One of the country's most influential retailers has been named as the man who was killed in a crash with a truck in Tauranga.

Rod McDermott was chief executive of Farmers for 25 years until he stood down in October 2016, reports Fairfax Media.

He was killed when his vehicle and a truck collided on Welcome Bay Road around 2.30pm on Wednesday.

Farmers staff were told of the death on Thursday. Rod McDermott was aged 61.

David Norman, co-owner of James Pascoe group which owns the nationwide retail chain, called Mr McDermott a "talented retailer".

"His understanding of merchandise and just as importantly, supplier relationships was exceptional," says David.

'Rod was a very talented retailer, his understanding of merchandise and just as importantly, supplier relationships was exceptional.

"His love of the Farmers department stores business was immense and his input in the look and the feel of the business over the past decade is evident when you walk in the store."

Police say McDermott's car travelling east from Welcome Bay crossed the centreline and collided with a truck going in the other direction.

The Serious Crash Unit is investigating the circumstances surrounding the crash.

-Additional reporting from Stuff