He was fishing in an aluminium 3m long homemade boat, with a centre console and an outboard motor. He was expected back around noon.
The Trustpower TECT Rescue Helicopter was dispatched at 7am today and helped police and Coastguard in the search.
The man's brother spoke to three people at the Sulphur Point boat ramp at about 4.30pm yesterday afternoon and they remember seeing a boat fitting the description, anchored to a buoy out at sea.