In 1965, J Frank Efird Company began building residential homes in New Bern NC. After looking for a large tract of land to develop into a total living planned community, J Frank Efird Sr found the 1,200 acre Odd Fellows Farm south of New Bern on the Trent River. The property was purchased from the W.S. Clark Company in 1967 and Efird Company was established to develop a 50+ year Planned Unit Development (PUD), River Bend Plantation. Construction began in 1969 including: Efird Company Real Estate Offices; River Bend Golf & Country Club with an 18 hole golf course and Olympic size pool; River Bend Riding Academy with 72 stall barn used by the Budweiser Clydesdales, tackle shop and riding ring for horse shows; Harbor Town Marina with 72 slip dock, ship store and restaurant; Trent Academy K-12 school with gymnasium; Harbor Town Racquet Club with soft tennis courts; residential homes; a commercial neighborhood shopping center; and a Water & Sewer System.
In 1980, the Town of River Bend was incorporated and today has a Town Hall with Police & Fire Departments, city parks, church, Dollar General, Shell Station, restaurants and many other businesses.