Maximilien Rouer is the founder and president of the consulting firm BeCitizen since 2000. It was specialized in emerging social issues, and until 2014 it was considered a point of reference regarding changes in the business model of big companies. BeCitizen was introduced to finance as a subsidiary of the Edmond de Rothschild Group from 2006 to 2012. When he was General Secretary of TERRENA, the 1st polyvalent cooperative of France, Maximilien Rouer discovered the effects of levers that can improve economic, social and environmental performance. He left TERRENA in early 2017 to set up these levers through the collective project FERME FRANCE. Maximilien Rouer is also a cell biologist and agricultural engineer from Paris Grignon.