Sixteen-time Nathan’s Famous International Hot Dog Eating Contest champion Joey Chestnut will not be able to relish in another mustard belt victory this year.

Chestnut is working as a representative for Impossible Foods, which sells a variety of plant-based meat, including hot dogs. A spokesperson for Major League Eating, which Nathan’s Famous Hot Dogs sanctions to host its annual July 4 hot dog eating contest, said the organization was “devastated” that Chestnut opted to represent a rival brand instead of competing in next month’s competition.