An apparatus for transferring products, such as fruit, onto, and supplying the same to, a conveyor, preferably a roller conveyor. The apparatus is provided with two flat endless conveyor belts positioned obliquely relative to a vertical plane, continuous in the conveying direction, functioning as a V-channel. The endless conveyor belts first extend substantially parallel to the conveyor in the conveying direction, wherein from a well-defined location, the endless conveyor belts bear off the conveyor and continue at different angles relative to the conveying direction, with the conveyor belts diverging mutually. The apparatus accommodates a stream of food products, such as fruit, with greatly varying sizes, to be transferred gradually and in the proper sequential order onto the conveyor, thereby considerably reducing injuries to the food product during transfer.