Emergency services recieved reports of a two-vehicle crash on The Strand near Quay Street around 12.40pm.
Hato Hone St John said one rapid response unit, one operations manager and two ambulances responded to the scene.
It said staff treated three patients in moderate condition and transported them to Whakatane Hospital.
FENZ shift manager Colin Underdown said fire crews removed all persons from vehicles and are continuing to assist with traffic managment.
Police said the road doesn't appear to be closed, however motorists should expect delays.
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