Abstract: Elongated rectangular pouches are longitudinally compressed for packing in a conventional packing case by a pair of counter-rotating paddle assemblies. Each paddle assembly has four paddles arranged in staggered relationship around an associated shaft, the shaft being located outside of and slightly below the path of movement of the pouches as the pouches move in side-by-side relationship between two upright paddles. Two horizontally arranged adjacent paddles receive the pouches at a load station, and rotation of the paddle assemblies drops the pouches between the paddle assemblies as these two paddles move into depending vertical positions where they are more closely spaced relative to one another than the upright paddles in order to compress the pouches as the pouches drop into the case.