Abstract: A lifting apparatus and system for lifting cylindrical rolls such as paper rolls is includes a horizontal beam with a gripping component at one end. A pivoting component is pivotally attached to the beam at another point. An engaging component is attached to the beam between the gripping component and the pivoting component and is located proximate the pivoting component. The pivoting component also includes an extension arm for connecting to a lifting mechanism such as a pulley or crane. The lifting apparatus is positioned over a horizontal roll so that the gripping component engages the roll in the center hole or hub. The engaging component grips the edge of the roll, and is securely held in place by the force of the pivoting component when lifting force is applied to the extension arm of the pivoting component. The lifting apparatus also allows easy maneuvering of a roll including mounting the roll in a horizontal or vertical position once the roll has been transported to the proper position.