Flounder's Comeback: Massachusetts Launches "Flat is Back"

The Massachusetts Division of Marine Fisheries has launched the "Flat is Back" campaign to elevate the profile of flounder, an abundant and affordable flatfish. This initiative seeks to connect fishermen's catches with consumers' plates, fostering a more economically and environmentally sustainable fisheries model. Ten chefs across Massachusetts, concentrated in Boston and coastal areas, have formed a specialized Flounder Chef Council to develop creative recipes that showcase flounder's unique culinary attributes.

While U.S. seafood consumption heavily favors just 10 species, including salmon and tuna, flounder remains underappreciated despite its availability. The campaign aims to educate consumers and chefs alike about flounder's mild, tender flavor, which can be easily overcooked due to its delicate nature. Chefs are exploring various preparations, from baked stuffed sole to crudo, to demonstrate its versatility and value beyond high-priced dishes like sole meunière.

The campaign is leveraging social media, with initial posts seeing a significant increase in engagement. There is also consideration for introducing flounder into Massachusetts public school menus to introduce the species to younger generations. Flounder offers a high protein, low-calorie nutritional profile, potentially appealing to current dietary trends. This effort extends beyond flounder, with potential future campaigns for other underutilized species like pollock.

Efforts are underway to bridge the gap between local fishermen and consumers, with initiatives aiming for greater seafood sustainability and accessibility. The success of such campaigns could lead to a more resilient and diverse seafood market, supporting local economies and offering consumers more choices. By encouraging consumers to ask for local and sustainably caught options, the campaign advocates for a shift towards valuing lesser-known fish varieties.