Méliuz ($CASH3) — a leading Brazilian e-commerce platform with 42+ million users — has transformed itself and become the country's first bitcoin treasury company. In this episode of the Bitcoin for Corporations Show, host Pierre Rochard sits down with Méliuz Chairman Israel Salmen and Director of Bitcoin Strategy Mason Foard to break down how they took a zombie company and turned it into a growing bitcoin-backed business.

They explore Méliuz's market crash and its subsequent re-invention inspired by Strategy (MSTR), and how the regulatory and financial backdrop of the Brazilian market (high inflation and high interest rates) presents unique opportunities and challenges for corporate bitcoin adoption.

Chapters:
00:00 – From IPO to Bitcoin: The Méliuz Origin Story
01:30 – Méliuz's Core Business Explained
04:43 – Market Collapse to BTC Treasury Transformation
10:34 – Mason Foard: Méliuz Director of BTC Strategy
15:45 – Brazil’s Macro Landscape: Challenges & Opportunities
22:05 – Derivative Strategies & Capital Efficiency
29:06 – Brazil's Crypto Regulation and Tax Policy
32:59 – Fintech + Bitcoin: Integrating Treasury and Digital Banking
39:12 – Risk Management & Long-Term Bitcoin Strategy Outlook
40:44 – Closing Thoughts

Connect with Israel Salmen on X: https://x.com/IsraelSalmen
Connect with Mason Foard on X: https://x.com/MasonFoard
Connect with Pierre Rochard on X: https://x.com/BitcoinPierre
Learn more about Méliuz: https://www.meliuz.com.br/
Follow Bitcoin For Corporations X: https://x.com/BitcoinForCorps

Learn more about Bitcoin For Corporations - the executive network for corporate bitcoin adoption: https://b.tc/corporations

Join us November 13-14 at Bitcoin Amsterdam 2025 to connect with Bitcoiners and the leaders shaping the next phase of Bitcoin adoption! Tickets on-sale now: https://www.bitcoin.amsterdam/
Don't miss the Bitcoin for Corporations Symposium, Amsterdam on November 12th. Learn more: https://www.bitcoin.amsterdam/bfc-symposium

#Bitcoin #Meliuz #BitcoinForCorporations #CorporateBitcoin #BitcoinTreasury #BTC #BrazilBitcoin #BitcoinStrategy #MSTR #Inflation #HedgeAgainstInflation #BitcoinStock #CryptoMarkets #BalanceSheet #PierreRochard #Hyperbitcoinization #FiatDebasement #EmergingMarkets #CASH3 #Fintech #Ecommerce #BitcoinEducation

In Conversation: Jesse Eisenberg on A Real Pain