40 attached thereto is manually rotated by the user both the axle 18 and the outer barrel 26 turn with the plate 28 in the preferred embodiment four rectangular metal partitions 30 are hinged to the plate 28 the metal partitions 30 are preferably positioned such that they stem from the sides of the plate 28 when the plate 28 is positioned vertically with the ground with two partitions 30 stemming off of one side of the plate 28 and two partitions 30 stemming off of the opposite side of the plate one each at the top and bottom of each side attached to each of the two metal partitions 30 positioned on one side of the plate 28 are threaded bolts 32 the threaded bolts 32 are used for fine adjustments of the tightness of the straps 34 used to secure the industrial rolls 40 to the apparatus for lifting and moving rolls of industrial material for use with a forklift or tow motor 10 attached to each of the two metal partitions 30 positioned on the opposite side of the plate 28 are straps 34 the straps 34 are preferably constructed from leather although one of ordinary skill in the art would readily recognize that a number of other materials including but not limited to nylon can be used to construct.