The firm, founded by partners from ego death capital including Jeff Booth, Lyn Alden, Nico Lechuga, and Andi Pitt, seeks to capitalize on the upcoming wave of business successions. By focusing on companies generating between $1 million and $10 million in annual cash flow, ORANGE JUICE intends to maintain acquired brands indefinitely rather than cycling them through the short-term sales typical of private equity. Founding partner Nico Lechuga noted that founders deserve options beyond the standard exit, with this model offering a path for retirement or gradual transition.

Anchor investor Ricardo Salinas, chairman of Grupo Salinas, underscored the strategy's reliance on cash flow and monetary protection. Beyond capital allocation, the firm is building an internal operating team specifically tasked with helping portfolio companies navigate productivity shifts driven by artificial intelligence. While the company currently operates as a private entity, it has signaled an intent to pursue a public listing to provide investors with a liquid ownership currency and broader market access.