A Bay of Plenty supermarket wants to send a clear message to the public following theft of alcohol from its store.

Security staff at PaK'n'Save Whakatane would like the public's help to identify the man pictured above, who they says stole a box of beer from Pak N Save Whakatane on the June 16.

'The store is determined to put a stop to wilful shoplifting and would like to send a clear message to those that want to take their chances, that you will be identified and referred to Police as well as trespassed from their store,” says Senior Sergeant Yvonne Parker.

'If anyone can identify this person please call Whakatane Police on 07 3085255.”

Alternatively, information can be left anonymously via the Crimestoppers 0800 555 111 line.