The article deals with the phenomenon of richness among Polish farmers (inhabitants of the western part of Podlaskie voivodeship). Showing their attitude towards wealth and poverty the author argues that these days being wealthy might be a bigger social and cultural challenge for a farmer than being poor. Wealth is ambivalent; on the one hand almost all people would like to be richer than they are, and on the other, everybody tries to hide their assets because they know that their neighbours would consider them dishonest, as they themselves consider wealthy people. To their minds, richness and honesty cannot go hand in hand.The text also shows a peculiar way of using the word “profitability” by farmers, which is different from that used in a public discourse or in business. In order to seem not rich to one’s neighbours, one must count his or her money (both incomes and expenses) in a way which will guarantee that it is obvious for everyone that one does not belong to those wealthy but dishonest people. The author discusses the origins of such an attitude towards wealth and poverty and tries to show how it influences people’s actions and everyday strategies.