PHOTOS: The Jacksonville Fire and Rescue Department was responding to a commercial building fire on the Westside that was causing a large plume of black smoke, officials say. JFRD says the fire started around 4 p.m. Thursday in the 900 block of Bulls Bay Highway. Crews say there was a "plume of black smoke that can be seen for miles." JFRD says this is an export and recycling company for quality used parts and the building on fire was part of the business Some people have reported seeing the smoke from as far away as Downtown Jacksonville. Others even posted photos.