Massachusetts launches ‘Flat is Back’ campaign to promote flounder

The Massachusetts Division of Marine Fisheries has launched the ‘Flat is Back’ campaign to promote the consumption of flounder, an abundant but underutilized species of flatfish. The initiative aims to create a more economically and environmentally sustainable fisheries model by diversifying seafood consumption.

Currently, over three-fourths of seafood consumed in the United States comes from only ten species, such as shrimp, salmon, and canned tuna. This concentration of demand can strain certain populations, like cod, while leaving other plentiful species underappreciated. MassDMF Director Dan McKiernan intends to use this program as a template for other underutilized fish species.

To support the campaign, the Massachusetts Flounder Chef Council was established in August. This group of ten chefs from across the Commonwealth is tasked with developing recipes to showcase the fish. The council includes culinary professionals such as Josh Riazi of Servedwell Hospitality.