Combining Bitcoin Treasury Strategy and Permanent Ownership Model: Orange Juice Officially Launches with $40 Million Investment

On July 15, 2026, the Bitcoin-based permanent capital vehicle 'ORANGE JUICE' announced its official launch after raising $40 million. Headquartered in Westport, Connecticut, the firm has adopted a unique business model of acquiring and permanently holding promising U.S. companies while utilizing Bitcoin as its primary treasury reserve asset.

The funding round was led by Mexican billionaire Ricardo Salinas, with prominent Bitcoin supporters such as Jeff Booth and Lyn Alden participating as founding partners. Orange Juice aims to overcome the limitations of traditional private equity (PE) firms focused on short-term profit realization, targeting long-term corporate value improvement and capital management based on the Bitcoin standard.

Orange Juice's core strategy is to acquire profitable U.S. companies, improve operational efficiency, and own them permanently without selling. This creates an environment where the firm can focus on intrinsic corporate growth, free from the pressures of traditional fund lifecycles that require returning profits to investors through asset sales.

While traditional private equity firms typically aim to acquire companies, cut costs, and sell them within 4 to 7 years, Orange Juice takes the opposite strategy.

This model provides an attractive alternative for business owners facing succession issues. Founders nearing retirement often want their companies to continue under stable governance rather than falling victim to short-term profit maximization and being resold. Orange Juice plans to target this demand to build long-term partnerships.

Combining Bitcoin Treasury Strategy and Corporate Ownership

Orange Juice implements a 'Bitcoin treasury strategy' in parallel, converting cash flows from business operations into Bitcoin holdings. This is intended to hedge against the risk of fiat currency devaluation and reflect Bitcoin's long-term increase in purchasing power in the company's asset value. It aims for a structure where corporate operating profits and Bitcoin's value appreciation create synergy.

• Establishing a financial structure that utilizes Bitcoin as a core reserve asset
• Moving away from traditional fiat-centric corporate financial models
• Goal of long-term capital preservation and increased purchasing power

Jeff Booth, one of the founders, projected the correlation between deflationary pressure from technological bias and currency devaluation, as argued in his book 'The Price of Tomorrow,' into this business model. He has emphasized that Bitcoin is the optimal asset for preserving corporate value amidst these macroeconomic changes, and Orange Juice will serve as a platform to put this into practice.

Ricardo Salinas's participation is considered a decisive factor in enhancing the institutional credibility of this project. Salinas, a vocal advocate for Bitcoin, has expressed strong support for the Bitcoin-native permanent capital model pursued by Orange Juice. His investment suggests that Bitcoin-based corporate finance models are spreading into mainstream capital markets.

Leadership Team Based on Bitcoin Philosophy

Orange Juice's leadership team consists of partners from 'ego death capital,' a venture capital firm specializing in Bitcoin. Jeff Booth, Lyn Alden, Andy Pitt, and Nico Lechuga form the core, with Adrian Steckel and Ruben Zweiban joining as operating partners to add expertise. They plan to combine their macroeconomic analysis and corporate operational experience gained in their respective fields.

Lyn Alden explained that this model presents a new paradigm for corporate finance beyond a simple investment vehicle. She predicted that amidst the massive wave of corporate successions expected over the coming decades, Orange Juice would serve as a stable haven for companies that have adopted the Bitcoin standard. This is the result of combining capital permanence with Bitcoin's scarcity.

In conclusion, the launch of Orange Juice demonstrates that Bitcoin is moving beyond being a mere speculative asset to becoming a core element of corporate balance sheets and long-term capital management. The initial capital of $40 million is the first step for Orange Juice, which will expand into various industries within the United States in the future, and it is expected to be a significant milestone in the accelerating 'Bitcoinization' of corporate finance.