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Produce is a generalized term for many farm-produced crops, including fruits and vegetables (grains, oats, etc. are also sometimes considered produce). More specifically, the term produce often implies that the products are fresh and generally in the same state as where and when they were harvested.
In supermarkets, the term is also used to refer to the section of the store where fruit and vegetables are kept. Produce is the main product sold by greengrocers (UK, Australia) and farmers' markets. The term is widely and commonly used in the U.S., but is not typically used outside the agricultural sector in other English-speaking countries.
In parts of the world, including the U.S., produce is marked with small stickers bearing price look-up codes. These four- or five-digit codes are a standardized system intended to aid checkout and inventory control at places where produce is sold.
Two days ago while I was still moving stuff into the new apartment, a neighbor gave me a welcome gift, a box of produce.
The box contained 3 stalks of celery which went soft while I was moving the next 3 days (not shown).
It contained 5 tangerines, one of which was eaten already.