A Northland man has died after his ute rolled down a steep bank on a farm at Whangarei Heads yesterday.

The 70-year-old was in critical condition when St John staff arrived via rescue helicopter, but he died at the scene.

Sergeant Mark Andrews said the death happened on "hilly farmland" off Waitotara Lane, Tamaterau about 8.30am.

"It appears that he's been up a grass track and the ute has lost traction and rolled down a bank. We're really early in the investigation," he said.

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Police and Worksafe NZ were investigating the death. A spokeswoman for Worksafe said she was unable to comment at this stage.