GenuTrace, Kinset to strengthen cotton traceability

Supply chain consultancy GenuTrace and digital traceability platform Kinset have formed a partnership to help companies verify and document cotton sourcing claims. Their joint approach responds directly to new regulatory demands, particularly in the European Union and the US.

GenuTrace specialises in fibre-level isotope testing, which analyses the cotton itself to confirm where it was grown. This scientific method moves beyond reliance on paperwork alone. Kinset complements this by providing a digital system that records and connects supplier, site and transaction data throughout the supply chain. Together, the companies say this creates a traceability record aligned with upcoming European Digital Product Passport requirements.

MeiLin Wan, founder and CEO of GenuTrace, said regulations have changed what brands must demonstrate. Instead of stating intended sourcing, companies are now required to prove that the cotton used in a product genuinely comes from the claimed origin. By linking physical testing with digital records, she said, brands can respond to regulatory checks with solid evidence rather than explanations.

Wan explained that while digital traceability shows what should happen in a supply chain, physical testing confirms what has actually happened. When both are connected, companies can move from assumptions to proof without overhauling existing systems or slowing down operations.