Here in the Cz.Rep the Fruit and veg shop are called Ovoce Zelininova - Fruit and Greens [pron. Of-ots- eh Zelininova]. Relating this to the Wizard of Oz I wonder if Frank Baum parodied the great Wizard as a fruit and veg merchant with a fabulous fantasy. Zeleny means 'green' and this seems to be the essential colour of The Emerald city.
Spiderman and other superheroes were infected by the mutagen OZ, made by OsCorps. Various Octos then come into play with Doctor Oktopus