UPDATED 2.05PM: Shots have been heard in the Eastern Bay of Plenty as police swarm Julians Berry Farm.

News Whakatane reports on their Facebook page that shots were heard in the area just before 1.30PM.

A caller to the 0800 SUNLIVE news hotline says a man allegedly held up the berry farm on Huna Road, near SH30, with a firearm.

People are being asked to avoid the scene.

EARLIER:

Reports are coming of a 'serious incident' in the Eastern Bay of Plenty.

Police are rushing to the scene on State Highway 30, near Huna Road.

It's unclear what has happened but a police spokesperson says they have received multiple calls from people about the incident.

SunLive is working on getting you more information and will update this story as soon as we have some.

At the scene?

Call 0800 SUNLIVE or email photos to newsroom@thesun.co.nz