She said the road was down to one lane, and on police arrival one of the vehicles involved in the crash was already off the road.
However, the police spokeswoman and a Fire and Emergency NZ spokesperson said a rescue helicopter had been called to the scene, but it was unclear whether it was still required.
A spokesman from Hato Hone St John Ambulance service said St John was notified of the crash at 1.33pm and one ambulance and one first response unit attended, and one person was taken to Whakatāne Hospital by road in a serious condition.
A police spokesman said the road was still not cleared while the serious crash unit investigated the cause of the crash.