A sheet metal strip is directed from a supply coil into a unitized system including a frame supporting a feed roll driven by a variable speed motor. The strip is directed upwardly from the feed roll between vertical guide rods to produce an inverted U-shaped vertical loop detected by sensors connected to control the feed roll motor. A servo driven index roll receives and advances the strip into tooling within a reciprocating press. Vibration insulators support the frame from a base stand mounted on air casters which provide for quickly removing the system from the press. The axial length of each roll is less than the width of the strip and engages only a center portion of the strip. A second index roll driven by a servo motor may be used on the press to provide push/pull advancement of the strip through the press.