Bosses at a popular outdoor activity centre, enjoyed by hundreds of Norfolk schoolchildren each year, have joined opposition to plans for a new £1.65m recycling centre.
Hilltop Adventure Centre, based at Beeston Regis, has lodged concerns about Norfolk County Council's plans to move and replace the nearby Sheringham Recycling Centre.
The family-run business, set up in 1989, employs 50 people, but is worried about the impact the council's proposed new recycling centre next door to its 30-acre site will have.
The mooted new recycling centre would replace the current tip, which is opposite the proposed site, on Holt Road in East Beckham.
But County Hall's plans had already triggered opposition, with the site on farmland within the designated protected landscape of the Norfolk Coast Area of Outstanding Natural Beauty (AONB).
Countryside charity CPRE Norfolk has objected, while the Norfolk Coast Partnership and North Norfolk District Council have raised "serious concerns".
And Oliver Read, director of Hilltop Adventure Centre, said: "We understand the need for a larger recycling centre, however we strongly believe the proposed site is completely inappropriate due to the detrimental effect this very visible site will have on the AONB. Once concreted over, it will be lost forever.
"If successful, in time this type of development will have a detrimental effect on all local businesses as we slowly lose what makes North Norfolk special."
Hilltop has also raised concerns about increased traffic, given the council is planning to shut Mayton Wood Recycling Centre near Coltishall.
Beeston Regis Parish Council has also raised concerns about traffic.
Documents lodged in support of the county council's application state the design will "respect the character and appearance of the area", while landscape mitigation measures, including new hedges and trees, would limit potential views of the new tip.
A Norfolk County Council spokeswoman said: "The application is being processed by the planning team, who will be considering any representations made before making a recommendation to the planning committee."
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