Emergency services received reports of a two-vehicle crash around 10am, between Hawera Street and Nelson Street.
Hato Hone St John say one person was treated at the scene and transported to Whakatāne Hospital.
The lane heading towards Whakatāne town centre was blocked, and traffic heading towards State Highway 30 was slow-moving.
Police say towing has been arranged for both cars.
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The first ever Matatā Bike week is here; a week of celebrating all things bikes, with live music, kai, and community involvement for a great cause!
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