HISTORIC Bendigo business Bush's Produce is calling on the community to help find the store's iconic cat, Tiger.
Manager Frank Webb said Tiger had not been seen since Monday.
The short-hair tabby usually spends most of her time in the store, next to the register.
Mr Webb said it was out of character for Tiger to disappear.
"Tiger has never done this before," he said.
"She has lots of followers who come in to visit her.
"One guy comes in and just talks to her for an hour."
Mr Webb said he bought Tiger about 14 years ago.
"She fits in so well here," he said.
"She was so patient.
"One time two school groups came in and all the kids lined up to pat her.
"And she just sat there calmly."
Bush's Produce customer Lynette Kerr said she did not think Tiger had run away.
"I think someone has taken her," she said.
"She was beautiful."
Mr Webb said he hoped the Bendigo community would rally to find Tiger.
"People will be sad if we never see her again," he said.
Bush's Produce have also launched a Twitter campaign to help find the cat with a #helpfindtiger hashtag.
Anyone with information about Tiger should call staff on 5443 5960 or go into the store at 94 Williamson Street in Bendigo.