The man killed in a crash in Whakatane on New Year's Day can now be named as Gregory Mark Walsh.

Walsh, 50, was from Papamoa.

He died after a truck rolled on Thornton Rd in Whakatane at 12.30pm on January 1.

The truck is believed to have hit another vehicle before rolling.

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The occupants of the car were treated for moderate and minor injuries.

The police Serious Crash Unit is investigating.

"Police extend their sympathies to his family and friends at this time," a spokesperson said.