The start of work on building the UK's tallest wind turbine at Swaffham in Norfolk signals the launch by green electricity company Ecotricity of a new green electricity product and a strategy to supply renewable power to one million homes across England and Wales. The company claims its green power will not cost customers more than conventional electricity, because Ecotricity matches local electricity supplier prices across the country. Dale Vince from Ecotricity says the initiative is about giving customers the opportunity to vote with their feet in favour of renewable energy. "It is the dawn of a new era in terms of engaging with people in the fight against climate change for the good of the environment," he says. "We already have public backing for our wind projects such as the one at Swaffham and we're building new projects across the country to provide communities with a safe abundant local power source." The 85 metre high turbine at Swaffham, a 1.8 MW Enercon unit, is the first wind turbine to be built in Britain in response to public demand. It follows the positive local reaction to the company's first turbine at Swaffham, an Enercon 1.5 MW built in 1999. Like the existing 67 metre high machine, the second turbine is equally groundbreaking, says Vince: "Not only in terms of technological advancement, but also because people specifically asked us to build it."