Abstract: A hydraulic press utilizes a product feed mechanism including a product lifting linkage capable of raising and lowering a product-holding platen while maintaining same in a precise horizontal position during such movement. The hydraulic drive for the lifting and lowering mechanism is capable of moving the platen to any precise vertical position and maintaining same at that position before, during and after press operations. In connection with the lifting and lowering mechanism, a linear motor horizontal drive mechanism is coordinated with the lifting mechanism to enable the product feed system to precisely position the platen anywhere along the travel of the linear motor. The combination of the lifting and lowering mechanism with the linear motor horizontal drive mechanism provides, when operated by an open architecture PC control system, a new and improved product feed mechanism more precisely controllable than heretofore known.