Masaki Ito, 33, his gold jumpsuit splattered with pulp.
The privatisation of the lucrative event has sparked squabbling among politicians in the town.
Spain's governing conservative Popular Party -- in opposition in Bunol -- has demanded an investigation into whether the process was carried out legally by the town hall, led by the United Left party.
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