New Bedford-The menu may seem suspicious... but that's the point.

Union Flats Seafood Co. has opened in New Bedford with a mission to promote underutilized fish on the menu.

“We want to focus on the lesser-known fish and use the by-catch from the fishing boat,” said co-owner Amelia Ruvich. “The things they produce There really is no place in the U.S. market."

Ruvich and her husband Joshua Lemaire jointly own the recently opened restaurant. They also own DNB Craft Kitchen at 768 Purchase St. 

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"At DNB, we really want to highlight our neighbors, our farmers," Ruvich said, "so in this regard, we can go one step further in our harbor."

According to Ruvich, 99% of the seafood caught in New Bedford waters is either exported or shipped directly to Boston. But then go back and filter to New Bedford. 

"No one really uses this fresh local product just outside our door," she said.

The dining duo worked with Farm & Coast Market in South Dartmouth and former executive chef Chris Cronin of Little Moss to create a menu that made people aware this problem.

Union Flats is located at 37 Union Street and its menu includes unique dishes such as monk fish in smoked tomato soup, homemade focaccia and mini tomatoes grown in the garden.

Fish and chips are paired with local tempura hake, capers, pickles and beef fries. The squid even has a turning point. It is added with green curry vinaigrette, fennel, currants and parmesan cheese.

In addition, the menu also includes locally sourced oysters, clams and mussels from Cuttyhunk Shellfish Farms Inc., Fairhaven Oysters and RipTides from Westport. 

"We are working hard to raise awareness of this field," Luovic added.

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The only non-seafood dish is minced meatloaf with American cheese, smoked bacon, kewpie and chili sauce. The bar offers spirits, beer and wine made by all ethnic minorities or women.

"The whole goal is to let people feel the speciality of the food and the environment," Ruvich said, "then leave and enjoy a wonderful cooking experience with us."

Ruvich said that the building was originally a marine engine repair shop, and it took about a year to renovate because the space was abandoned and falling apart.

"It's almost huge because half of it is underground," she said, adding that she likes its stacked stones and lime walls. "This is a very cool space, but it needs a lot of rehabilitation."

The restaurant is open on Wednesday. To Sun. From 5pm to 12am

Ruvich was born in Brockton and is a well-trained artist and painter. She worked in Boston and moved to the New Bedford area in 2009. 

"New Bedford is a place where you can become a young entrepreneur, and there are not many obstacles in your path," Luwich said. 

"I moved here and noticed that the food scene, especially where I came from, was very bad. I think we can make an impact."

In 2013, she persuaded Lemaire, a native of Fairhaven who works in Boston and Newport restaurants, to open DNB Craft Kitchen with her. The two married in 2018 and live in Fairhaven with their two young sons.

"When it all comes down to it, we are all artists, and we like to create beautiful things, food or other things," she added.

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Union Flats is a two-year project, but it was delayed due to the pandemic. With the help of the landlord, Ruvich said they were able to shelve the project for a year.

"We just need to go directly to survival mode," she said. "We are very lucky. DNB really took off. It succeeded from the beginning. We have never encountered any struggle."

Union Flats finally opened in November 2021.

"People love the menu, which is great news," Luwich said. "When you do something that you feel good about and people respond well to it, it's great.

"That feels really good."

Seth Chitwood, a staff writer for Standard Times, can be reached at schitwood@st.com. Follow him on Twitter: @ChitwoodReports. Purchase a digital or print subscription of Standard Times today to support local journalism.