A section of the Napier-Taupo road is closed while emergency services continue to battle the blaze.
FENZ received multiple reports a bush fire had broken out near State Highway 5 between Napier and Taupo at 12pm.
The fire is currently covering four hectares of standing pine.
Four helicopters, ten appliances and 50 firefighters are at the scene.
The cause of the fire has not yet been determined.
The inferno follows a scrub fire at Whakatāne Heads two days ago.
More to come.