A feed path for transporting a button body with the front face of a buttonhead facing upward is disposed between a trough, which is formed longitudinally on the underside of an upper member and has a receiving surface on its one side receiving a part of the periphery of the buttonhead, and a pressuring surface of a lower member, which faces the receiving surface and is urged resiliently upward. According to a preferable embodiment, the pressuring surface is inclined relatively downward and away from the periphery of the rear face of the buttonhead and has a recess on its side to allow a tongue to rotate. While the button body is pushed by the pusher along the feed path, a part of the periphery of the buttonhead is pressed by the pressuring surface. Accordingly, friction force is increased there to facilitate that the button body can be transported while it rotates about its axis. In this case, the tongue is also transported while it rotates in the recess freely without interference of an edge of the pressuring surface.