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Forty million dollars on the table. Lyn Alden, a macroeconomist closely followed by the crypto world, has launched Orange Juice — an investment holding company aiming to buy small businesses, revitalize them, and keep profits in Bitcoin. No quick sell-offs. No fund pressure. Just long-term focus.
The concept is simple to explain but rarely seen in practice. Orange Juice targets small and medium-sized enterprises, buys them at competitive prices, improves their operations, and holds onto them indefinitely. A portion of the profits generated by these businesses is then converted into Bitcoin — which becomes the central treasury asset of the group. According to Alden, this is where Orange Juice diverges from traditional Bitcoin holdings: instead of raising funds to buy Bitcoin directly, the group first builds a base of diversified cash flows, then uses these flows to gradually accumulate Bitcoin. The Bitcoin treasury is an outcome, not the starting point.
Six Founders, a Mexican Billionaire Behind the Project
Orange Juice was founded by six individuals: Jeff Booth, Lyn Alden, Nico Lechuga, Andi Pitt, Adrian Steckel, and Ruben Zweiban. Behind them, Ricardo Salinas — a Mexican billionaire and Bitcoin advocate for several years — serves as the main investor. The group has already raised its $40 million and is considering a public offering at an unspecified time.
Salinas is a significant name in the Bitcoin world. He recently increased his Bitcoin allocation to 70% of his personal portfolio. Not 10%, not 20%. Seventy percent. It’s a massive bet on cryptocurrency as a store of value, and his involvement in Orange Juice sends a clear signal about his confidence in the model.
The group’s structure differs from traditional private equity on a fundamental point: there are no fund cycles imposing strict deadlines to sell assets and distribute profits to investors. In classic private equity, funds have a fixed lifespan — often ten years — and managers are under pressure to make profitable exits within that timeframe. Orange Juice does not have this constraint. This changes everything in how acquired companies are managed. They can wait. They can invest over five or ten years without anyone knocking on the door.
And that’s probably the real competitive advantage of the model.
A Bitcoin Treasury Market Under Pressure
The launch of Orange Juice comes at a challenging time for Bitcoin treasuries. The model — where a company holds Bitcoin as its main treasury asset — has faced serious setbacks when cryptocurrency prices fell. Public and private companies rushed to announce Bitcoin purchases, often to boost their market valuation. When the market corrected, some had to sell part of their holdings.
Result: the sector’s image is somewhat tarnished. Too many companies adopted the Bitcoin treasury model as a financial communication tool rather than a true long-term strategy.
Despite this, the number of digital asset treasuries continues to rise. According to BitcoinTreasuries.net, there are currently over 360, each holding various digital assets. The market is fragmented, heterogeneous, and not always solid. Orange Juice bets that its model — rooted in real businesses generating real revenue — holds up better when Bitcoin declines.
It’s a defensible bet. But not guaranteed.
The difference between Orange Juice and a company like MicroStrategy, for example, is that MicroStrategy built its Bitcoin strategy on debt and capital raises, without necessarily having proportional operational cash flows. Orange Juice wants to do the opposite: generate cash through operational businesses, then convert this cash into Bitcoin. Less spectacular to announce. Perhaps more solid in the long run.
No details yet on which companies Orange Juice is primarily targeting, or in which sectors. The source also does not specify the timeline for the planned public offering. What is clear is that the $40 million is raised and the group is operational.
Jeff Booth, co-founder, is also a well-known figure in the Bitcoin ecosystem — author of “The Price of Tomorrow,” he has long advocated that technological deflation makes inflationary monetary policies dangerous in the long term. His presence alongside Alden gives the project an intellectual credibility that many Bitcoin holdings lack.
Orange Juice has $40 million, six founders, a billionaire with 70% in Bitcoin, and a model that bets on patience in a sector often lacking it.
Hub: Bitcoin: Price, News, and Analysis
Frequently Asked Questions
What is Orange Juice and what is its investment model?
Orange Juice is a holding company founded by Lyn Alden, Jeff Booth, and four other partners, with $40 million raised. It buys small businesses, improves their operations, holds them indefinitely, and converts a portion of the profits into Bitcoin as a treasury asset.
Who is Ricardo Salinas and what is his role in Orange Juice?
Ricardo Salinas is a Mexican billionaire and Bitcoin advocate who acts as the main investor in Orange Juice. He recently increased his personal Bitcoin allocation to 70% of his portfolio.
How many digital asset treasuries currently exist?
According to BitcoinTreasuries.net, there are over 360 digital asset treasuries worldwide, each holding various digital assets.
