Often abbreviated as BOP, this place was discovered by Captain James Cook, after he noticed abundant food supply when compared to the observations he had made in Poverty Bay.
The region has the third-highest regional population density in New Zealand, with only the 11th-largest land area. The major population centres in the region are Tauranga, Rotorua and Whakatane. The Bay of Plenty is also one of the fastest growing regions in New Zealand. Also, significant horticultural, forestry and tourism industries are well established in the region.