When a billionaire puts his name on a $40 million check, people tend to pay attention. Ricardo Salinas, the Mexican industrialist behind Grupo Salinas, says the phones haven’t stopped ringing since he anchored a seed round for ORANGE JUICE Holdings Inc., a permanent-capital holding company that plans to buy profitable US businesses and stack Bitcoin with the proceeds.

According to Salinas, hundreds of investors, business owners, and operators reached out to the team shortly after the funding round was announced on July 15. For a company that barely had time to set up its Westport, Connecticut office, that’s a significant signal about where institutional appetite is heading.

The Orange Juice thesis

The playbook: acquire profitable US businesses at low valuation multiples, hold them permanently rather than flipping them on a typical private equity timeline, improve operations, and funnel excess cash flows into a Bitcoin treasury. Think Berkshire Hathaway meets the Bitcoin standard.

The founding team reads like a who’s-who of Bitcoin-adjacent finance. Lyn Alden, one of the most widely followed macro analysts in the space, co-founded the company alongside Jeff Booth, the author and entrepreneur known for his deflationary thesis on technology. The roster also includes Nico Lechuga, Andi Pitt of ego death capital, Adrian Steckel, and operating partner Ruben Zweiban.

“Cash flow is king,” Salinas said, adding that “ORANGE JUICE is built on both, cash flowing companies and a Bitcoin treasury.”

Why investors are calling

Salinas, who has been vocal about fiat debasement for years, specifically cited currency instability as a motivating factor behind his investment.

The permanent-capital model also eliminates one of private equity’s most persistent headaches: forced selling. Traditional PE funds have contractual obligations to return capital to limited partners within a set timeframe. ORANGE JUICE doesn’t have that constraint.

Where this fits in the broader landscape

ORANGE JUICE enters a market that’s been quietly building momentum. The Bitcoin treasury corporate model gained mainstream attention when MicroStrategy began converting its balance sheet into Bitcoin back in 2020.

The involvement of Lyn Alden adds analytical credibility. Her macro research frequently examines the structural challenges facing fiat currencies and sovereign debt. Having her as a co-founder rather than just an advisor suggests she’s putting real conviction behind the thesis.

Jeff Booth’s argument that technology is inherently deflationary, and that central banks fight this natural force by printing money, aligns neatly with the idea that businesses should hold a scarce asset as a reserve rather than cash that loses purchasing power over time.

Salinas anchoring the $40 million seed round is notable for another reason. As one of Mexico’s wealthiest individuals, his participation signals that this isn’t just a crypto-native experiment. It’s attracting capital from the traditional business world, from people who understand cash flows and operating companies at scale.

Investors watching this space should pay attention to how quickly ORANGE JUICE deploys the $40 million, what types of businesses they target in the $1 million to $10 million annual cash flow range, and whether the acquisition multiples actually live up to the “low multiple” promise.