A 64-year-old woman who was pinned between a forklift and pallet at her Rotorua workplace has been taken to Middlemore Hospital with serious injuries.

A St John spokesman said it was called to the Damar​ Industries Te Ngae Rd site about 7.30am today.

The New Zealand Fire Service was called to help free the woman, who was admitted to the Rotorua Hospital emergency department at 8.45am.

She was later transferred to Middlemore Hospital where she remains in a serious condition in the Intensive Care Unit.

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Damar Industries chief executive Martin Carlyle told the Rotorua Daily Post the company's focus was on the injured woman and her family.

"The most important thing we're focusing on is our employee, her injuries and getting hold of her family," he said.

"It appeared she was trying to free up something that was falling when the forklift rolled into her, trapping her between it and a pallet.

"She has now been transferred to Middlemore Hospital and we are trying to arrange for her family to get up there to be with her."

Mr Carlyle said he could make no further comment until WorkSafe had completed its inquiries.

Damar Industries is a manufacturer of "niche market" coating, chemical and aerosol products.

The Te Ngae Rd site has a warehouse and distribution centre.

A WorkSafe spokesman said the decision to conduct an investigation would be made following initial inquiries.