GenuTrace Launched to Redefine Supply Chain Transparency
May 22, 2025 GenuTrace, LLC – a supply chain consultancy specializing in traceability, brand protection, and product authentication – has launched under the leadership of industry pioneer MeiLin Wan.
Wan, a former executive at Applied DNA Sciences, has led advancements in forensic traceability for over two decades. Her work with DNA tagging, isotope analysis, and genomic testing has set new benchmarks – particularly in the cotton and textile industries, where verified traceability is critical for sustainability, compliance, and consumer trust.
“At GenuTrace, we ask one powerful question: If you claim it, can you prove it?” says Wan, Founder and CEO. “Paper trails aren’t enough. We help brands back their claims with science and build real transparency from farm to finished product.”
GenuTrace launches as brands face mounting pressure to prove product origin and sustainability claims amid rising regulatory scrutiny, consumer demand for ethical sourcing, and surging counterfeit trade. Global counterfeit goods are projected to hit $1.79 trillion by 2030, while in the U.S., over 5,300 shipments were detained in FY2023 under the Uyghur Forced Labor Prevention Act (UFLPA). At the same time, 71% of consumers expect traceability, yet nearly half distrust sustainability claims.
In this environment, evidentiary proof becomes a business imperative.
“As enforcement of laws like the UFLPA intensifies, the need for scientific methods, like isotope testing, to verify material origin has never been more critical,” says Kim Glas, President & CEO, National Council of Textile Organizations (NCTO). “It’s not just about compliance. It’s about protecting American jobs and consumer trust. Scientific traceability is now a must-have for U.S. supply chains.”
GenuTrace delivers science-based solutions to verify origin, back up sourcing claims, and ensure full supply chain visibility. By combining stable isotope analysis, chemical tracers, and material fingerprinting with blockchain, digital product passports, and AI-powered mapping, GenuTrace helps brands meet global regulations like the UFLPA and EUDR. This fusion of forensic science and digital infrastructure turns traceability into a defensible asset for brand integrity and regulatory compliance.
GenuTrace’s core offerings include:
- Origin Verification. Using technologies such as stable isotope and elemental analysis to scientifically confirm material provenance
- Full Supply Chain Traceability. Tracing material flow from source to shelf, including risk mapping, risk analysis, and third-party validation
- Strategic Communications. Supporting clients with tools and messaging to substantiate and share their traceability commitments with regulators, customers, and consumers
“Traceability has become a key core component in the world of global supply chains that traditionally relied on a trail of paper transactions,” says Rick Helfenbein, former Chairman, President & CEO of the American Apparel Footwear Association (AAFA). “For retailers and consumers of textiles, apparel, footwear, and accessories, there is no product in today’s environment that can safely exist without knowing the complete details of a supply chain origin. The stakes are just too high for companies that care about responsible sourcing.”
Additional information about GenuTrace is available online at GenuTrace.com.
Information from GenuTrace
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