Campaigners say they are “horrified” that plans to build a Waitrose store in Malmesbury have been recommended for approval by Wiltshire Council planning officials.

A report by Brian Taylor, case officer for the application to build a 18,000 square metre supermarket and car park on land to the rear of Avon Mills, has been published online.

In his report, he recommends that the proposal be granted planning permission but for an application to build a Sainsbury’s store on land at a garden centre to be refused.

He said: “My opinion would be that land at the garden centre is not sequentially preferable for retail development, it would be likely to lead to a negative impact on the town centre and it is therefore contrary to policy.”

He said land at Avon Meads could function as an edge-of-centre store and bring significant benefits, potentially encouraging people to shop at other stores in the town rather than go elsewhere.

The planning meeting will take place on Wednesday in Chippenham’s council offices in Monkton Hill.

Campaigner Jonathan Davies said: “I am horrified to hear that Brian Taylor has recommended building a supermarket on a greenfield (site) in a conservation area and rejected the advice of his expert colleagues and English Heritage.

“We have analysed the Neighbourhood Plan consultation comments ourselves and it is clear that the town is divided on the issue.

“We believe the economic arguments in favour of the supermarket are deeply flawed, and Taylor’s report completely ignores recent trends in online shopping that make this development unnecessary.”

James Gray MP has also warned that the store would damage the sustainability of the High Street. He said: “Waitrose would be designed primarily for passing traffic.”

Members of the public who wish to speak on any item on the northern area planning committee agenda are asked by the council to register in person no later than 5.50pm on the day of the meeting.