Renew Our Rivers Founder Gene Phifer Reflects On Program’s Impact

By Erin Harney

Alabama Power retiree Gene Phifer spent some of the best days of his childhood on the Coosa River.

A native of Gadsden, Phifer filled many hours fishing, swimming and soaking up the sun near or on the water. These memories would go on to shape his career and help clean waterways across the Southeast.

Phifer’s childhood, love of his hometown and appreciation of the state’s natural resources inspired him to start a local river cleanup in 1999 near his job at Gadsden Steam Plant. That cleanup grew into Renew Our Rivers, one of the nation’s largest cleanups of its kind.

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