At around 11 am, the first event of the Tomatina begins. Many trucks haul the bounty of tomatoes into the center of the town, Plaza del Pueblo. The tomatoes come from Extremadura, where they are less expensive. Technically the festival does not begin until one brave soul has climbed to the top of a two-story high, greased-up wooden pole and reached the coveted ham at the top. In practice this process takes a long time and the festival starts despite no one reaching the meaty prize. The signal for the beginning of the fight is firing of water cannons, and the chaos begins. Once it begins, the battle is generally every man for himself.