Old Major Market LLC, an artisan meat distributor based in Indianapolis, has adopted a new strategy for its bitcoin revenue: starting in 2026, the company is keeping 100% of the bitcoin it receives from customers directly on its balance sheet, according to owner Mark LaFay. The business concluded that holding bitcoin opens up significant long-term upside.

Old Major ships its meats to all 48 lower states, and LaFay notes that the maple bourbon bacon is especially popular.

The development was documented in a recent installment of Bitcoin Magazine's "Now Accepting Bitcoin" column, written by Vagabond.

From a Coffee Shop Encounter to a Merchant Network

The visit to Indianapolis that led to the discovery of Old Major Market began at Kaffeine Coffee Co. on Fulton Street. The coffee was tasty, but the real surprise was running into a local Bitcoiner who was paying for his order in satoshis (the smallest denomination of bitcoin) — a moment that made the writer feel like less of a rare breed in a fiat world. The new acquaintance described a network of Indiana merchants that the Indianapolis-based Indy Bitcoin Group has been "orange pilling" — Bitcoiner shorthand for bringing newcomers around to bitcoin.

First Up: Old Major Market LLC (Artisan Meats)

A common complaint about merchant bitcoin adoption is that shop owners liquidate 100% of the bitcoin they receive back into cash using payment processors like Square. That pattern is typical at the start, but a fascinating shift can occur once a business owner reads about bitcoin. Old Major LLC is a prime example of that shift.

Bitcoiners in Central Indiana have been stopping by Old Major for more than 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 the owner's attention — setting the stage for the new holding policy. Under the shift, the realized value of each bitcoin sale follows bitcoin's market price after checkout rather than being locked in at the register.

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 column explained:

• 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 amounts to $10,000 in annual bitcoin transactions. If the owner sells the coins, regret can creep in: "what if I held the coins?"
• The BTC holding strategy: Assume instead that the store holds that bitcoin in 2026 and BTC doubles in value this year. A 1% shift in customer payment preference would then increase the owner's total annual profit by 20%, to $120,000.

That financial reality, the author wrote, 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.

Notable Mentions: Local Indy Staples

Kaffeine Coffee Co. (downtown Indianapolis): Third Wave craft coffee meets native bitcoin rails. Meeting fellow Bitcoiners at the counter, the author observed, shows how coffee hubs act as a natural gateway for real-world community building.

The Rejoicing Vine (northwest Indianapolis): A mission-driven winery specializing in sparkling wines that doubles as the host spot for local "Lightning Socials." Owner Brent Kumfer agreed to accept bitcoin more than a year ago through Square, enjoying zero processing fees and a steady stream of local Bitcoiner events. The winery is not yet holding bitcoin but is considering it — making it one local business to watch if the hold-don't-sell approach spreads through the Indy network.

Have a Story or a Local Merchant Network to Feature?

A growing directory of verified bitcoin-accepting merchants accompanies the series. Business owners who want their company added to the map, or readers with a new city or story to feature in an upcoming column, can write directly to vagabond@b.tc under the series title "Now Accepting Bitcoin."

Appendix: 200 Indiana Stores Accepting Bitcoin

The directory below spans cinemas, auto shops, wineries, restaurants, salons, tattoo studios, and a statewide Steak 'n Shake presence — a cross-section of everyday Indiana commerce now reachable with sats.

