For many farming businesses, photovoltaics are no longer just a way to reduce energy costs. Increasingly, they represent an opportunity to diversify income by adding a new source of economic value alongside agricultural production. Recent experiences show how an agrivoltaic system can contribute both to self-consumption and to generating additional income, while allowing agricultural activities to continue.This perspective changes the way photovoltaics are viewed. The goal is not simply to generate energy, but to enable businesses to strengthen their competitiveness and face market challenges with greater confidence.