A food-product loader has a conveyor passing through its cabinet, and the cabinet is formed with a bulk hopper. The loader is loaded with elongate pieces of food-product by way of dumping a heaping mass of the food-product pieces into the bulk hopper all at one time. The loader ultimately handles the heap of food-product pieces such that, the loader loads the pieces onto the conveyor in neat lanes, with individual pieces slightly spaced apart from one another. To do this, the loader is constructed with a series or array of soft-sided dispensing sleeves or funnels which are mechanically massaged to tease out one piece at a time, and only one piece at a time.