Previously farmers were facing many problems in marketing the pineapple. So a group of farmers under the leadership of Baby Pedickattukunnel (Presently the President of P.F.A) decided to form an association of Pineapple farmers, in 1990. And registered the Pineapple Farmers Association Vazhakulam under Charitable Societies Act. There were 120 members when the Association started. Now more than 500 members are there in the association doing very good pineapple farming. The service area of P.F.A is Kerala State.

The P.F.A is distributing good quality fertilizers, Pesticides, herbicides, growth regulators etc in subsidised rates to the members. The leaders of P.F.A. goes to farmers and give technical advises to farmers when in need. In market and marketing places if any problem arises, P.F.A will reach and extent their assistance to farmers. The P.F.A. used to conduct Agricultural Seminars and meetings for farmers and give classes by experts in farming and diseases and pest control, post harvest management, loans etc.

Every year the P.F.A conducts a three day Agriculture Fair at Vazhakulam. This is a festival of Pineapple farmers. The association presents the 'Pineapple Sree' Award to the best Pineapple Farmer. The best Pineapple Farmer in Kerala is selected by a team of Experts from Kerala Agricultural University.

The pineapple cultivated by the farmers of Vazhakulam is the sweetest pineapple available in India. Hence Vazhakulam is also known as the city of Pineapple. Mauritius is the main variety cultivated in Kerala and Kew variety is rarely grown. The cultivation of Pineapple started here during 1940-50s. Now pineapple is cultivated in almost all districts of Kerala. However, big farms of pineapple are mainly in Ernakulam, Kottayam, Pathanamthitta, Idduki and Kozhikode districts