Abstract: A plurality of hopper stored sticks suitable for mounting food products or the like thereon are individually delivered through a passageway to a feed station in a horizontal position. A rotatable wheel segment provided with a stick receiving slot therein communicates with the feed station and both sequentially shifts and rotates the sticks to an inserting station where a stick delivered thereto is disposed in an upright position aligned with a vertical stick insertion axis. Inserting means including vertically shiftable product supporting structure vertically aligned with the inserting station shifts the product placed thereon along the insertion axis toward an upright stick at the inserting station thereby inserting the stick into the product. The slotted wheel segment is provided with a lever arm engagable by the product supporting structure to produce swinging movement of the wheel segment toward the the inserting station while gravity induces return of the wheel segment toward the feed station.