Across Europe, North America and high-latitude regions in Asia, agricultural operators face rising energy demand, volatile markets and increasing dependence on electrically driven processes. So why isn’t agricultural solar more popular? Based on her observations on an alpine dairy farm in Austria, complemented by additional insights from other farms in the region, Austrian agriculture consultant Maria Weissenböck finds there is a gap in approaches. Farms tend to approach solar as a risk management decision rather than as an energy transition measure.