TV Star Jake Humphrey Criticizes Plans for Large AI Data Center Near Norfolk Nature Reserve

TV presenter Jake Humphrey has voiced strong opposition to proposals for a substantial AI data center to be built near a protected nature reserve in Keswick, Norfolk. The facility, proposed by Norwich Apex Ltd, is planned for a 32-acre site close to the Marston Marshes nature reserve, an area known for its diverse wildlife, including the endangered Desmoulin's whorl snail.

Humphrey, who lives near the proposed site, described the plans as 'absurd' and warned that local communities could bear the negative consequences of such a development. The data center is projected to be a two-storey, 150MW facility, requiring power equivalent to 50,000 kettles and featuring 72 rooftop cooling units.

The planning application was submitted to South Norfolk Council on October 2. Residents have raised concerns about potential continuous operational noise, the loss of rural character, and light pollution. The site itself was previously known for its summer poppy fields and has existing permission for an industrial park.

Humphrey stated that while he understands the need for technological advancement and data centers in Britain, he believes this specific location is unsuitable. He emphasized the importance of placing such infrastructure in appropriate areas and ensuring adequate protections are in place before any permission is granted. 'It has got to be in the right place; it has got to be the right scale and the protections should be agreed before permission is given,' he said in a video posted on Instagram.

He further elaborated that the proposed data center would fundamentally alter the character of the area, which he described as one of the last places where Norwich meets the countryside gently, characterized by open fields, big skies, and natural landscapes. He argued that a large, power-intensive industrial facility is incompatible with the sensitive, historic, and rural nature of the Marston Marshes.

Approximately 29 objections have been lodged against the application. One objector noted the contrast between the current natural state of the site, which was once covered in poppies, and the proposed industrial use. Another concerned party questioned the plan's climate implications and suggested such facilities should be built in areas with minimal environmental impact.

Local political representatives have also voiced their opposition. Ben Goldsborough, the Labour MP for South Norfolk, and Daniel Elmer, the Conservative leader of South Norfolk Council, have indicated their intention to oppose the plans.

A spokesperson for Norwich Apex Ltd stated that the data center design includes noise mitigation strategies, such as acoustic enclosures for chillers, use of 'free cooling' during off-peak hours, and natural screening. They added that an acoustic assessment predicts the facility will not exceed existing background sound levels at key receptors once these measures are implemented.

The public consultation period for the application remains open until October 28. The application is being processed by the district council, bypassing the designation process for nationally significant infrastructure projects, which would typically involve government-level approval.