A product retaining/support frame assembly is provided for a conveyor system utilizing a conveyor belt formed from a plurality of modular links mounted by a plurality of transverse cross rods that retain the links together. The modular links include side link portions that are adapted to engage conveyor guide rails integral with the support frame assembly. The frame assembly further includes side rails attached to side rail brackets. These are provided adjacent the peripheral edges of the conveyor belt to maintain the transported product on the conveyor belt. The side rail brackets include a horizontally extending leg passing through a cross bar that supports the attached guide rails. The bore of the cross bar has grooved side surfaces to mate with ridged surfaces included on the horizontal leg of the side rail brackets. Support brackets provided at strategic positions assist in supporting the weight of the entire conveyor system.