Produce here refers to “fresh fruits and vegetables”. It’s the noun version of that word, not the verb, and so its stress falls on the first syllable.

Therefore the produce aisle is the place where such things are found. Before the supermarket, it’s the sort of thing you’d find at your greengrocer, if you were so fortunate as to have one.

The produce aisle is usually rather different from other aisles in a supermarket or grocery store. It is usually wide and runs along the wall: the right-hand wall in right-hand–drive countries and the left-hand wall in clockwise or left-hand–drive ones. That way it’s where you first turn to as soon as you walk into the supermarket. It needs larger bins for the produce, and often has misters or cold frames, and not uncommonly, islands and other free-standing displays as well.