The JIVE range of products owe their existence to the farmers of Muvattupuzha, Eranakulam Dist, Kerala. This area is well known for its extensive cultivation of Pineapple. Jive is the outcome of a project promoted by the Kerala Horticulture Development Programme (KHDP) a venture of the European Union and Government of Kerala. KHDP aims to promote the growth of high quality horticulture and also provide substantial direct benefit to the farmers. Therefore, the Government of Kerala formed Nadukkara Agro Processing Co. Ltd (NAPCL) with affiliation of farmers as members for processing and marketing its products. It has set up a state of the art factory at Nadukkara for processing Pineapple, Mango, Papaya and other tropical fruits and vegetables. The value added products manufactured at the state of the art factory is marketed by the NAPCL under the brand name JIVE. It thus helps in providing an additional income to the member farmers.