Broccoli heads are placed individually, with the stem down or laying horizontal, in a receiving cup in a loading position. A gripping mechanism engages the stem portion to secure the head in place. A positioning and cutting assembly adjusts the position of the receiving cup to a cutting position with the head down and stem up and rotates the receiving cup. The assembly includes a cutting mechanism having a blade that engages the rotating head to cut the florets. The blade cuts off the florets which fall to a first location where they are collected in a first collecting bin or by a first collection conveyor. The assembly next adjusts the receiving cup to a releasing position, whereupon the clamping mechanism disengages to release the stem, which falls to a second location where it is collected on a second collecting conveyor or in a second collecting bin. The assembly then returns the receiving cup to the loading position.
