What does "lifting" mean in the following context?

He's entered into negitiations with Coca-Cola to build, distribute, and ... use its enormous supply chain (the largest in Africa) to help maintain the Slingshot. "That's not the end of the road," he says. "I do think there needs to be a third party involved; someone making the whole process transparent, making it safe, educating people about it. But I also think Coca-Cola could do the major lifting, the major capitalization, the major distribution channel, development, support, education, and maintenance."

Thank you.