The Scottish Gamekeepers Association is appealing for assistance from its members and the public to help member Alastair Newlands find his beloved yellow labrador, Rinnes.
The 5 year old occasional gun-dog, named after the Speyside hill Ben Rinnes, has been missing since Monday lunch-time.
A big but lean dog, Rinnes absconded from the family home near Tarves, Oldmeldrum, and one reported sighting has since placed him near Turriff in Aberdeenshire, 15 miles away.
Energetic Rinnes covered that distance in only 12 hours so worried owner Alastair believes it is likely he could have ranged much further since then.
He is appealing for everyone in the north east to keep a look-out for the labrador and to report back if they see him on the move.
"As an occasional gun-dog, Rinnes is used to picking-up on shoots so it would not be too unusual for him to be raking around where gamekeepers are working.
"Hopefully we can track him down and get him back safely. Because he is a lean dog, a lot of people think he is young but he is actually five years old.
"Given the distance he managed to do in only 12 hours, I wouldn't rule out him having traveled a fair distance by now."