Town Centre Champion: James Elliott – Keeping Our River Fresh and Our Town Centre Proud
If you’ve ever walked through Grimsby town centre and enjoyed sitting by the River Freshney without being surrounded by rubbish, you may have one man to thank: James Elliott, The Canoe River Cleaner.
Armed with nothing more than his canoe, a paddle, and an unwavering determination to make a difference, James has become a familiar figure along the Freshney.
His work may look simple — pulling out bags of rubbish, discarded trolleys, bikes, and plastic bottles — but the impact is transformative.
By stopping waste upstream before it flows into the town centre, James ensures that the part of the river we all see and enjoy remains clean, calm, and a place people actually want to spend time by.
Why We’re Celebrating James as Our Town Centre Champion
Each month, the 2025 Group shines a spotlight on someone who is helping to make our town centre a better place.
This September, it feels only right to recognise James.
Why? Because his efforts go beyond tidying up — they change how people feel about our town.
He improves the visitor experience. When families, workers, or shoppers stop by the river in town, they can sit with pride rather than frustration.
The absence of rubbish makes the town centre more welcoming, more beautiful, and more positive.
He prevents problems before they start. By tackling litter further afield, James makes the council’s job in the town centre a little easier.
Their team is still responsible for keeping the river area in town clean and safe, but thanks to James’s upstream work, much less rubbish flows down for them to deal with.
He embodies community spirit. James gives his time freely. He’s not paid, he’s not contracted — he simply cares. That kind of passion deserves recognition.
More Than One Man in a Canoe
Although James is often seen solo in his canoe, he is far from alone. Over time, his example has inspired others to join in. The Freshney Comrades — a group of local volunteers — now support his mission, cleaning the riverbanks while James tackles the water itself.
Together, they’ve removed mountains of waste and shown what can be achieved when people work side by side for a cleaner environment.
James has also captured the imagination of young people. Through his walking tours of the River Freshney, he introduces schools, families, and youth groups to the river’s history, wildlife, and importance.
These tours don’t just raise awareness of litter — they build a sense of pride and belonging, helping the next generation feel connected to their town in a new way.
And then there are the canoe trips. For many, joining James on the water has been a life-changing experience.
I had the privilege myself two years ago — paddling alongside James, hearing his stories, and seeing the river from a completely new perspective. It wasn’t just fun; it was grounding, peaceful, and restorative.
A Positive Force for Mental Health
James’s work is about more than litter. By getting people outdoors, onto the river, and into nature, he has quietly become a champion for mental health too.
Many who’ve joined him on the water talk about how calming it feels — the rhythm of paddling, the stillness of the river, the simple joy of being outdoors.
For those struggling with stress, anxiety, or low mood, James’s canoe trips have offered a lifeline: a chance to breathe, reconnect, and find perspective.
Nature has a way of healing, and James has made that accessible for so many in our community.
Beyond the Canoe – A Voice for Nature in Our Future
James’s impact doesn’t stop at the water’s edge. He’s also an active member of the Plan for Neighbourhoods working group on Connected to Nature and the Unique Geography.
This group is shaping how Grimsby will use its £20 million neighbourhood investment over the next decade. James ensures the river, our green spaces, and our natural assets are not overlooked in regeneration plans.
Last year, James also took part in the 2025 Group promotional video, bringing his story to a wider audience and reminding us all that regeneration is about more than buildings — it’s about people, nature, and pride.
A Cleaner River, A Thriving Town
We often think of regeneration as new buildings, shops, or facilities. But it’s also about the environment we live in every day. When the river looks cared for, people feel more positive about spending time in the town centre. When families can sit by the Freshney without seeing rubbish floating past, it builds pride.
That’s why the council’s efforts in keeping the town centre river area maintained, combined with James’s commitment to cleaning upstream, make such a powerful difference. Together, they ensure the Freshney reflects the pride we want for Grimsby.
A Message of Thanks
James’s story shows what can happen when one person decides to take responsibility for their community. He didn’t wait for someone else to fix it — he picked up a paddle and did it himself. That spirit is exactly what our town centre needs as we move through regeneration and change.
So this month, we say a huge thank you to James Elliott — not just for the cleaner river we enjoy today, but for inspiring volunteers, educating young people, supporting mental health, and reminding us all of the power of community action.
And we also thank the council teams who continue their vital role in keeping the town centre riverfront clean and safe.
Together, their combined efforts mean Grimsby can be a place where nature, people and pride flow side by side.