Announcing the Future of Traceability: GenuTrace Officially Launches to Redefine Supply Chain Transparency
For Immediate Release
Brightwaters, NY — May 19, 2025 — GenuTrace, LLC, a supply chain consultancy specializing in traceability, brand protection, and product authentication, announces its official launch. Founded by industry pioneer MeiLin Wan, GenuTrace addresses one of today’s most urgent challenges: scientifically proving product origin and authenticity.
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?” said MeiLin 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 at a pivotal moment, 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 2030¹, while in the U.S., over 5,300 shipments were detained in FY2023 under the Uyghur Forced Labor Prevention Act². At the same time, 71% of consumers expect traceability, yet nearly half distrust sustainability claims³. In this environment, evidentiary proof isn’t optional — it’s 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. 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,” commented Kim Glas, President & CEO, National Council of Textile Organizations (NCTO).
GenuTrace meets this need by delivering 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—essential 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,” said 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.”
About GenuTrace
GenuTrace is a supply chain consultancy specializing in traceability, brand protection, and product authentication. Founded to meet the growing global demand for transparency, GenuTrace empowers brands and their supply chain partners to scientifically verify the origin of raw materials and finished products. Through a global network of laboratories and strategic partners, GenuTrace delivers both pilot and commercial-scale solutions—integrating forensic science, physical tracers, blockchain, and digital product passports to provide secure, end-to-end visibility from source to shelf. Serving industries from textiles and food to personal care and agriculture, GenuTrace ensures authenticity, regulatory compliance, and supply chain integrity. Learn more at https://www.genutrace.com
Media Contact:
MeiLin Wan
Founder & CEO, GenuTrace
Email: meilin.wan@genutrace.com
Citations:
Research and Markets. Counterfeit Goods Global Market Report 2024. April 2024.
U.S. Customs and Border Protection. CBP Operational Statistics – Forced Labor Enforcement. December 2023.
McKinsey & Company. The State of Consumer Trust in Sustainability Claims. February 2024.
