Artisan Meat Distributor Old Major Market to Hold 100% of Bitcoin Revenue

hold Bitcoin revenue — Old Major Market, an Indianapolis-based artisan meat distributor shipping nationwide, has announced it will hold 100% of its Bitcoin revenue on its balance sheet starting in 2026, marking a significant shift from its previous policy of instant conversion to cash.

Owner Mark LaFay stated the strategic decision was driven by recognizing the long-term upside potential of holding bitcoin. The company, which ships products like maple bourbon bacon to all 48 contiguous U.S. states, has been accepting Bitcoin for over a year, with payments initially funneled through processors like Square for immediate liquidation.

The steady stream of payments from the local Bitcoin community reportedly caught the business’s attention, leading to the new treasury strategy. The article highlights a “1% Orange Pill” economic model, suggesting that if just 1% of a merchant’s sales come in bitcoin and the asset appreciates, it can significantly boost annual profits.

The report, part of a series on merchant adoption, also notes other Indianapolis-area businesses like Kaffeine Coffee Co. and The Rejoicing Vine winery accept Bitcoin, with the latter hosting local Lightning Network socials. A directory included with the story lists approximately 200 Bitcoin-accepting stores across Indiana.