The CCRRC is composed of some of the largest grocery retailers in North America, as well as independent operators. The spectrum of members reflects the diverse nature of the industry. Collectively, they learned retailers have to change their minds about social media. No one controls information anymore. Anyone can say anything they want into a microphone that reaches millions of people. If a company participates in the process -- listening and reacting -- the outcome can be positive. Council members also indicate they now realize the need for their companies to be authentic and transparent in ways they never have had to be before. There must be consistency between operations and communications. If there’s not, it’s only a matter of time before they will be exposed.