The sky over North Taranaki turned black on Wednesday when a mountain of tyres caught fire, sending black smoke billowing skyward.

Firefighters were called to a property, owned by Trevor and Linda Elsworth​, on Manutahi Rd, near Bell Block, about 2.30pm and a second alarm was quickly issued calling for back up.

Fire and Emergency New Zealand assistant commander Rob Karaitiana said crews arrived on scene to a fully lit and "well alight" tyre fire.

SIMON O'CONNOR/STUFF Multiple fire engines, water tankers and support vehicles were called the fire.

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Karaitiana did not know how many tyres were burning but estimated they filled an area about 60 metres long, 10m wide and 5m high - about 3000 cubic metres.

"Stored tyres are notoriously difficult to extinguish because as they melt, they essentially turn into a jelly petrol," he said.

MELISSA RIDDICK/SUPPLIED Firefighters said the tyres covered an area about 60 metres long, 10 metres wide and 5 metres high.

"All we could really do is protect the surrounding property. We wanted to make sure that if the wind changed, it didn't start a house fire."

The Elsworths' home was about 50m from the blaze and was not affected.

At the height of the fire three fire appliances, two water tankers and several incident command vehicles, carrying Hazmat equipment and gear, were at the scene. Small explosions could also be heard coming from the property.

SIMON O'CONNOR/STUFF A massive cloud of thick smoke is drifting over a wide area of rural North Taranaki from a fire at a farm.

Karaitiana said while fumes may be toxic "to the birds", the smoke had dissipated into the air and crews were able to stay upwind.

He said after two-and-a-half hours the fire was finally dying down and some trucks were sent back to the station.

"I can appreciate it was terrific visuals on the New Plymouth skyline but it's under control and there are no injuries.

SIMON O'CONNOR/STUFF The thick black smoke could be seen billowing skyward from 20 kilometres away.

"The guys did a really good job out there."

The thick black smoke from the blaze drifted south towards Lepperton and could be seen up to 20 kilometres in Moturoa, New Plymouth.

Hundreds of people shared photos and video footage of the blaze on social media from spots across the district.

SIMON O'CONNOR/STUFF A tyre fire is raging at Manutahi Road, near Bell Block, New Plymouth.

Police were even on hand to marshall a build up of traffic on Manutahi Rd as people arrived to view the blaze.

Contractor Quinton Ross, who worked on the property, said he raised the alarm about 2pm after seeing the smoke while driving back to the farmlet.

Although it has not been confirmed what caused the fire to start, Ross believed it may have begun from a small rubbish fire which had been lit in the morning near the tyres and spread to nearby dry gorse.

SIMON O'CONNOR/STUFF A witness takes a look at the cloud of smoke.

Ross, with the help of rural fire crews first on the scene, managed to get a 5000 litre diesel tank away from the centre of the blaze.

The fire spread quickly within minutes, he said.

Property owner Linda Elsworth said she didn't know how the tyre fire started. An electrical transformer shed and a smaller shed nearby were badly damaged.

SIMON O'CONNOR/STUFF A tyre fire turned the sky over North Taranaki black on Wednesday afternoon.

The Elsworths property is used for breeding miniature horses, and a stable was near the tyre stack. The Elsworths and friends were able to get the animals away from the heat of the blaze before they were harmed.

The region is in the middle of one of its longest spells of dry weather all year. Temperatures at nearby Hillsborough reached 25 degrees Celsius, and 30C at Inglewood, on Wednesday.

SIMON O'CONNOR/STUFF The fire was on a property off Manutahi Rd.

Simon O'Connor The smoke billows from the fire scene at Manutahi Rd, near Bell Block, New Plymouth.

SIMON O'CONNOR/STUFF Thousands of tyre are thought to have caught fire.

Simon O'Connor The smoke can be seen from kilometres away.