Massachusetts Launches ‘FLAT IS BACK’ Campaign to Promote Local Flounder

Massachusetts Launches ‘FLAT IS BACK’ Campaign to Promote Local Flounder

DMF’s First-Ever Massachusetts Flounder Chef Council Brings Flounder-Featured Dishes to Restaurants Statewide Through September 30

BOSTON, MA – The Massachusetts Division of Marine Fisheries (DMF) today announced the launch of the Massachusetts Flounder Chef Council, a statewide campaign celebrating locally harvested flounders. Ten participating chefs will feature the versatile New England fish on restaurant menus across the state.

The council brings together ten leading Massachusetts chefs, each of whom will feature a signature dish showcasing Massachusetts flounder. The dishes will be served at participating restaurant locations across Massachusetts through September 30.

“Massachusetts fishermen harvest world-class seafood from some of the most nutrient-rich fishing grounds in the world,” said DMF Director Dan McKiernan. “The Flounder Chef Council connects that fishing heritage with today’s diners while demonstrating how choosing local flounder supports fishing families, working waterfronts and coastal communities throughout the Commonwealth.”

Massachusetts flounder is wild caught by local fishermen in the cool waters off the New England coast. With its mild, slightly sweet flavor and delicate white flesh, flounder is quick to cook and remarkably versatile. Flounder is low in saturated fat and packs a protein punch providing essential vitamins and minerals and over 20 grams of protein for 100 calories per serving.

Although local flounder is available year-round, Massachusetts fishermen caught only a portion of the amount allowed in 2025. Unpredictable prices, competition from imported seafood and limited consumer demand can make it difficult to sell more of the available catch. Through the Flat Is Back campaign, DMF and the participating chefs hope to introduce more restaurant diners and home cooks to this versatile New England fish while creating greater demand for the local catch.

“Massachusetts flounder is a beautiful fish to cook with – it’s fresh, delicate and incredibly versatile,” said Jeremy Sewall, Chef & Owner of Row 34 and Massachusetts Flounder Chef Council member. “By putting it on our menus, we can create something memorable for diners while supporting the local fishermen and coastal communities that make Massachusetts seafood so special.”

Meet the Massachusetts Flounder Chef Council

Each chef will serve one featured flounder dish at the participating restaurant locations listed below through September 30. Hours and reservations vary by location.

Chef / Restaurant	Featured Dish	More Information
Kevin Burleson / Straight Wharf Fish (Nantucket, MA)	Fluke crudo in the style of "borsch": Beet cured Nantucket summer flounder with pickled cabbage, crispy potatoes, dill oil and freshly squeezed lemon	www.straightwharffish.com @straightwharffish
Andrew Chadwick / The Chatham Bars Inn (Chatham, MA)	Flounder with seafood mousseline and kelp butter	www.chathambarsinn.com @chathambarsinn
Sasha Coleman / Comfort Kitchen (Dorchester, MA)	Cassava flounder croquettes with shito aioli	www.comfortkitchenbos.com @comfortkitchenbos
Will Gilson / Puritan Oyster Bar (Cambridge, MA)	Coconut and sesame crusted sole lettuce wraps with pickles, herbs and green curry aioli	www.puritancambridge.com @puritanoyster
William Kovel / Catalyst Restaurant (Cambridge, MA)	American Plaice Meunière, Braised leeks, Haricot vert, Sauce Grenobloise	www.catalystrestaurant.com @catalystrestaurant
Rodney Murillo / Davio’s Northern Italian Restaurant (Boston, Lynnfield, Foxborough, MA)	Crab-Stuffed Local Flounder – Fresh local flounder, crab meat, panko, creamy corn, lemon butter sauce	www.davios.com @daviosrestaurant
Andrea Pang / Miraval Berkshires Resort and Spa, Sloane’s Tavern (Lenox, MA)	Flounder Meunière with Lobster Mash and Grilled Vegetable Medley (Zucchini, Yellow Squash & Red Onion)	www.miravalresorts.com @miravalberkshires @wyndhurstgolfandclub
Josh Riazi / The Black Whale (New Bedford, MA)	Baked Stuffed Sole: crab stuffing, lobster cream sauce, grilled asparagus, fingerling potatoes	www.theblackwhale.com @theblackwhale
Jeremy Sewall / Row 34 (Boston, Cambridge, MA)	Black Back Flounder: Lentil & rice pilaf, blue crab, tomato & caper butter	www.row34.com @row34
Robert Sisca / Bistro du Midi (Boston, MA)	Kombu Cured Fluke Crudo, hearts of palm, jalapeño, avocado, green gazpacho	www.bistrodumidi.com @bistrodumidi

Headshots and bios for the Massachusetts Flounder Chef Council can be found here.

Flounder by Any Other Name

In New England markets, several flounder species are commonly sold under names that include ‘sole’.

● Yellowtail flounder — also sold as Yellowtail sole

● Winter flounder — also called Blackback flounder or Lemon sole

● Witch flounder — also sold as Gray sole

● American plaice — also called Dab

● Summer flounder — commonly known as Fluke

Massachusetts flounder fisheries operate under federal, regional and state management measures intended to support sustainable fish populations and protect marine habitats. These measures include science-based annual catch limits, stock assessments, minimum-size requirements, gear restrictions, reporting requirements and fishing-area protections.

Choosing Massachusetts flounder also strengthens one of the state’s most important economic and cultural industries. Massachusetts’ seafood industry supports more than 172,000 jobs and generated an estimated $17.4 billion in economic activity based on the latest available NOAA data. In 2023, Massachusetts fishermen landed 156 million pounds of seafood valued at approximately $574 million at the dock.

The Flat Is Back campaign runs through September 30, 2026. Diners can follow participating chefs, find featured dishes and learn more about Massachusetts seafood at mass.gov/dmf and @massmarinefisheries.