GenuTrace launches with focus on supply chain transparency

GenuTrace LLC, a newly formed supply chain consulting firm, has officially begun operations. The company focuses on helping businesses prove the origin and authenticity of their products, including textiles. Founded by MeiLin Wan, GenuTrace aims to tackle a growing challenge in today’s market, offering solid scientific proof behind product claims.

“At GenuTrace, we ask one simple but important question: If you say something about your product, can you actually prove it?” said Wan. “Relying only on paperwork is not enough. We help companies support their claims with science, building clear and honest supply chains from the very start to the finished product.” Her work has made a big impact, especially in the cotton and textile sectors, where proof of product origin is essential for meeting rules, maintaining sustainability, and gaining consumer trust.

The launch of GenuTrace comes at a time when companies are under increasing pressure to verify the origin of their products and show proof of ethical sourcing. Governments are placing tighter rules, consumers are demanding more transparency, and fake products are on the rise. At the same time, a majority of buyers want traceability, but nearly half do not trust sustainability claims.

To meet this need, GenuTrace uses a mix of science-based tools to confirm where products come from and to make the entire supply chain visible. The company combines methods like isotope testing, chemical markers, and material identification with technologies such as blockchain, digital product IDs, and AI mapping. This strong combination turns traceability into a valuable asset for companies.

GenuTrace works through a worldwide network of labs and partners, offering services for both small pilot projects and full-scale operations. GenuTrace works across different sectors, including textiles, food, personal care, and farming, to help businesses build trust, meet legal standards, and maintain strong supply chains.