Six fire appliances, an aerial platform and water carrier have been called to a blaze at a Bedfordshire garden centre.
The Wyevale Garden Centre at Caddington near Luton is on fire and a plume of smoke can be seen for several miles, a fire service spokeswoman said.
"Road closures are being put in place by Bedfordshire Police and drivers are asked to avoid the area," she said.
"Firefighters using breathing apparatus and jets are fighting a fire in a 50m by 60m (160ft by 200ft) building."
Bedfordshire and Luton Fire and Rescue Service senior officer at scene is Commander Simon Barker.
There are no initial reports of people trapped or injured in the single storey building in which the flames are concentrated.
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