Developing a 'friendly face' for Thames Water was the major challenge for Fordham as project manager of the ú165M East London sludge incineration plant. As project manager of the scheme he had to deliver a cost effective and environmentally acceptable long term strategy for sludge in east London, which accounts for over 10% of all the UK's sludge production. As well as managing the complex engineering on the project, Fordham had to win the confidence of the local community. Through a series of roadshows and debates, Fordham won support for the project and established a local community group which is still in place today. Project ownership among the workforce was fostered by employing people who lived locally.