The entire township of Edgecumbe in the Bay of Plenty is being evacuated due to rising water on the Rangitaiki River.

Whakatane District Council spokesperson Ross Boreham says around 600 homes were being evacuated. Around 2000 people are being told to leave.

Police and fire officers are now going house to house telling people to leave immediately.

Residents could head to nearby Whakatane where two welfare centres were being set up at the Salvation Army Hall and War Memorial.

Whakatane Mayor Tony Bonne is asking people to self-evacuate if they haven't already.

He says the area is dealing with a "very serious situation". Here more from the mayor in the video below.

"There are issues with the breaches of the stopbanks on the Rangitaiki that are likely to create a significant flood event.

"There's more water than you can believe."

The river runs along the east side of the town.

Flooding in the Eastern Bay yesterday afternoon. Photo: BOP Civil Defence Twitter.

The Whakatane River was also running extremely high and more evacuations were likely. Homes in the rural area of Poroporo west of the Whakatane River were also being evacuated.

Carole Quale says the Edgecumbe River has breached its bank at the concrete wall on College Road.

"Evacuations in full progress of College Road and Rata Ave."

The Whakatane District Council is wanting to tell all residents to avoid stopping on the Whakatane Bridge - its causing delays. Thanks team!

— BOP Civil Defence (@BOPCivilDefence) April 5, 2017

The current heavy rain is impacting heavily on farmers and growers around the Bay of Plenty.

Land is flooded and growers aren't able to harvest their fruit, says a statement from BOP Rural Support.

The Bay of Plenty Rural Support Trust is there to help people living in the rural community who are struggling with any issue associated with this recent, or any other, event that is impacting on them.

"If you are concerned about someone's stress levels or mental state – your partner, family, neighbour, friend, worker, or yourself - call the Bay of Plenty Rural Support Trust on 0800 RURAL HELP (0800 787 254) for a free, private and confidential chat. We have coordinators who are trained to help.

"They can come and see you at a location of your choice, and, if needed, point you in the right direction for more assistance."

Sandy Scarrow, Chair of the Bay of Plenty Rural Support Trust says she knows that dairy farmers have struggled with low dairy payouts, meat and fibre farmers have not had it easy and, while for most the in kiwifruit industry cashflows are strong, for some things are tough - particularly those who were affected by Psa and are on low lying country affected by the current rain event.

'Call us – our role is to be there in times like this to assist.”