LangLab (Arts Centre) — 1302 High St, South Bend

AMC Castleton Square 14 (Cinema) — 6020 E 82nd St, Indianapolis

AMC Washington Square 12 (Cinema) — 10280 E Washington St, Indianapolis

AMC CLASSIC Bloomington 12 (Cinema) — 2929 W 3rd St, Bloomington

AMC Perry Crossing 18 (Cinema) — 380 Cinema Blvd, Plainfield

AMC Showplace Traders Point 12 (Cinema) — 5920 W 86th St, Indianapolis

AMC Indianapolis 17 (Cinema) — 4325 S Meridian St, Indianapolis

AMC CLASSIC Crawfordsville 8 (Cinema) — 205 Dry Branch Rd, Crawfordsville

Fort Wayne Improv (Theatre) — 1314 E State Blvd, Fort Wayne

Pine Acres Miniature Farm (Zoo) — 6801 Union Chapel Rd SE, Corydon

317 Auto Service — 499 Wall St, Greenwood

Hobbs Automotive Diagnostics & Repair — 3594 SR 9, Anderson

McIntire Auto Repair — 1927 S Curry Pike, Bloomington

Salvadors Collision — 30841 Old US 33, Elkhart

2nd Chance Towing & Repair — 2252 Straight Line Pike, Richmond

Bulls Tire Shop — 2233 E Washington St, Indianapolis

Direct Tire — 1506 N Post Rd, Indianapolis

Westfield Wine Vault — 100 N Union St, Westfield

Mad Hyena Bar and Grill — 1538 Indiana Ave, New Castle

Fish Moon Brewing Company — 309 N Main St, Rushville

The Health Club Taproom & Cafe — 642 Cornell Ave, Indianapolis

Books & Brews — 9402 Uptown Dr, Indianapolis

Tollys Bar and Grill — 2341 Maple Ave, Terre Haute

Easley Winery — 205 N College Ave, Indianapolis

The Rejoicing Vine — 8440 W 82nd St, Indianapolis

Apothecary Salon & Spa — 2050 Burton Ln, Martinsville

Allure Salon — 100 S 1st St, Zionsville

Angel Barber Studio 1990 Conner St, Noblesville

B Beauty — 11717 E Washington St, Indianapolis

Brow Ink — 5250 E US Hwy 36, Avon

Bryans Barbershop — 224 N 12th St, Decatur

Cutting Loose Salon — 3815 S Main St, Elkhart

Exotic Nails — 1617 E Michigan Rd, Shelbyville

Harmony Day Spa — 7654 N Bleck Rd, Trail Creek

Indulge Beauty Salon — 3521 Lake Ave, Fort Wayne

Lee's Barber Lounge — 409 W Taylor St, Kokomo

Lux Esthetics Lab — 1251 US-31 N, Greenwood

Luxury Spa & Nails — 217 S Green River Rd, Evansville

Marengo Barber Shop — 109 Main St, Marengo

Mdg Salon — E 116th St, Carmel

Midou Studio — 9935 E 42nd St, Indianapolis

Modern Barbershop and Salon — 1641 N Lebanon St, Lebanon

Naturally You — 6101 N Rural St, Indianapolis

Sarah L Studio — 6251 Winthrop Ave, Indianapolis

The Station Hair Parlor — 200 Byrd Way, Greenwood

Wax that Cat — 3009 25th St & 3042 State St, Columbus

Indy Holistic Massage — 1133 W Main St, Greenfield

Sacred Roots Custom Massage — 26 W Broadway St, Shelbyville

Gramz Bakey and Cafe — 409 Washington St, Columbus

Kaffeine Coffee — 707 Fulton St, Indianapolis

Moar Tea — 448 Massachusetts Ave, Indianapolis

Seoul Fresh — 49 W Maryland St, Indianapolis

The Beach Hut — 100 W Moss Pkwy, Michigan City

The Java Bean Cafe — 151 N 2nd St, Decatur

Cosmic Cardinal Cafe — 101 W Ohio St, Indianapolis

Capstone Cafe & Bookstore — 6620 Northview Way, Indianapolis

Rocky Mountain Cafe — 209 Lincolnway, La Porte

Wildflour Bakehouse — 1012 E County Rd 750 S, Nineveh

Brown's Shuga Shack — 6099 State Rd 16, Monticello

Heartland Homemade Ice Cream — 4911 S Emerson Ave, Indianapolis

Sugar + Ice — 103 S Randolph St, Garrett

Sugarfield Creamery — 1051 E Tabor St, Indianapolis

33 Electric — 7939 Dix Rd, Indianapolis

AR Engineering (HVAC) — 3002 W Western Ave, South Bend

Bravo Carpentry — 305 Railroad Ave, Wheeler

DEG Electronic Repair Services — 3712 N Mitthoeffer Rd & 2818 Westlane Rd, Indianapolis

