Fire crews from Rotorua, Kawerau, Ngongotahā, and Mamaku are fighting a large blaze at a former timber mill in Rotorua.
A Fire and Emergency New Zealand spokesman said by 7.30pm nine crews were at the former Lumbercube Mill site.
"They are working to extinguish it and protect nearby buildings from exposure."
He said they were first called to the blaze at 5.45pm, after "multiple 111 calls came through.
"It was fully involved when crews arrived."
The office block where the fire started is 16m by 20m in size.
The spokesman said there was no indication at this stage the fire was suspicious, and all people were accounted for.
Witness Bryce Morris said he could smell smoke and hear crashing as the building was burning.
At that stage only two appliances were at the scene.
He said it appeared traffic was being diverted.
Nearby resident Ryan Gray said he had just finished cleaning his house near Iles Rd at 6.10pm, when there was a strong smell of smoke.
He left for a meeting and then "saw smoke billowing from behind Motion Entertainment, the bright orange flames were clearly visible well above the building".
Gray said across the field on Vaughan Rd, cars were backed up.
He said he could hear fire sirens when he arrived in the centre of town.
Attempts have been made to contact the property owners.
Jefferies and family will enjoy a leg of lamb with summer sides.