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 .