Cannoli’s for a Cause: Belmar’s Sweet Tradition Returns to Support Belmar Elementary School

BELMAR, NJ — The Belmar San Gennaro Festival is scheduled to return on September 7, 2024, with an exciting lineup of events celebrating Italian heritage. Among the festival’s highlights is the annual Sweet! Cannoli Eating Contest, a community favorite that promises both fun and philanthropy.

The festival, running from 11 AM to 6 PM, will feature the contest at noon. Competitors eager to take on the challenge can sign up at Sweet!, located at 702 10th Ave. in Belmar, until September 5. With a $25 cash entry fee, participants will receive a sweet T-shirt, granting them a 10% discount at Sweet! for the life of the shirt, including on custom orders.

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Contestants will have 90 seconds to eat as many cannolis as possible from the ten provided, along with a water bottle to help wash them down. The winner will walk away with a trophy, a $50 gift certificate to Sweet!, a one-pound box of assorted taffy, and a half-pound of homemade fudge. In addition, their name will be engraved on a plaque that will be permanently displayed at Sweet!.

The entry fees collected will be donated entirely to Belmar Elementary School, continuing a cherished tradition of giving back to the local community. For Marilena Soccodato Lowe, the event holds special significance. A proud Italian-American and former San Gennaro Businesswoman of the Year (2020), Lowe dedicates this event to her father, who passed away in May 2020. "My father loved the Italian mass at Saint Rose and the festival procession. It’s important for me, as part of my heritage, to give back to the community through this event," she shared.

Lowe’s daughter, Cali Cristina Amadio, who is also a co-owner of Sweet! and proudly carries on their Italian heritage, echoed her mother’s sentiments: “This event is near and dear to all our hearts. It’s a wonderful way to support our community while celebrating our heritage.”

Don’t miss this chance to enjoy some sweet treats, have fun, and contribute to a good cause at this year’s Belmar San Gennaro Festival.

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