An armed robbery took place last Tuesday at Whitchurch's High Noon service station.
West Mercia Police is appealing for witnesses to come forward following the attack at about 10pm on 7th October.
Two men wearing balaclavas threatened staff with what is thought to have been a shotgun, before escaping in a get-away car. It is not yet known how much money was taken.
No-one was was injured during the robbery, which occurred as staff were preparing to close for the night. One male and one female member of staff were on site.
Managing director Gordon Miller said: "We've had no trouble like this before, but it's the staff I feel for because they were on the sharp end of it.
"They are ones who have to come back to work after going through this. They are loyal and committed members of the team and I don't want people to feel scared in work."
The station is fully alarmed and police were called immediately.
Mr Miller is hoping the site will be back to trading as normal by later this afternoon.
A spokesperson for West Mercia Police said: "We would like to hear from anyone who may have been in the area at the time or who may have seen any suspicious activity.
"We would also like to hear from anyone who may have seen any suspicious activity in the service station in the past few weeks, or who has any information that could help us trace the offenders.
"Please be reassured that this is a rare event in Herefordshire and we need the support of the public to trace and arrest those responsible."
Anyone who has information for West Mercia Police should contact Detective Inspector Richard Rees by calling the non-emergency number 101, quoting incident number 0696 of 7th October 2014, or pass details on anonymously to the independent charity Crimestoppers on 0800 555 111.