‘Flat is Back’ campaign hopes to put flounder back on people’s plates

A new "Flat is Back" campaign, launched by the Massachusetts Division of Marine Fisheries, aims to bring flounder back onto American plates. With Instagram and TikTok driving food trends, even mundane ingredients like cottage cheese have seen a resurgence. The campaign hopes to highlight the economic and environmental benefits of capturing and consuming flatfish like flounder.

In 2023, over three-quarters of seafood consumed by Americans came from just 10 species, with shrimp, salmon, and canned tuna leading the way. Americans typically consume fewer fish species than Europeans and Asians, leading to demand for popular fish like cod while other fish remain underutilized. Flounder, however, is abundant and inexpensive.

The campaign includes a Massachusetts Flounder Chef Council, featuring 10 chefs from across the state who are developing recipes to showcase flounder's unique qualities. Chefs can choose any flatfish species, but it must be flat. Flounder filets are mild and tender but thin and delicate, making them easy to overcook. Flounder, often sold under various names, can be prepared in numerous ways, including as stuffed sole or crudo.

Servedwell Hospitality owner Steve Silverstein has seen success with a stuffed sole dish on his menu, selling consistently even at a low cost. He believes the campaign could inspire home chefs to try cooking flounder as well. While flounder may not yet be a mainstream choice for many consumers, the campaign aims to inspire them to give it a try and appreciate the abundance and affordability of this versatile fish.