Abstract: A roll or strip feed system for inserting flat stock to the operative position of a machine tool consisting of an automatic material lift apparatus working in conjunction with a centralizing guide to feed flat stock intermittently into an entry guide roller which pushes strip stock to an operative machine position, and thereafter, pulls the remnant strip by means of exit rollers to a discard position. The roller assemblies are pneumatically controlled as to tension and driven electrically as the total operation is under control of a pre-programmed controller.