UPDATE: POLICE believe they have found human remains in the rubble of the Whitfield General Store after it was destroyed by fire.
A woman, who is believed to have recently taken over the business, is still unaccounted for.
Weekly Times Now understands a couple took procession of the building about two weeks ago.
It is also believed no-one was living in the house attached to the store.
A State Control Centre spokeswoman told Weekly Times Now when CFA crews arrived at the store about 3.50am they found the building was fully on fire.
She said crews from 10 tankers were able to contain the fire to the single level store and protect surrounding buildings on Wangaratta-Whitfield Rd.
A Victoria Police spokeswoman said detectives were at the scene this morning.
The Arson Squad is travelling from Melbourne to the scene.
Police are yet to establish the cause of the fire or whether it is suspicious.