Old Major Market LLC, an Indianapolis-based artisan meat distributor that ships to all 48 lower states, has adopted a new approach to Bitcoin payments. Starting in 2026, the company decided to hold 100% of the Bitcoin it receives directly on its balance sheet rather than liquidating payments immediately through payment processors.
Owner Mark LaFay attributed the decision to recognizing that holding Bitcoin offers significant long-term upside potential. The shift represents a notable change from the company's initial strategy, when it agreed to accept Bitcoin but converted every transaction to cash.
The transition came after over a year of steady Bitcoin payments from local customers purchasing bacon, sausages, and specialty meats. The company's Maple bourbon bacon is described as particularly popular among Bitcoin-paying customers.
How Merchant Adoption Scales
The financial case for merchant Bitcoin adoption becomes apparent when a dedicated customer base directs spending toward supportive businesses. According to the example provided, if local Bitcoin users represent just 1% of a merchant's total sales, and a store originally generating $1 million in annual revenue with a 10% profit margin keeps the Bitcoin received rather than converting it, the impact can be substantial. If Bitcoin doubles in value during the year, a 1% shift in customer payment preference could increase the owner's total annual profit by 20%.
Indianapolis Bitcoin Community
Old Major Market is among a growing network of Indiana merchants accepting Bitcoin. The Indianapolis local Indy Bitcoin Group has been actively promoting Bitcoin adoption among merchants in the region.
Other local businesses accepting Bitcoin include Kaffeine Coffee Co. in downtown Indianapolis and The Rejoicing Vine, a winery in northwest Indianapolis that hosts local Lightning Socials. The Rejoicing Vine owner Brent Kumfer agreed to accept Bitcoin over a year ago through Square and is considering whether to hold Bitcoin payments rather than converting them immediately.
