The incident happened on a stretch of road notorious for rollovers. 

Police, fire and ambulance officers were called to Axedale-Kimbolton Road in Eppalock about 1pm after a 39-year-old male driver lost control of the vehicle. 

Leading Senior Constable Laurie Mueck said the man was lucky to escape with just cuts and bruises after the incident caused the left side of the cabin to be crushed. 

"He saw the load shift in his mirror, and he's just had to hold on," LSC Mueck said.

It is not believed speed was a factor in the crash. 

CFA member Ken Maskell said the bend in the road was renowned among locals for hay truck incidents. 

He and other volunteers watched over the scene today in case the hay caught fire, a threat made more possible by fuel leaking from the upturned vehicle.

Earlier: Emergency services are at the scene of a truck rollover in Eppalock.

Dozens of hay bales fell from the truck in the crash and now lay along the side of the road.

Police, CFA, ambulance officers and council staff are all at the scene.

The crash happened on the Kimbolton-Axedale Road, near the intersection of Spillway Road.

One lane of the Kimbolton-Axedale Road has been closed as crews work at the scene.

More to come.