BTC Price Rises 0.37% as Goodfood Announces BTC Assets and Shows Market Strength

BTC Price Update and Performance Overview

As of November 28, 2025, Bitcoin (BTC) experienced a 0.37% increase over the past 24 hours, reaching a value of $91,683.99. Over the previous week, BTC climbed by 5.58%, but it saw a decline of 16.36% over the past month and a 2.03% decrease compared to the same period last year.

Goodfood Highlights Bitcoin Holdings Amid Market Fluctuations

Goodfood Market Corp., a Canadian provider of meal solutions, announced fourth-quarter net sales totaling $25 million, alongside a gross profit of $10 million and a gross margin of 40.3%. Despite recording a net loss of $4 million, the company reported an adjusted EBITDA of $0.4 million, resulting in a 2% margin. Goodfood also revealed that it holds $16 million in cash and marketable securities, with $3.4 million invested in a Bitcoin Exchange-Traded Fund (ETF), an increase from its initial $3 million allocation.

This move underscores the growing presence of digital assets in traditional corporate investment strategies, even as Goodfood contends with economic challenges and declining sales figures.

Strategic Adjustments and Product Development

Goodfood has implemented strategic changes to enhance its product offerings and drive profitability. The introduction of Heat & Eat meals and Genuine Tea has contributed to improved results. These efforts are part of a broader operational review focused on optimizing the product range and managing expenses, with the goal of achieving sustainable profits and stable cash flow.

Selim Bassoul, Chair of Goodfood’s Board, emphasized the company’s commitment to refining its product selection and improving customer satisfaction, all while maintaining a focus on long-term stability. These initiatives are being carried out in the face of ongoing macroeconomic challenges, such as rising costs for ingredients and labor.

Institutional Interest in BTC and Market Trends

The recent movement in BTC’s price reflects a wider pattern of institutional engagement with digital assets, as illustrated by Goodfood’s investment in a Bitcoin ETF. Although the company has not detailed its specific approach to managing its BTC holdings, its decision to allocate part of its portfolio to cryptocurrency mirrors a broader shift among established firms seeking diversification.

Market data also indicates that Bitcoin ETFs continue to attract capital, with BlackRock’s spot BTC ETF investors returning to profitability as Bitcoin surpasses $90,000. This trend suggests a cautiously optimistic outlook among institutional players regarding the future direction of the market.

Looking Ahead: Challenges and Prospects for 2026

While Goodfood has demonstrated resilience through positive adjusted EBITDA and healthy cash flow, the company anticipates that pressures from food inflation, labor, and logistics will persist into fiscal year 2026. Leadership changes and ongoing operational reviews highlight the obstacles the company faces as it seeks to remain profitable in a shrinking meal-kit industry.

Neil Cuggy, President and COO of Goodfood, remarked that the company is taking a pragmatic approach to the outlook for traditional meal kits, focusing on innovation and targeted acquisitions to bolster its cost structure and margins, rather than relying on broader economic recovery.

Summary

Goodfood’s increased investment in Bitcoin and its positive adjusted EBITDA reflect the evolving integration of digital assets into corporate portfolios. Despite ongoing difficulties in the meal-kit sector, the company’s emphasis on diversifying products and maintaining cost discipline aligns with industry-wide efforts to adapt to changing market dynamics.

With BTC trading near $91,684, the relationship between institutional investment and broader economic trends will continue to play a significant role in shaping Bitcoin’s price in the near future.