Sourcing Journal | From Claims to Proof: How GenuTrace Provides Science-Backed Traceability

From isotopes to digital passports, GenuTrace arms brands with proof in a world demanding transparency. 

By SJ Studio May 20, 2025 7:30am

Two decades ago, traceability was barely on the map. “It was really no man’s land,” said MeiLin Wan, founder and CEO of GenuTrace. “No one was thinking about proving anything.” Once largely confined to high-security, military and medical applications—where controlling authenticity and origin could mean life or death—traceability then expanded into commercial sectors to protect intellectual property and validate provenance, especially for premium goods and patented innovations.

Now, the conversation has evolved again, and traceability has become a central pillar of sustainability and compliance strategies. A key inflection point came in 2016 when the first major class-action lawsuit over misrepresented materials forced retailers to reimburse customers for bedding that falsely claimed to contain Egyptian cotton. That legal wake-up call signaled a shift: In a world of rising accountability, proof is no longer optional.