A flow field plate for a fuel cell that includes a metal oxide coating that makes the plate hydrophilic. In one embodiment, the metal oxide coating is a thin film to maintain the conductive properties of the flow field plate. The metal oxide can be combined with a conductive oxide. According to another embodiment, the metal oxide coating is deposited as islands on the flow field plate so that the flow field plate is exposed between the islands. According to another embodiment, lands between the flow channels are polished to remove the metal oxide layer and expose the flow field plate. According to another embodiment, the flow field plate is blasted with alumina so that embedded alumina particles and the roughened surface of the plate provide the hydrophilicity.