Nottingham Forest boss Billy Davies insists Robert Earnshaw is not for sale at any price.
The Wales international has seen his future thrown into doubt this term after failing to hold down a starting role with the Reds.
Reports of interest from Middlesbrough and Newcastle have circulated of late, although no approach has been made.
Davies hopes that continues to be the case, as the Scot is adamant that he has no plans to part with the former Cardiff and Norwich frontman.
"Robert Earnshaw is not for sale, he is not going anywhere," Davies said in the Nottingham Evening Post.
"He is part of a six-man strike-force that we have put together for a reason.
"He is here to fight for his place and to play a part in this squad of players.
"There has been speculation linking him with other clubs, but let me make it clear, we do not want to sell him, we will not sell him.
"He is very much part of this football club and has an important role."
Earnshaw ended last season as Forest's top scorer, but an influx of attacking talent at the City Ground over the summer has severely limited his opportunities this time around.
"We played Earnie against Watford and against Middlesbrough and I am sure he would be the first to admit that he was not at his best," Davies added.
"It is all about keeping the shirt when you get the opportunity. Earnie had a chance and, on those occasions he hasn't done it.
"What he did in midweek (against Ipswich) was earn his chance to start because he did very well when he came on.
"We have six very good strikers and we will rotate to keep things fresh and depending on the games.
"The days of Earnie being one of the only senior strikers, with Adam Newbold and Emile Sinclair as the competition, are gone. We now have different players who we can rotate and compete. "