Police have confirmed a person has died following the single-vehicle crash on Pukehina Beach Road earlier today.
Three other people have been taken to hospital with moderate injuries.
Earlier, police and emergency services responded to a single-vehicle serious crash in Pukehina.
A police spokesperson said the police were notified about the crash on Pukehina Beach Rd just after 4.45pm.
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"Initial indications are that a person has serious injuries. The road is closed and motorists are asked to avoid the area."
The police spokeswoman also said St John Ambulance staff attended.
Traffic management was notified about 5.30pm to assist with a road cordon and the road was expected to be closed for several hours, she said.
A Fire and Emergency New Zealand shift manager told the Bay of Plenty Times that two fire crews from Pukehina and one from Maketu responded to the crash.
The initial 111 calls indicated that the vehicle involved in this crash had hit a bank but no report of anyone being trapped inside the vehicle, he said.
No further details about the crash are available at this time.