The Fuchsia, long associated with West Cork, represents a symbol of quality for the food & tourism products of the region. The products marketed under the Fuchsia Brand are firmly rooted in the unique traditions and influences of the region. High standards of product and service excellence reflect passion and enthusiasm and a strong commitment to training, networking and a code of best practice.

The West Cork Regional brand, Fuchsia, was launched in 1998 to enable local food and tourism businesses to exploit and develop the competitive advantage offered by a strong regional identity.

Fuchsia Brands provides an infrastructure to network various development/public agencies (founding and supporting agencies) and commercial enterprises (enterprise membership). The main objective of West Cork LEADER Co-operative Society Ltd. (WCLC), the initiator, was to establish an infrastructure that would provide support to enterprises in the region, particularly enterprises that add value to indigenous resources. In providing this support the Fuchsia Brands network has played a role in enterprise development and has also become actively involved in market development and product promotion.

Fishing vessels in the West Cork area are currently working with West Cork Development Partnership to achieve the Fuchsia Brand accreditation on their seafood products. The vessels are implementing the Environmental Management System developed by BIM and the fishing industry, to allow the vessels demonstate how their practices conform to the Fuchsia Brand criteria. The high level of provenance and the assurance that the fish or shellfish has met the strict quality requirements is expected to give the vessels an opportunity to get a better return for their produce.