Local man Jason Shaw said yesterday the fire was at least two storeys high.
"There's this huge hedge on fire ... on a farm on the outskirts of Rolleston," he said.
He'd spoken to a relative at Christchurch Airport, about 20km away, who said they could see the smoke from there.
"It's massive all right."
Ashburton TV director Tony Arthur happened to be driving past when he came upon the huge blaze.
"It looked like trouble all right, it really did," Arthur said.
"With the high winds it looked like it could have crossed the road easily. It probably had by the time we left to be honest."
Helicopters with monsoon buckets were attacking the fire until night fell.