One person was trapped after a crash on State Highway 2 near Papamoa, on the way to Te Puke.
Police Senior Sergeant Glen Saunders said emergency services were called to the two car crash on the bridge near Te Puke Quarry Rd about 7.25am.
Western Bay of Plenty road policing manager Senior Sergeant Ian Campion said the trapped person was described as having serious injuries.
"A Tauranga-bound vehicle has crossed the centre line and collided head-on with an oncoming car. The driver of the vehicle heading towards Te Puke is still trapped in the vehicle and fire are working to free him."
The crash was cleared and the road re-opened about 9am, but traffic is still backed up as far as Domain Rd.