A local dairy owner has been left wondering what more he can do to protect his shop and staff after it was targeted by armed robbers - again.
Sunset Pricecutter Superette owner Milesh Kumar said he had just left his Sunset Rd store when it was robbed about 6.15pm on Wednesday.
"One of my staff was here and as he was doing his normal stuff, a guy came in and checked the ATM and hung around until everything was clear and he went out and signalled to a guy in the car to come in.
"They came rushing in with a rifle and a hammer. My staff member did the right thing, he complied with the demands and let them take what they wanted; his life is worth more.
"They made him open the till and they emptied it and took all the tobacco, all within two minutes."
He said his staff member called him and the police.
"I think this is the fourth or fifth time this has happened and it doesn't get any easier.
"Last year it happened just two days before Christmas and around Christmas time we get a bit edgy, but there's no reason it couldn't happen any other time.
"We have taken all the prevention measures, but it's an open business and there's only so much you can do.
"Say, for example, three of us are here because we have hired two for extra security, what are you going to do if someone comes in with a gun?
"If we start putting cages up, we might as well not be in business. We can't let these guys dictate how we do business.
"Every time it happens, the next day, I think I'm going to sell and move on, but what do you do? I know my customers, they are lovely and they support me. When you have your own business it's not that easy.
"I've been here 10 years now. Every day the possibility that you won't come home is more and more daunting, I'm more scared for my family and my staff's safety.
"I know the risks are very high, but if I turn around and bail then that means they have won.
"It's really hard, mentally it's devastating, you start to get suspicious of everybody, it mentally creates a lot of havoc. We are hoping that we don't go through any more, especially before Christmas," he said.
Police are looking for three men following the armed robbery.
A police spokeswoman said three men carrying weapons demanded cash and tobacco, before fleeing in a white Subaru station wagon with tinted windows and damage to the rear bumper.
Detective Sergeant Garry Hawkins said if anyone had seen the vehicle or saw any suspicious behaviour around other dairies they should call the police immediately.
Rotorua police area prevention manager Inspector Stuart Nightingale said it didn't matter what time of year it was, it came down to what was happening in the mind of the offender.
"This usually comes down to the offender wanting to get money to satisfy a drug or alcohol addiction and they often act on impulse.
"We would ask these people to consider what they are doing before they commit to this kind of behaviour."