A process and apparatus for coating flowable contact-tolerant granules, such as seeds, includes a rotating wheel having peripheral apertures so when the granules are dropped onto the central portion, they bounce and contact other granules and are impelled by centrifugal force to fall through the peripheral apertures down a narrowing funnel preferably (but not necessarily) having a different rotation rate. The coating is spread by gentle granule-to-granule contact and contact with any coating material on the wheel and in the funnel. The granules then flow into an inclined conveyor belt, an inclined auger, or other conveyor, which rolls the granules as they are conveyed upwardly, so that the coating is further spread by gentle granule-to-granule contact.