The initial processing of Citrus Reticulata ‘Chachi’ involves peeling as a crucial step. Currently, there is some semi-automatic peeling equipment available. However, due to the requirement of adjusting the orientation of Citrus Reticulata ‘Chachi’ to ensure the stem (or navel) is facing upwards before peeling and because the peeling process must retain the stem as a marker for fresh fruit picking, the loading of Citrus Reticulata ‘Chachi’ for peeling still solely relies on manual operation, resulting in low efficiency and poor standardization. With the rapid growth of the pericarp of the Citrus Reticulata ‘Chachi’ industry, semi-automatic processing equipment is no longer able to meet production demands. The loading issue before peeling Citrus Reticulata ‘Chachi’ is a complex hand–eye coordination problem. In response to this issue, this paper proposes a novel Citrus Reticulata ‘Chachi’ orientation adjustment mechanism (COAM). This mechanism utilizes frictional force to adjust the orientation of Citrus Reticulata ‘Chachi’. First, the conceptual design and kinematic modelling analysis of the mechanism were conducted. Next, the omnidirectional friction-driven wheels were optimized in design. Subsequently, a prototype was manufactured and assembled to conduct validation tests on its open-loop motion performance. Finally, a visual feedback-guided algorithm was introduced to complement the kinematic model, enabling the automatic and rapid adjustment of Citrus Reticulata ‘Chachi’ orientation. The experimental results indicate that the COAM designed in this study can effectively and rapidly adjust the orientation of Citrus Reticulata ‘Chachi’ fruits of different sizes and shapes. It demonstrates strong adaptability, and under visual feedback guidance, the orientation adjustment error is less than 10% of the fruit’s diameter. This meets the requirements for automated production in the initial processing of Citrus Reticulata ‘Chachi’. The research presented in this paper also provides new insights for the orientation adjustment and loading of similar spherical fruits.