The creation of a new 10,000-home town in the Norfolk countryside would threaten the county's identity, critics have warned, as pressure grows on the government to support the scheme.
Norfolk has been put forward as one of 100 places where a new town could be built, as part of what ministers say will be the "largest housebuilding programme since the post-war era".
The precise location being considered is not yet known, but it would be in south Norfolk and close to good transport links like A-roads.
Possible sites could be at Silfield, Hethel, both near Wymondham, and Honingham Thorpe, between Norwich and Mattishall, which have all previously been considered for large-scale developments.
South Norfolk MP Ben Goldsborough is supporting the scheme - which would create a town larger than Dereham - and recently raised the issue in Parliament, where he urged ministers to meet him to discuss the project.
However, opposition is also growing and the Campaign for Rural England's Norfolk branch has issued a stark warning about what it sees as the consequence for the county if it goes ahead.
The new town proposal comes at a time when Norfolk is already undergoing significant housing development, as well as a number of energy projects in rural locations, like solar farms, to help meet ambitious net zero projects.
David Hook, Norfolk CPRE trustee, said the 10,000-home town would be in addition to the 45,000 houses already earmarked for Greater Norwich between now and 2038 through the local plan.
The promotion of those sites during the plan-making process has increased the prospect that they could now be considered as locations for a new town.
Mr Hook said: "We're facing a battle for Norfolk's identity. We are at a turning point, given the solar farm applications which we are fighting as well.
"We are at the point where the landscape will be unrecognisable in 10 year's time if we do not win this battle.
"A new town of 10,000 new homes would mean 23,000 more people. We run the risk of losing what we love about this place.
"We are in favour of the right housing in the right place, but this new town is not what we need."
Mr Hook said that instead of the new town, ministers should focus their efforts on encouraging developers who already have permission to build homes on 'landbanked' land to get on with them.
Its leader Daniel Elmer has said it will reduce house prices and stop other towns and villages from being overdeveloped and spreading into surrounding countryside.
Speaking in Parliament, Mr Goldsborough also spoke in support. He said: "We are very good at growing things in South Norfolk, including food, businesses and thriving communities.
"However, if we want our young people to share in that success, we need to plant a new town in my constituency.
"Will the minister meet me to discuss how we will achieve that?"
Housing minister Matthew Pennycook, said: "I do not blame my honourable friend for trying, but for good reason we established an independent expert advisory panel - the new towns taskforce - to make recommendations to ministers on the location and delivery of new towns.
"The taskforce will submit its final report to ministers in the coming months."
WHAT HAPPENS NEXT?
South Norfolk Council has suggested the district as a location for a new town but has not proposed a specific location at this point.
Speculation surrounds Silfield, Hethel and Honingham Thorpe simply because they have previously been mooted for major housing schemes and experts believe landowners and developers may still be interested in the prospect.
The government will decide in the summer whether south Norfolk is one of the locations across the country that will get a new town.
At that point, a specific location is likely to emerge.
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