Abstract: A chip component handling and loading system for orienting and transporting a plurality of generally rectangular chip components includes a storage and feed location which, by means of vibratory action, randomly shakes out the chip components into or onto a series of twenty-five substantially parallel, generally rectangular channels. These channels are sized and arranged to receive the chip components in only one proper orientation. Any chip component which is not properly oriented either will not fit in the channel, or will fit in the channel as to its width and not height and downstream from the entry into the channels is a brush-back station where any improperly oriented chip component is either brushed away from the top surface of the channels or is brushed into a proper orientation.