A street sweeper who apparently was trying to clear something from the machine became accidentally entangled in it and was killed on Saturday, CBS affiliate WJAX-TV in Jacksonville, Florida, reports.

WJAX said it happened in the parking lost of a fast food restaurant where witnesses reported hearing a man's cry for help but couldn't reach him in time before the accident turned fatal.

Police said the victim was in his late 40s or early 50s and hasn't been identified.

Jay Maust WJAX-TV

WJAX spoke with a father from the area who has an 18-year-old son who works for him. He described the incident as horrific.

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"I own a roofing company and to see these kinds of things happen ... it's horrific ... it's awful," Jay Maust said. "The thing is to make sure he [Maust's son] understands how easy it is even for him to get hurt ... even just sweeping a parking lot you now see how dangerous it is."

An investigation has been launched by the Occupational Safety and Health Administration.