ORANGE JUICE Eyes Long-Term Bitcoin Treasury, Raises $40M

Another Bitcoin treasury company is heading into the crypto industry as corporate BTC adoption continues to grow. A recent press release revealed that ORANGE JUICE has raised a staggering $40 million to launch a permanent capital company focused on acquiring businesses and building a Bitcoin treasury.  

ORANGE JUICE to build a Bitcoin treasury

On July 15, 2026, ORANGE JUICE, a Connecticut-based company, raised $40 million to launch a permanent capital company. The company intends to acquire and own American businesses and establish a Bitcoin treasury.

When the juice is worth the squeeze. Introducing ORANGE JUICE! A company that acquires, improves, and permanently holds cash-flowing businesses, backed by a Bitcoin treasury 🍊🔥 https://t.co/qFirovfj80

— ORANGE JUICE (@orangejuice_btc) July 15, 2026

Notably, the firm takes a different approach. Unlike usual traditional private equity firms, ORANGE JUICE aims to hold the businesses it acquires for a longer period instead of selling them afterwards. These businesses could operate under their existing brand and management structure. While preserving their identity, the businesses can gain additional operational support via these acquisitions.

Another interesting aspect of ORANGE JUICE’s strategy is its Bitcoin treasury. The company will not rely on new shares or debts to buy Bitcoin. Instead, it will use the cash flow generated by its portfolio companies. As noted in the official announcement, the firm will reinvest the profits generated from these businesses to expand its Bitcoin treasury or acquire new projects. This highlights the company’s long-term strategy, especially focused on the cryptocurrency.

However, the company hasn’t revealed how much of the $40 million fund raised now will be spent on the Bitcoin portfolio. What the company has now revealed is its focus on long-term business ownership and Bitcoin treasury.

It is worth noting that the move comes amid the growing demand for Bitcoin and other cryptocurrencies among corporates. Industry giants like Strategy continue to increase their Bitcoin portfolio despite BTC’s recent downturn. 

Unveiling the long-term ownership approach

Interestingly, what makes ORANGE JUICE is its long-term business ownership approach. The company doesn’t intend to sell these businesses after a certain period, but it will hold the ownership on a long-term basis. Founding partner Nico Lechuga stated,

“Building a business takes decades. Founders deserve more than one path when it’s time to transition ownership. We believe permanent capital offers an important alternative to traditional private equity.”

As per the official statement, the company was founded by partners from Bitcoin-focused venture capital firm ego death capital. This founding team includes Jeff Booth, Lyn Alden, Nico Lechuga, Andi Pitt, Adrian Steckel, and Ruben Zweiban. Grupo Salinas Chairman Ricardo Salinas, who is now participating in the project as an anchor investor, stated,

“I have built a diversified conglomerate serving millions of customers in Latin America and employing over 170,000 people. From this I have learned two things: cash flow is king, and you cannot count on governments to protect the value of your money. ORANGE JUICE is built on both — cash flowing companies and a Bitcoin treasury. That is why I am backing this team.”

The company also stated that these founders can choose to retire, remain active in the business, or hand over the leadership later. It is also revealed that the sellers will receive ORANGE JUICE equity in addition to cash. This allows them to benefit from the company’s long-term growth.

Source:: ORANGE JUICE Eyes Long-Term Bitcoin Treasury, Raises $40M