Broadcaster Jake Humphrey is leading a protest against proposed plans for one of the United Kingdom's largest data centers, slated for development on a 32-acre site near the Norfolk village of Keswick. Humphrey, known for presenting BBC Sport's Formula One coverage, voiced strong opposition to the Norwich Apex Data Centre project, fearing it will irrevocably damage the area's rural character and natural environment.
More than 7,000 people have signed a petition against the development, which is planned for a site adjacent to the Marston Marsh nature reserve. Residents are concerned about potential noise pollution, increased traffic, and disruption to local wildlife. Humphrey emphasized that his objection is not to technology itself, but to the proposed location, which he described as an inappropriate site for a large, power-intensive industrial facility.
"This landscape is precious because it is one of the last places where Norwich still arrives gently. Open fields, big Norfolk skies, old lanes, church towers, marshland, wildlife and history," Humphrey stated in comments to the Daily Mail. "It is rural, it is quiet, and it has an unspoilt character that has been shaped over time. That is why a data centre feels so TOTALLY out of place here."
He argued that such a facility does not belong beside marshes, river valleys, historic churches, and rural homes, and that its construction would fundamentally alter the atmosphere of the area. Humphrey also raised concerns about the precedent such a project could set, potentially signaling to developers that local landscapes and residents can be overridden in favor of projects labeled as economic growth or critical infrastructure.
Villagers like Karen Gaul, a retired Slimming World manager, expressed dismay, having moved to the area for its countryside. "We have already got the monstrosity sub-station nearby. Having the battery storage site and the data centre on our doorsteps will just be too much," she said. Another resident, David, voiced concerns about constant noise, potential water pressure drops due to cooling systems, and a general lack of benefit for ordinary people.
Norwich Apex Data Centre has stated that the facility will support essential digital services and create well-paid local jobs, positioning Norwich as an emerging technology hub. The company also claims the center will include landscape and ecological enhancements, with new planting to mitigate noise and visual impact. They also assert that a circulating cooling system will minimize water consumption.
However, residents remain skeptical. Parish councillor Monica Warmerdam noted that the timing of Apex's initial contact with the parish council, just before the summer holidays, seemed suspicious. She also questioned the company's assurances regarding noise and water usage, stating, "It is hard to know who to believe at the moment and where to get information from."
Preparatory groundwork has already begun on the 32-acre site, which was previously designated for a business park. Residents also expressed concern about increased traffic on narrow local roads, exacerbated by the nearby construction of a large substation for the Hornsea 3 offshore wind farm and plans for a Tesla battery farm. Some, like Tesco worker Elizabeth Fox, are more pragmatic, welcoming the use of the land and improved drainage, as their homes experienced flooding last year due to water runoff from the undeveloped site.