Published January 23, 2014

AN icon Mildura supermarket was reduced to a pile of ash and rubble after a fire broke out at PJ's Foodworks in the early hours of the morning.

Police and firefighters were called to the blaze about 1am and, while surrounding businesses were protected from the blaze, the supermarket was destroyed, taking with it a piece of Mildura's history.

CFA crews from Merbein, Red Cliffs, Mildura and Wentworth were called to the blaze to contain the fire and protect surrounding businesses.

The buildings either side of PJ's -- Mildura Flower Studio and Hollywood Express Video -- were not damaged.

Police Acting Sergeant Shane Wright said emergency services were still trying to contain the scene.

"We're unable to get in there because of the structural damage," he said.

"Fire investigators have arrived but at this stage it doesn't look suspicious."

Sgt Wright said adjacent buildings escaped unscathed, other than possible heat and smoke damage.

"That would be minimal, if at all," he said.

Sgt. Wright expected some surrounding businesses, which rely on power to refrigerate products, to suffer some stock damage.

Power was cut to the area, but was returned about 11am.

The road along Deakin Avenue, outbound from Mildura -- between Twelfth and Thirteenth streets -- was closed while emergency services worked at the site.

Mildura CFA senior station officer Leigh Allan said excavation machinery was brought in to help with "mopping up".

"There was a lot of potential for structure collapse and, being in a shopping precinct as it is, was had to ensure that it wasn't going to injure any of the public," he said.

He said the fire started at the rear of the building, but the cause was not yet known.

Store owner John Green was in Melbourne supporting his daughter with university orientation when he received the call that the property was alight.

Mr Green said he had not yet thought about the prospect of rebuilding, but would make an announcement later this week regarding newspaper sales.