A reporter at the scene said traffic was backing up to the Paengaroa roundabout and motorists were being asked to turn around.
Fire, ambulance and police services are all at the scene.
One of the first on the scene said he saw a cloud of smoke and initially thought it was someone doing burnouts.
Police are responding to a crash on Te Puke highway. Photo / Leah TebbuttHe said it was not until he came closer he realised it was a crash.
Two cars appeared to be involved in the crash crash, one was flipped on its side.
A kiwi fruit truck blocked the road until police arrived on the scene.
He said the sun-strike made it difficult to see what was happening at the time.
The road was closed while the Serious Crash Unit was investigating but had since re-opened.