Energy Efficient Replacements / 574-Sunroom — 51285 Bittersweet Rd, Granger

KM Electronics — 8238 Madison Ave, Indianapolis

NGR Electric — 4320 Calhoun St, Gary

Roman Tech Computer Repair — 3611 E US Hwy 12, Michigan City

TechBar — 4121 Cleveland St, Gary

Old Major (Butcher) — 4201 Millersville Rd, Indianapolis

The Wurst (Butcher) — 130 N Broad St, Griffith

For You Brewing Supplies — 503 Honey Creek Dr, Terre Haute

Hidden Acres (Farm) — 10645 W 425 S, Wilkinson

K&B Liberty Farms — 2254 Nature Ln SE, Corydon

Binford Farmers Market — 6620 Northview Way, Indianapolis

D M Property Management — 6446 Ralston Ave, Indianapolis

Dennis Hartley & Son Monuments — 89 E Walnut St, Martinsville

Great Lakes EV Charging — 51285 Bittersweet Rd, Granger

Inguard Insurance — 231 W Canal St, Wabash

Olive Tree Resources (NGO) — 110 E Market St, New Albany

Overhauser Law Offices — 101 W Ohio St, Indianapolis & 18 E Main St, Greenfield

Amorè Fine Italian Ristorante — 730 Highlander Point Dr, Floyds Knobs

Food King Chinese Restaurant — 1472 E 86th St, Indianapolis

Full Circle Grill & BBQ — 110 W Berry St, Fort Wayne

George's Gyros Spot #2 — 1201 W 37th Ave, Hobart

Grateful Grubs BBQ — 5654 IN-10, DeMotte

Guadalupe's Mexican Grill — 2031 South Bend Ave, South Bend

Lonestar Bar B Que — 905 N Park Dr, Evansville

Major Munch — 101 NW 1st St, Evansville

Oscar's Pizza — 515 N Buckeye St, Kokomo

Panini Panini — 1720 Franklin St, Michigan City

Rusted Silo Southern BBQ — 411 N State St, Lizton

Social Que BBQ and Catering — 1701 Franklin St, Michigan City

The Lincoln Kitchen — 704 Silhavy Rd, Valparaiso

The Owlery Restaurant — 118 W 6th St, Bloomington

Tlaolli — 2830 E Washington St, Indianapolis

Tsunami Sushi & Korean Wings — 700 Sagamore Pkwy N, Lafayette

Turkuaz Cafe — 301 E 3rd St, Bloomington

Union Jack Pub — 921 Broad Ripple Ave, Indianapolis

Uptown Cafe — 102 E Kirkwood Ave, Bloomington
Griller's Restaurant — 1240 119th St, Whiting

Oh Mamma's On The Avenue Deli — 1202 Mishawaka Ave, South Bend

OyVey! Bakery & Deli — 901 Lafayette Ave, Terre Haute

Cracklin Shack — 5058 S 800 W, Swayzee

Hoosier Spice & BBQ Company — 11622 NE Executive Dr, Edinburgh

Las Cubanitas — 53 Valparaiso St, Valparaiso

Los Dos Amigos by Awiwi — 202 Carrie Ln, Columbus

Steak 'n Shake — 30+ locations statewide (Avon, Indianapolis, Fort Wayne, Lafayette, Bloomington, Elkhart, South Bend, Terre Haute, Greenwood, Valparaiso, Columbus, Clarksville, Seymour, Merrillville, Schererville, Muncie, Bedford, Lawrenceburg, Franklin, etc.)

Steve's Una Pizza — 1005 S Saint James Blvd, Evansville

Union Jack Pub Food Truck — 924 Broad Ripple Ave, Indianapolis

Above ALL Bowling Supply — Valparaiso & Hobart

Blossom Floral Design — 615 N Michigan St, South Bend

Geeked Out Games — 10830 Pkwy, Zionsville / Fishers

Its Not Corn (Apparel) — 120 N Miller Ave, Marion

Jayla's Gifts, Plants, Flowers — 207 E Market St, Nappanee

Jewelry Gallery — 17425 Carey Rd, Westfield

Lake Effect Florals — 278 E 1500 N, Chesterton

Mr. Kay's Fashionable Shoes — 2218 Southlake Mall, Merrillville

Nature's Mercantile — 122 N Main St, Auburn

Nick Nackery — 201 E Virginia St, Evansville

Old-School Outpost (Games) — 3825 S East St, Indianapolis

Prideland Comics & Collectibles — 5668 Crawfordsville Rd, Speedway

Rock Bottom Resale — 11186 County Rd 34, Goshen

Rock Daddy (Esoteric) — 418 E McGalliard Rd, Muncie

Sewer Lair Toys — 3197 S 3rd Pl, Terre Haute

Smoke Xpress (Tobacco) — Michigan City & Elkhart

Svpplements — 316 W Cleveland Rd, Granger

The Co Op Shop (Video Games) — 3540 State Rd 38 E, Lafayette

Unique Creations by Joe — 1148 S 17th St, Kokomo

Versed Skateboard Shop — 1006 Virginia Ave, Indianapolis

War Room Tabletop Gaming — 10830 Bennett Pkwy, Zionsville

710 Lounge (Cannabis) — 3673 W 86th St, Indianapolis

A Pooch Palace (Pet Grooming) — 3839 S Lafountain St, Kokomo

First & Wilkerson Designs / Farmkidz Apparel — Fort Wayne & Lebanon

DTF Sales — 51 N Main St, Cloverdale

Millie's Thrift Store — Lafayette (2 locations) & West Lafayette

MoJo's Thrift-N-Collectibles Store — 527 Cass St, Wabash

Mood — 248 Spring St, Jeffersonville

A1 Art Tattoos — 4606 E Michigan St, Indianapolis

Altered Image — 10030 E US Hwy 36, Avon

Big Time Tattoos and Piercings — 5353 Madison Ave, Indianapolis

Crown Point Tattoo — 114 W Hack Ct, Crown Point

Evolution Tattoo — 2901 Mitchell Rd, Bedford

La Familia Tattoo — 529 W Chicago Ave, East Chicago

Resurrection Studios Tattoos & Piercing — 2200 Elmwood Ave, Lafayette

Tracy Scott at Bankai Tattoo Collective — 421 7th St, Columbus

This article first appeared on Bitcoin Magazine and is written by Vagabond.