Can Flounder Become the Next Social Media Food Trend? Chefs Are Optimistic
Chefs and officials in Massachusetts aim to make flounder a social media hit. Learn how they're promoting this underappreciated fish.
POLICY WIRE — Boston, United States — Massachusetts officials are launching a campaign to elevate flounder from an overlooked ocean catch to a trending culinary star. With the help of chefs and social media outreach, the state hopes to reshape consumer habits and promote sustainable seafood choices.
The Massachusetts Division of Marine Fisheries (MassDMF) has initiated a program called ‘Flat is Back’ to highlight the potential of flounder, a flatfish that is both abundant and affordable. The effort aims to diversify seafood consumption by encouraging people to explore less commonly eaten species, reducing pressure on overfished stocks like cod and salmon.
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Local chefs, including Josh Riazi of Servedwell Hospitality, are creating dishes that showcase flounder’s versatility. Despite its mild flavor and tender texture, the fish often goes unnoticed on menus, overshadowed by more popular options. However, restaurants like The Black Whale have seen success with dishes such as baked stuffed sole, proving that flounder can be both appealing and accessible.
MassDMF Director Dan McKiernan believes that expanding seafood choices can lead to more resilient fisheries and better economic outcomes for fishermen. He also emphasized the nutritional benefits of flounder, which offers high protein content with minimal fat. While the campaign has generated significant online engagement, challenges remain in making flounder a regular part of everyday meals, especially among younger generations unfamiliar with the fish.
Reporting by Policy-Wire (PW)
