An automatic loading machine is provided for aligning and loading a predetermined amount of elongated strips of product into individual containers wherein batches of elongated strips are periodically discharged from a product feed. A turret assembly is provided which has a plurality of buckets and each of the batches from the product feed is received by a separate bucket. The turret assembly is continuously vibrated and, as each bucket moves through a horizontal path, the batches of elongated strips carried therein become somewhat more aligned. The strips are dropped out of the buckets onto a flight conveyor and are conveyed to a discharge point where each batch is transferred into a separate container.