"We have been working with the NZ Police, the heavy haulage industry and both Western Bay of Plenty District Council and Bay of Plenty Regional Council, to identify the challenges along this section of highway and the potential improvements," Mr Johansson said.
"Now we want to hear from the public, so we get the right balance between what is best for road users, the community and the overall function of the highway.
"We are encouraging people to tell us how they use this corridor, their thoughts on speed limits and how safe they feel turning into side roads.
"Feedback received from the community will help develop the potential safety options."
Mr Johansson said NZTA took the safe system approach as they worked towards the goal of reducing deaths and serious injuries on New Zealand roads.
"The safe system approach looks across the entire road system to improve safety by creating safer roads and roadsides, safer speeds, safer vehicles and safer road use," he said.
It also recognised that people made mistakes and were vulnerable in a crash, and aimed to reduce the price paid for a mistake so crashes did not result in death or serious injuries.
"The main causes of the crashes between 2009 and 2013 were crossing the centre line, turning across traffic and running off the road," he said.
"This project aims to save lives and lessen injuries by creating a more forgiving road environment so crashes don't result in death or serious injuries."
A shortlist of the safety options will be presented to the community early next year.