Gisborne air controllers reported a small aircraft - believed to be a P-750 - crashing in the rural area of Hangaroa at about 9am on Monday, a police spokeswoman said.
Rescue Coorindation Centre said it received an emergency location beacon transmitter alert from an agricultural plane which crashed with one person on board.
A helicopter had been dispatched, a spokesman said.
Police said the plane was reported to be a fixed wing aircraft.
The Civil Aviation Authority was not aware of the reported crash but was seeking more information, it said.
A St John Ambulance spokesman said St John had been alerted to a possible plane crash on Ruakaka Rd.
He understood emergency services were still looking for the plane.
A rescue chopper has been dispatched and the Fire Service is also en route.
A Hawke's Bay Rescue Helicopter is on the way to the crash.
There have been reports that the aircraft is a New Zealand-made P750.
The aircraft is a rugged short take and landing plane with up to 10 seats that can be used to carry freight and for skydiving.
Hamilton-based Pacific Aerospace make the aircraft which it is exporting to China.
The P770 is also used for top dressing, capable of carrying more than two tonnes of fertiliser.
Pacific Aerospace says the plane operates off well short, narrow farm air strips that are often situated on ridgelines.
The entire city of Gisborne is blacked out.
Local residents say the power went out just after 9 am - around the time the plane is reported to have gone down.
A spokesman for Eastland Network has confirmed the outage, and is waiting to hear whether it was a result of the crash.
Civil Defence in Gisborne has posted to its Facebook page saying the power was cut at 9.10am and appears to be an issue with Transpower.
-Â NZ Herald
