1 appliance from Shanklin was mobilised to the scene on Main Road, near to Hunt’s Fruit and Veg, sometime before 18:20.
With specialist chimney equipment unable to fully tackle the fire, the Aerial Ladder Platform from Newport has been called in to assist the firefighting operation.
Crews are now working from above and below to put out the chimney fire.
Motorists are being directed past the incident under give and take.
Meanwhile, Newport’s wholetime crew have responded to reports of a building fire in Carisbrooke that transpired to be a bonfire. They have also attended a medical incident in East Cowes, assisting to gain entry for the ambulance service.