Key facts
- Old Major Market, an artisan meat distributor, will hold 100% of its Bitcoin revenue starting in 2026.
- The company ships meats to 48 lower states.
- Owner Mark LaFay believes holding Bitcoin offers significant long-term upside.
- A 1% shift in customer payment preference to Bitcoin could increase a $1 million revenue business's annual profit by 20% if the Bitcoin doubles in value.
- Kaffeine Coffee Co. and The Rejoicing Vine are other Indiana businesses accepting Bitcoin.
Old Major Market LLC, an artisan meat distributor based in Indianapolis, has announced a strategic decision to hold 100% of the Bitcoin it receives directly on its balance sheet, beginning in 2026. The company, which ships its products to all 48 contiguous states, believes this approach offers significant long-term upside potential.
Owner Mark LaFay stated that while the business initially converted all Bitcoin transactions to cash, the consistent stream of Bitcoin payments from local customers prompted a reevaluation. The "1% Orange Pill" math, as described in the article, illustrates the potential financial benefit for merchants. If local Bitcoiners represent just 1% of a business's annual revenue, and the owner holds that Bitcoin, a doubling in the cryptocurrency's value could increase the owner's total annual profit by 20%.
Other local businesses in Indiana are also embracing Bitcoin. Kaffeine Coffee Co. in downtown Indianapolis is noted for its use of Bitcoin rails for transactions, and The Rejoicing Vine, a winery in northwest Indianapolis, has been accepting Bitcoin for over a year, though they are still considering holding the cryptocurrency.