An apparatus for coating a foodstuff with a particulate material has an endless meshed conveyor belt which is trained about a hollowed roller which has a longitudinally extending wall having apertures therethrough and about which the belt travels from a lower return run to an upper forward run. A baffle is positioned beneath at least a portion of the lower return run of the belt and is arced from the lower return belt run towards the upper forward belt run. A rotatable shaft from which radial wings protrude is positioned within the hollowed roller interior. Meshes of the belt, the apertures of the roller, and the wings are configured and positioned and the wings protrude from the shaft for a length sufficient so that, in operation, upon rotation of the roller and entrainment of the belt and rotation of the shaft and wings, meshes of the belt align with apertures of the roller, and wings align with the aligned roller apertures and belt meshes for at least a portion of a region of the roller about which the belt is trained and extend through the aligned roller apertures and belt meshes towards the baffle.