American Kenny Rackers proved he’s crackers as he beat other daredevils who hurled themselves down a hill in the name of English tradition.
The army veteran stole first place at the annual cheese rolling competition at Coopers Hill, Gloucestershire, today in a race to the bottom.
And that's the big news, as told here by the UK publication Mirror.
We'd first told you about Rackers' pursuit of cheese-chasing glory back in early February.
You can also view photos and video from the race courtesy Mail Online, where Rackers was also interviewed:
It left the races wide open to challengers and the first downhill pursuit was won by jubilant American Kenny Rackers, 27, from Colorado Springs, Colorado.
The estate agent, wearing a morph costume with his hair dyed to match, said: ‘I've come especially for this and it feels great to win.
'I've been training a long time for it - running up and down the ski slopes in Colorado. As soon as I saw this event on TV I put it on my bucket list to do.
‘We are celebrating Memorial Day today, remembering all soldiers who have given the ultimate sacrifice for their countries, and I want to dedicate my win to them, to all the soldiers everywhere.
‘I got a great start at the top of the hill and I just kept going. As far as I know I am the first American to hold a cheese high here.’
And finally, here's a look at the winning run: