PLANS to rebuild Portland's fire-ravaged IGA supermarket are already under way .
About half of Daly's IGA on Percy Street was destroyed in the Sunday morning fire, with conservative estimates putting the damage bill at $4 million.
As well as the significant financial loss, the effect on the community will extend to staff and shoppers who relied on the supermarket just one of three in the city.
Co-owner Michael Daly said the rebuilding process was being outlined but he could not predict when the supermarket would be back in business.
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"It is devastating but we're working hard right now as we speak on rebuilding, restocking, refixturing," Mr Daly said.
"It's not going to be straight away; it's going to take time because it's complex.
"We want to be up and running as soon as possible but there are obvious hurdles with the clean-up, stock removal and getting things checked by engineers, so we have to go through the process.
"Everyone is being as helpful as possible and everyone is doing everything to get it up and running for our community, our customers and staff."
He said the staff of about 100 full-time, permanent and casual workers were just some of the people impacted by the fire.
"Our suppliers rely on us to sell their products too, so it's a whole domino effect.
"We want competition back in the town as well and we want the service and community service we provide that other retailers don't.
"We've got a good position, a good car park, a good site, and a great store, so we want that back and so do our staff."
Mr Daly said there was no truth to local rumours of the Coles franchise taking over the store .
"It was never up for sale and that's a simple fact. There never has been discussions with Coles; there never was and never will be. "
j.pech@standard.fairfax.com.au