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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Keep up to date with what's going on around the Bay on the Hot Fun Sunday Show,
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