More than 150 residents met this week as opposition mounts to the company's proposal for a 45-turbine wind farm near a protected hill range.

Chief executive Tim Lusk, who lives in Martinborough with wife Lesley, joined residents as the concerns were aired this week.

Meridian had earlier said no one from the company would attend, though it is understood he went as a private resident.

Mr Lusk, who is on business in Japan and could not be contacted yesterday, told the meeting the Martinborough wind farm was "not an essential project".

Meridian is considering putting the 125-metre-tall turbines near a ridge known as Nga Waka a Kupe, or Kupe's canoes. The range is listed as a heritage site under the local council's district plan.

Residents opposed to the plan said that, although it was heartening to hear Mr Lusk's views that the project was not "vital", there could be no letup in the fight.

Martinborough businessman David Kershaw said people were not against wind farms but the site earmarked by Meridian was wrong.

"The turbines will dominate our town. We doubt Meridian would want to be associated with a project that would be the equivalent of sticking a McDonald's on Mt Rushmore."

Palliser Estate managing director Richard Riddiford said the growth of the wine industry had made the town a popular tourist destination because of the area's peaceful, rural character.

"The wind farm proposal goes against every value and principle we have worked towards. It is visibly grotesque and culturally offensive."

Meanwhile, Meridian says it is continuing its investigations into the wind farm concept. Residents are to be surveyed and the company is researching whether the project would be economically viable, before making any decision on whether to seek resource consent.