This coastal strip incorporates the Bay of Plenty from Waihi in the north to the Motu River in the east. Its inland boundary is the north-eastern foot of the Mamaku Plateau, including the Rangitikei Valley to Murupara and the northern area of the Huiarau Range.

With less than 100 days of rainfall each year this region has significant dry periods, although the rain is at times heavy. The mean average annual rainfall is between 1200mm and 1600mm.

Augmenting the dry periods, at least in growing terms, is regular bright sunshine of over 2400 hours each year. This is rich growing country for market gardens and sub-tropical orchards.

Contemporary, distinctive regional foods include: wild Samba and Rusa deer and boar. There are good pipi, tuatua and cockle grounds. Fish abound including piper, marlin, shark, blue moki, albacore and skipjack tuna. Horticulture produces citrus, kiwifruit, avocado and pitaya. Dairy products include milk, cream, cheeses and white spirits.