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Old Major Market, an Indianapolis artisan meat distributor, is keeping every bitcoin it takes in rather than converting payments back into dollars. That change, made starting in 2026, is described in Bitcoinmagazine‘s “Now Accepting Bitcoin” column, which credits owner Mark LaFay with the decision.
Bitcoinmagazine reported the shop previously accepted bitcoin and instantly turned each transaction into cash. The report says a steady flow of bitcoin payments led the business to reconsider, and it now holds 100% of received bitcoin on its balance sheet.
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Key facts
- Old Major Market is an artisan meat distributor based in Indianapolis, owned by Mark LaFay.
- Starting in 2026, the shop has kept 100% of the bitcoin it receives on its balance sheet.
- The business ships its meats to all 48 lower states.
- Local bitcoiners had been buying bacon, sausages and specialty meats there with sats for more than a year before the balance-sheet change.
- The report also lists roughly 200 Indiana stores that accept bitcoin.
What the merchant math looks like
The column walks through the case it calls the “1% Orange Pill” math. A merchant with $1 million in annual revenue and a 10% profit margin nets $100,000. If bitcoiners make up just 1% of sales, that is $10,000 in annual bitcoin transactions. The report’s example assumes the store holds those coins in 2026 and that BTC doubles in value that year, which would raise total annual profit to $120,000, a 20% increase.
The column frames that shift as a matter of customer routing: a small group of regulars steering spending toward a willing owner can change the owner’s bottom line, whether the owner holds from the start or learns to hold after selling early.
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Other Indiana merchants in the column
Two Indianapolis-area businesses appear alongside Old Major. Kaffeine Coffee Co. on Fulton Street runs what the report describes as third wave craft coffee with native bitcoin rails and is where the author met a local bitcoiner paying in satoshis. The Rejoicing Vine, a northwest Indianapolis winery focused on sparkling wines, has accepted bitcoin through Square for over a year, hosts local “Lightning Socials,” and according to the report enjoys zero processing fees. Owner Brent Kumfer is named as the winery’s owner. The Rejoicing Vine is not yet holding bitcoin but is considering it, the column says.
The broader list in the appendix spans Steak ‘n Shake locations across the state, tattoo studios, barbershops, breweries, farm suppliers, cinemas and BBQ restaurants, with addresses for each. Bitcoinmagazine frames the directory as a way to map verified merchants and invites submissions at the column’s listed contact address.
Why it matters
Merchant adoption has usually meant shops accepting bitcoin and immediately selling it for dollars, which adds sell pressure and leaves the owner with no exposure to the asset. A shop that holds instead keeps the upside, but also the volatility, on its own books. If the pattern spreads, it changes how small businesses think about payment processors, pricing and treasury policy, and it gives bitcoiners a measurable reason to direct routine spending toward merchants that do not auto-sell.
What to watch
The column says The Rejoicing Vine is weighing whether to begin holding bitcoin rather than converting it. Any move by that winery, and future editions of the merchant directory, would show whether holding spreads beyond Old Major Market. This is not financial advice; bitcoin is volatile and its price can fall as well as rise.
Source: Bitcoin Magazine
