Now Accepting Bitcoin: Old Major Market Brings Artisanal Meats to 48 States

Old Major Market, a Central Indiana butcher holding 100% of new bitcoin payments on its balance sheet.

The trip to Indianapolis that introduced me to Old Major Market started at Kaffeine Coffee Co. on Fulton Street. The coffee was tasty, but my real surprise was running into a local Bitcoiner who was also paying for his order in satoshis, making me feel like not such a rare breed in this fiat world.

The friend I made shared about a network of Indiana merchants the Indianapolis local Indy Bitcoin Group has been orange pilling.

First Up: Old Major Market LLC (Artisan Meats)

A common complaint of merchant Bitcoin adoption is that the shop owners will liquidate 100% of their Bitcoin back into cash using payment processors like Square. This is true to start, but a fascinating shift occurs once a business owner reads about bitcoin. Old Major LLC, an artisan meat distributor based in Indianapolis, is a prime example of that shift.

The Big Ole Update!!

According to owner Mark LaFay, Starting in 2026, Old Major Market made a major strategic decision: they are keeping 100% of the Bitcoin they receive directly on their balance sheet. They realized that holding bitcoin opens up significant long-term upside. Old Major ships their meats to all 48 lower states. Mark says the Maple bourbon bacon is very popular!

Big shout out to the Bitcoiners in Central Indiana that have been stopping by Old Major for over a year to buy bacon, sausages, and specialty meats with sats. While the shop originally agreed to accept Bitcoin and instantly converted every transaction to cash, the steady stream of Bitcoin payments caught their attention.

The “1% Orange Pill” Math

When a dedicated community directs its routine spending toward supportive merchants, the business case for the owner becomes undeniable:

• The Baseline: A local merchant generating $1 Million in annual revenue with a 10% profit margin brings home $100,000 in net profit.
• The 1% New Customer Shift: If local Bitcoiners represent just 1% of total sales, that’s $10,000 in annual Bitcoin transactions. If the owner sells the coins, regret creeps in, “what if I held the coins?”…
• The BTC Holding Strategy: Let’s assume the store instead decides to hold that Bitcoin in 2026, and BTC doubles in value this year. A 1% shift in customer payment preference increases the owner’s total annual up 20% at $120,000.
• That financial reality is the ultimate orange pill. A focused group of customers directing their commerce toward open-minded owners can move the needle for merchant adoption, whether the owner holds from day one or learns along the way that they are missing profit.