The Massachusetts Division of Marine Fisheries (MassDMF) has rolled out a first‑of‑its‑kind “Flat is Back” campaign aimed at getting more diners to choose flounder, a plentiful but under‑appreciated flatfish. Director Dan McKiernan says the effort is designed to connect the catch already landing on New England docks with the plates of local families, creating a more economically and environmentally sustainable fisheries model.
Why flounder?
In 2023, more than three‑quarters of all seafood Americans ate came from just ten species, with shrimp, salmon and canned tuna dominating the market. McKiernan notes that U.S. diners tend to eat fewer fish species than their European and Asian counterparts, which drives demand for a narrow set of fish and leaves abundant species like flounder under‑utilized.
Flounder is abundant, inexpensive and versatile. It grows quickly, lives on the ocean floor and can be prepared in a variety of ways—from baked stuffed sole to crudo or whole‑grilled fillets. A 100‑calorie serving provides about 20 grams of protein with very little saturated fat, making it a nutritious alternative to higher‑fat options.
Chef Council creates recipes
MassDMF assembled a Massachusetts Flounder Chef Council of ten chefs from Boston and the coastal region. Servedwell Hospitality chef Josh Riazi, who runs The Black Whale, Candela Cucina and The National Club, is the council’s sole South‑Coast representative. The council’s task is to develop recipes that showcase flounder’s mild, tender flesh while highlighting local ingredients.
Riazi’s signature dish is a baked stuffed sole, where thin flounder fillets wrap a crab filling and are baked in a seafood‑cream sauce. He also serves the fish raw as crudo and grilled whole, noting that the flat body makes deboning easier. Though the dish sells well at The Black Whale, Riazi admits flounder still rarely appears on menus the way salmon or cod do.
Social media buzz and school outreach
To spread the word, MassDMF hired public‑relations firm 44 Communications. Within a week of the campaign’s launch, the agency’s social‑media posts about flounder garnered 14,000 views—a nearly 700 % jump over average engagement.
At a recent Marine Fisheries Advisory Commission meeting, marketing coordinator Wendy Wills suggested adding flounder to Massachusetts public‑school menus, noting that school cafeterias have successfully introduced less‑known species in fish‑stick form. “The kids go nuts for it,” Wills said, pointing to the potential for early‑taste education.
Challenges and future plans
Seasonality remains a hurdle; flounder is most abundant in the warmer months and less available in winter. Riazi compares this to other local produce, such as strawberries, which are only on menus when in season. Nonetheless, he believes that labeling a dish as “local” helps sales, and flounder fits that bill.
MassDMF hopes the campaign can be replicated for other under‑appreciated species. The New Bedford Port Authority recently received a $250,000 state grant to promote local scallops and is exploring marketing for pollock, another plentiful whitefish.
What it means for local fishermen
By encouraging consumers to buy flounder, the program aims to stabilize fish prices and give fishermen a broader market for their catch. This supports smaller, family‑run fishing operations and aligns with a broader “fish‑to‑table” movement that seeks to make seafood more affordable while preserving marine resources.
As the campaign gains traction, McKiernan remains optimistic that both home cooks and restaurant patrons will discover the value of this “two‑dimensional treat.” “When people enjoy a good meal at a restaurant and have the skills to recreate it at home, that’s the outcome we’re aiming for,” he said.
Original reporting: Alexandria, VA News – WTOP News — read the source article.
