Firefighters are battling a 300 square metre scrub fire alongside the Te Puke Highway near Welcome Bay Rd.
Fire shift manager Scott Osmond said two or three fire appliances were at the scene.
He said toe toe grass was on fire.
There are cordons at the roundabout of Paxton Rd and Tara Rd and the Te Puke Highway is believed to be closed.
This follows reports of a car hitting a power pole in Papamoa.